Bangalore: Many entrepreneurs and visionaries might have failed in one part of their life. Failing in business is normal. It is certain that rises and falls take place in order to catch up with consistency. However, Richard Christenen, Entrepreneur and Author of The Zig Zag Principle says that its normal to fail in life and business but most of us lack efficient failure. So, what is this new mantra for startups to profit from their ideas?

Christenen intends to focus on a different approach here. He uses the analogy of skiing to advise entrepreneurs to diverge or use the ‘road not taken’, to avoid extreme disasters and personal ruin. He says that when we ski, we don’t take our skis and point them directly down the mountain or we’ll break our neck.

This seems to be a different approach when compared to usual business points given by big leaders. They emphasize on goals while Christenen tells us how we wonder why only one in ten small businesses succeed. Entrepreneur.com  has listed out four unique ways a on how startup entrepreneurs can convert their ideas into profitable business.

Read: 9 Exclusive Ways For Indian Startups To Woo The Media

Read: 7 Tips to Save Your Startup from Disastrous Mistakes