  The paper has 2 main goals: 1. We propose a variant of the CAPM based on
coherent risk. 2. In addition to the real-world measure and the risk-neutral
measure, we propose the third one: the extreme measure. The introduction of
this measure provides a powerful tool for investigating the relation between
the first two measures. In particular, this gives us - a new way of measuring
reward; - a new approach to the empirical asset pricing.
