Christian OsgoodCEO, Multifamily Strategy · CEO at Multifamily Strategy

People: The Biggest Risk in Business

26 Apr 2026 · 1 min

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In this segment from Christian Osgood’s YouTube video, the speaker argues that the most costly and frequent source of business failure is not external factors like corporate policy or interest rates, but the people involved—specifically their character and the choices made when hiring or partnering. He emphasizes that almost every misstep across numerous podcast episodes can be traced back to a single individual whose behavior or competence derailed the venture. By contrasting the variability of human performance with relatively predictable macro‑economic factors, he makes a persuasive case that people are the single biggest variable and risk in any business.

Chapters

it's not one mistake that you made. It's not one, one like, oh, well, we made this business. It's almost always, it's the people. It's always the people. It's the most expensive lesson every single time. Yes. You could probably go back through the last 100 episodes of this podcast and maybe pick out a small handful where it was like, hey, I made a misstep and I should have done this. Almost every time it's the one person and it, it comes down to character and who are you working with? People are the biggest variable in your business. People think your biggest risk is corporate policy, interest rates. That happens in real estate all the time. People are gonna be a million times more variable than interest rates could ever be. Interest rates can double, people can tank your business instantly. There's crazy expensive lessons