Tap into the emotion

We fear losing what we have more than we desire gaining something new. You might refuse to sell a losing stock because you don't want to accept the loss, even if it's a wise financial decision.

Loss aversion refers to the fact that we feel stronger emotions about losing something than we do about gaining the same thing.

For example: If you found $20 on the ground, you'd be pretty happy. But if you had $20 in your wallet and lost it, you'd be really unhappy.

Organizations and even families have their own type of culture and the largest differences around emotions are called cultural-display rules.

All cultures recognize the basic emotions and they’re all expressed the same way, but those display rules, which are a function of our culture,...