In retrospect, it turns out that Theresa May, the British prime minister, took a terrible risk by calling a snap election on the back of a 24-point Conservative Party lead over Labour in the polls. She had hoped to increase her power in Parliament from a slim majority of 330 seats — a mere four seats above a majority — to something in the range of 380 seats. Instead, her party dropped 12 seats and will now be forming a painful minority government at a time of great political turmoil due to Brexit. Is the lesson: Don’t take risks? No, the lesson is to take a customer-centric perspective on risk to avoid exposing yourself to risks that you didn’t contemplate.