Risk management: more than just insurance

People often look at risk negatively and associate it with the probability of loss. Risk management in companies for example almost always deals with potential financial loss. Can it be anything else?   I suppose there is such a thing as positive risk; maybe call it the potential for gain. Is there a risk management program that also addresses this potential for gain?   Can negative and positive risk be addressed by the same program and in the same manner . . .

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