When price alone is not the answer

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, emotional reactions to actual, probable or possible loss are typically about twice the intensity of the joy of gain. That fact alone p

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