the-mental-disease-that-destroys-businesses-and-lives 
The Shrink for Entrepreneurs
MAY 16, 2011
Today I want to shed light on an incredibly prevalent mental phenomena that, to some extent, is present in every human being’s behavior. Sunk Cost Bias occurs (in business, love and life) when we invest anything substantial. It’s a cancer of thinking that rots logic and chokes common sense.
The Shrink for Entrepreneurs
SEPTEMBER 20, 2010
Human behavior is driven by two powerful mental forces: the emotional tug toward what we want and the emotional push away from what we wish to avoid – it's the pain & pleasure principle. We avoid unnecessary hard work, spurn chores and jog away from obesity and disease. but there's so much more to sales psychology. A lot more.
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