Forward-looking approach to risk, w/ potential to help managers and analysts reconsider "true" risk in business decisions and valuations. Current market models, and their underlying assumptions dating all the way back to Bachelier's Brownian Motion of prices, seem, indeed, to be up for strict and thorough reconsideration, amidst all the heavy, limiting assumptions they set out, and generalisation they suggest, about how markets are thought to operate - also, often downplaying their actual complexity and volatility.