In THE GREATER THE RISK, peace advocate and entrepreneur Avi Shaked shares his powerful journey from modest beginnings as a first-generation Israeli to becoming not only a global business leader but also a bold voice for peace between Israelis and Palestinians.
Shaked’s story goes far beyond corporate success. After founding an online casino, which eventually evolved into the international sports betting and gambling company 888.com, he turned his focus and fortune toward a higher goal: promoting peace in a deeply divided region. Though his business was hugely successful, Shaked had set his sights on more than just the accumulation of wealth: “as a young man in pursuit of success, I told myself that if I ever came into money, I wouldn’t get lost in the glitz and glamour. Instead, I’d use my money to light a fuse for change in the world. I would wield my money, instead of it wielding me.”
Opening with the recollection of an audacious attempt he made in 2005 to broker peace between Israel and Palestine by promising a billion dollars to a man he had never met, Shaked’s book is an intriguing and well-written exploration of the life of a businessman who found himself operating right at the heart of a seemingly intractable conflict.
As Shaked writes, “When people hear about my company’s growth and my immense wealth, they are typically more interested in learning about the ‘secrets of my success’ than about how I put my money to work to improve the planet.” To that end, Shaked’s book does offer business tips and inspiration as a nod to revealing his “secrets,” but it focuses more on how success allowed him to focus on his other work. That said, there are fascinating insights into the operating strategies that allowed him to grow his small business into an international success. But this is not just a business tycoon’s memoir; it’s a call to action for activists, peacemakers, and anyone who believes that a better future is worth fighting for. Shaked’s life proves that peace isn’t just a dream; it’s a responsibility. Furthermore, that business success can be a tool for making a significantly positive impact on society.
Avi Shaked demonstrates that meaningful change is possible when moral conviction meets bold action. Through personal struggles, national upheaval, and relentless opposition, THE GREATER THE RISK reveals the lessons Shaked learned about courage, empathy, and the transformative power of dialogue.
~Kent Lane for IndieReader