The Importance of Setting a Goal

When setting a goal, you want to set it in terms of the gain and not the cost. I described in the book a study that i ran with franklin shaddy. People really don't like to invest it in the cost; they like to think about thegain. And this is what i mean by you want to focus not on the price that you are going to pay, but what you're going to get out ofa doing it.