World Affairs - Business & Finance, page 3.

Every company in the world is taking huge risks right now. Every day in business is full of risks. But who can afford to operate this way? Can't we just avoid risk altogether? Isn't that what research data is for?

There was a time when the risks weren't so obvious, or so painful. Sadly, those days are gone. That's why it's important to understand and embrace risk, even use it to your advantage.

Risk, risk, everywhere

Many companies fear the word 'risk' because by definition it echoes the unknowns, and therefore, the greatest fears of business life. 

Does a company like Toyota have enough money or power to avoid risk? Of course not.

No matter how much data is analyzed or research is done, nobody can predict what might occur - from natural disasters, to competition, product recalls and customer disinterest. 

And that's just the beginning...

The volume of risk a business of any size assumes in a day is monumental given economies, globalization, fragmentation of markets, etc.

The sword of data

Market research as a discipline has grown in lockstep with our technological ability to collect data - and for good reason.

In business, well-researched data is like a sword - a tool with immense power. It is crucial to the life of a company or product. 

It has been said that diamonds are a girl's best friend - and who am I to disagree.  I love the sparkly little things.  But, in the world of business, I love a different kind of diamond more.  These kinds of diamonds make a real difference.

Just as the glittering rocks have been valued through the ages, there are some people who are true diamonds and they shine!

But how do we measure a diamond's value?  Any diamond aficionado can tell you that diamonds are graded on the 4 C's - Carat Weight, Cut, Clarity, and Color.  When we look for our 'human diamonds' the same just might hold true - Let's take a look...

Carat Weight

Carat is the unit of weight for the diamond.  A carat is further subdivided in 100 points ( 0.01 carat = l point ). One carat is equal to 0.20 grams.  Value per carat increases with carat size, because larger rough diamonds occur less frequently.  In other words, 2 half-carat diamonds taken together will not cost as much as 1 one-carat diamond, as the one-carat stone is more rare.

Is there a carat weight in human terms? You might say so. The carat weight of true contributors in an organization is measured by the value they bring through their skills and talents.  They carry their weight as part of the team - and the scale they are measured by is one of results.

Cut

Cut refers to the proportions, finish, symmetry, and polish of the diamond. These factors determine the fire and brilliance of a diamond. 

"Show me you care, don't tell me", my old advertising teacher used to say.

Sun Chips have done exactly that and strengthened their brand with their new compostable packaging. 

This leap forward in their brand perception allows Sun Chips to more effectively weave into the eco-friendly community. A deeper relationship can now be forged with the customer based on action and product.

This example shines golden compared to the empty corporate logo plastering that occurs with earth-friendly communities and events. I remember being invited to a benefit concert in an effort to clean up the beaches where I live that was sponsored by a certain energy drink and I was shocked to see their cans and promotional items littered all over the sand.

Packaging can have as much effect on consumers as the product itself. It is the visual representation of, and container for the product. In many cases packaging has a 'remarketable' staying power as in Altoids tins, shoe boxes, etc. 

Since the package is a significant visual cue toward purchase of said product, then Sun Chips has answered the question - how can packaging be legitimizing? more effective?

The recent concerns of greenwashing and overuse of the words 'natural', 'organic', etc., have created a more skeptical consumer. In this case, it should be noted that with every passing day, this same consumer is able to perform a solid background check about a brand online on sites such as Good Guide, a "...source of information on the health, environmental, and social impacts of the products in your home."

Given that the Sun Chips brand has always had a solid niche in the saturated (pun intended) world of chip companies, the biodegradable bag is a strong statement of walking the walk. 

Sun Chips passes the test by doing what they represent. How can your brand do the same?