Reward

An entrepreneur is someone who sets up and runs a business, taking risks in the hope of gaining rewards. Before starting, they must weigh the possible benefits against what could go wrong. A promising idea does not guarantee that enough customers will buy, that costs will stay affordable or that competitors will leave the business unchallenged.

Entrepreneurs accept risks because they hope to gain rewards, such as profit, independence or personal satisfaction. Both financial and non-financial outcomes matter: someone may want to earn more money, but also value being their own boss.