It is all about making what you think are acceptable risks. Kickstart something and you are part of the companies journey. Like everything, don't be silly with it and know what are you acceptable level of risk.
I've risked it on 26 projects. 6 have not yet delivered (but I am very confident they will). I've written off one. Two of the products were not all that great. It was the companies first attempt and it showed. I don't regret helping them have a go. The rest have been a mix of acceptable and awesome.
This is from a mix of board games, films and technology companies. I'm upset that I've had to write one off, but I knew that was a risk and accepted it.