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Best of Venkat

Balancing Value and Risk in Business

- Venkataraman Subramanyan

It’s great to be back. Last week, we held a workshop for a major software company focused
on business value creation and exploring how to create measurable, monetizable business
value. We examined various frameworks. At the conclusion of this workshop, someone
asked an intriguing question: “This is all well and good for established commercial
companies, but what about startups or digital natives? How does the value conversation
change?” This question shifted our discussion towards risk, particularly in the startup
environment, where discussing the types and probabilities of risks, as well as their costs, is
often more impactful than traditional value conversations with founders and CXOs of

This doesn’t mean choosing between discussing value or risk exclusively; rather, it’s about
understanding the importance of balancing both. However, the sequence in which these
discussions occur should be tailored to the nature of the organization. Traditional,
established industries might lead with business value discussions and then address risks,
whereas startups and digital natives are often better served by starting with risks before
discussing value.

This approach provides a nuanced perspective on how value and risk can be measured and
monetized, ensuring that customers truly understand the unique benefits your service or
product offers. I hope you find this insight helpful. If you’re looking to deepen your
understanding of value creation, I’m eager to continue this conversation and explore these
concepts further with you.


Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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