Turning losses into profits

Emotions are powerful instigators. They are complex, all-pervading, subjective and, in many instances, unexpectedly contradictory. Moreover, they are magnifiers. Therefore, an appropriate trigger elicits substantial, immediate and, often, sustainable responses. This is a fundamental key to recognise and to deploy when price alone is not the answer. Interestingly, the intensity of emotional reactions to actual, probable or possible loss is typically far greater than the intensity of the joy of ga

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