In a poker game you don't tend to bet big unless you're absolutely sure you've got the best hand. To have any idea of what other people may have you have to study their moves, contemplate what they may be playing and ultimately decide if they're bluffing. You can study all of these factors stringently and thoughtfully, yet at the end of the day you may still be proved wrong, hence why a poker game is gambling. Even with the most thought out conclusions you're taking a chance that your right.
In business terms most consider gambling mighty dangerous. Assuming what others will do without having concrete evidence would certainly make you something of a loose canon. Risk is not celebrated in business like it might be poker and yet, a recent IBM study found that one out of every three business leaders make critical decisions without access to the right information.
Of course, unless you've got x ray shades on you can never see the others player's hand until it's laid down on the table, but you can certainly find out enough to help make a reliable judgement decision. What have they played before? What have they got to lose? Do they have a reputation for bluffing? This is all information that can help reduce the risk factor when playing your hand.
If you're not taking the time to study your opponent, you'll lose more often than you win. Making decisions without being privy to all the information available is just too big a gamble to take. Even around the poker table.
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