Anatomy of a Startup

He calls his tolerance for risk “pretty high,” and says he actually enjoys taking calculated risks. “If the catalog can break even for three years, we can survive,” he notes. “But if the catalog has us hemorrhaging money, then no, the business won’t last.

“My other concern,” he continues, “is that, while I can quantify the financial results of a catalog, I can’t do so for the intangibles. If the catalog takes up too much of my time and attention, for example, that also is a cost I’ll have to watch.”