Brandy
Why Winning Your Market Feels Like Losing
19:57
There's a reason you haven't fully committed to a specific market. And it's not because you don't know who your customer is....It's because your brain is wired to feel the loss of everyone you're saying no to more intensely than the gain of the customer you're saying yes to. Psychologists Kahneman and Tversky called it loss aversion; the documented human tendency to feel losses roughly twice as…