But it got me thinking about the difference between apparent and actual risk, and how that choice affects just about everything we do.

The concierge at a fancy hotel spends her time helping tourists and business travelers avoid apparent risk.

Her only apparent risk factor was a blood transfusion she received in 1949 or 1950.

Despite the apparent risk, the statistical incidence of injury in supervised training and competition is extremely low.

The first scoop strikes me as the best of journalism, for it revealed possibly illegal behavior without any apparent risk to national security.

A small apparent increased risk of angina, heart attacks and strokes was found among those who took isradipine in the study.

There is another significant apparent risk to this offering.

The discovery of it outside the groups identified as apparent risks can only give cause for concern.

The challenge of shooting for a win is that it brings apparent risk with it.

Ignore apparent risk, buy the assets you need to matter, avoid the compromises that your competitors have made and do something worth doing.