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catlan: People are willing to do more not to lose, oftentimes, than they are with the same opportunity to gain the same amount. He says some of the ideas that could be really compelling is basically giving people something that if they don't use it within a certain time frem they lose it. Catlan's favourite example of loss aversion is probably from amazon prime. They know that losses loom larger than gain, so when you try to unsubscribe,. they don't tell you about all the benefits you'll miss out on in the future, like free delivery or prime t v. Instead, they highlight the a savings that you'll lose.