The Greater the Risk
The Improbable Rise of an Israeli International Business Leader and Peacemaker

“Shaked traces a life of grand ambitions from its humble origins to…how he ended up making enough money to try and broker peace…" —BookLife from Publishers Weekly. “…a blueprint for using success to create social impact.” —Seattle Book Review“Avi Shaked’s gripping story is that of an Israeli who bridged the worlds of international business and peace-building…offer[ing] unique insights into how economic relationships can potentially serve diplomatic ends.” —Yoram Dori, former advisor for Israel’s President Shimon Peres and author of The WhispererWhat does it take to become a successful international business leader and Middle East peacemaker? In The Greater the Risk, Avi Shaked chronicles his extraordinary journey from humble beginnings as a first-generation Israeli to his role as founder of 888.com (now EvokePlc) to using his wealth to support peace efforts to end the Israeli-Palestinian conflict.From his first job in construction to an IPO on the London Stock Exchange to a bold peace offer of $1 billion and signing the Geneva Accord, Shaked’s story takes readers on a personal and riveting roller-coaster ride as he risks everything to build his company, honor his family, and seek an enduring peace in his homeland.As he navigates family struggles, historical upheaval, and high-stakes business ventures, Shaked learns invaluable lessons about resilience, relationship-building, social responsibility, and transforming adversity into opportunity. More than a memoir, The Greater the Risk is a timely reminder that positive change requires perseverance, innovation, and a willingness to take risks for the greater good. Shaked’s inspiring story reveals how unwavering commitment and belief, especially in the face of uncertainty, can create a lasting and positive impact.