What separates measurable risk from Knightian uncertainty, and why do great fortunes go to those who bear the unknown?
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Knight's distinction between risk and uncertainty
Define risk as randomness with known probabilities and uncertainty as randomness nobody can parameterize, using mortality tables and life insurance's thin profits as the example of risk.
Outsized rewards for bearing uncertainty
State Knight's claim that zero profit holds only for quantifiable risk, and record the Morgan and Gates fortunes beside the many failed entrepreneurs as the skewed payoff to uncertainty.
The Ellsberg paradox
State Ellsberg's 1961 finding that people pay to avoid the bet with unknown odds even when its expected payoff is identical, and record the evolutionary account of that instinct.
Selective attention and the gorilla
Describe the selective attention experiment and record the conclusion it supports: human cognition is finite, with blind spots for whatever we are not looking for.