Answer — entrepreneurs define risk differently than big companies do:

For them, risk isn’t as defined by losing tangibles (e.g., income, benefits, “stuff”) as it is by losing intangibles: fulfilling a passion that won’t let go, defining their own sense of purpose, sating their own curiosity, looking themselves in the mirror.

So, entrepreneurs would rather risk outputs (products, profits, etc) than outcomes (results that make a difference to what they believe in)

Via Harvard Business Review