It isn't about risks or risk-taking at all. It is about better observation leading to noticing and taking advantage of opportunities. What is the risk in being given an offer to easily make 250 British pounds? The unlucky people didn't even see it! (The lucky people presumably would have noticed that, but didn't because they noticed that the second page gave them the answer they were looking for so they didn't read the rest of the paper.)
He then figured out some of the factors that lead to the improved observation rate, and found that he could teach "luckiness" as a skill. Of course you aren't going to actually be lucky if you learn that skill. But if you have it you'll have more opportunities to take advantage of. And that's pretty worthwhile.