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In product development, one question resurfaces again and again: should we build it in-house, or purchase an existing solution? This classic catch-22 is not just about cost or time—it’s about risk, innovation, adaptability, and enduring success. The Origin of Risk—and Why It Matters The word risk comes from the Italian risco , meaning “cliff” or “danger.” The phrase “Chi non risica, non rosica” —those who don't take risks, don't gain—is an Italian proverb reminding us that r