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If risk appetite implies some ability to actually measure risk level, then risk attitude is to determine the company’s attitude and strength to deal with risks appear. If crunching numbers makes your brain hurt, then you won’t find joy in running a bookkeeping business. Typically innovation comes in personal travel and migrates into business travel: online booking, home- and ride-sharing. They will be impressed with your business and feel more inclined to use your business out of loyalty. Some use the term “achievable” instead of “attainable”, which you will see it is merely a synonym and we should not get stuck in analyzing which one is correct. Use smart stationery, and always print your letter. Who knows, they might be interested with what you offer or refer you to other people. The latter is the promise of simplicity, the former is a continuous effort and while more promising in the long term it might discourage those who are looking for instant results.