Not all risks can be avoided. Notable in this category is the risk of death. But even where it can be avoided, it is often not desirable. By avoiding risk, you may be avoiding many pleasures of life or the potential profits that result from taking risks. A business cannot operate without taking some risks. Virtually any activity involves some risk. Generally, risk should be avoided when losses are large and gains are small. Where avoidance is not possible or desirable, loss control is the next best thing.