Many companies become successful by reducing risk for their customers.
Lyft and Uber exist to take the risk out of hitchhiking. AirBnB exists to take the risk out of letting strangers into your house. Insurance is a huge industry dedicated to taking the risk out of everyday life.
The company that is able to take on risk for their customers in such a way where they can systematically deal with risk at scale is a company that has a solid value proposition.
But even on a day to day basis, being able to reduce risk for someone else builds rapport and stronger relationship whether it be through doing work for someone else, doing small favors, or even simply providing advice.
What risks are you helping to reduce in the people around you?