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12/10/2009
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Innovation and risk: Why does Roger Federer serve double faults?
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BQF Innovation (December 9, 2009) - Why does Roger Federer serve double faults? Clearly the tennis champion has made a careful calculation of the trade-off between being bold or cautious on his second serve. He knows that if he makes his serves safe he will make the returns easier for his opponent. The same principle applies to us in our enterprises. Caution can be an enemy of success. If every new thing that we try works it almost certainly means that we are not being bold enough. We should take some courageous initiatives. We should sometimes fail. We should serve some double faults.
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