What 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.