If a stock's firm-specific risk is real, why does the market refuse to pay you a cent for bearing it?
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Aggregate risk versus firm-specific risk
Split a stock's risk into economy-wide and firm-specific parts, state that a diversified investor cares only about its contribution to portfolio risk, which is beta, and record that about fifty stocks suffice.
Unrewarded risk in concentrated holdings
Give the examples of own-company stock, own-industry stocks and employee stock purchase plans, and record how each adds to the risk already carried by human capital.
The window washer and the Irish jig
Retell the window washer paid about $60,000 who earns nothing extra for dancing a jig, note the skill exception, and define beta as unsheddable risk and variance as total risk.