the basics...................................

 I realized that the basics of business are straightforward.  It's largely about risk.  If you have a big downside and a small upside, run the other way. If you've got a big upside and a small downside, do the deal.  Always make sure you're getting paid for the risk you take, and never risk what you cannot afford to lose,   Keep it simple. . . . Opportunity is very often embedded in the imbalance between supply and demand.

-Sam Zell,  Am I Being Too Subtle:  Straight Talk From A Business Rebel