923: How to Upgrade Your Influence and Persuasion with Michael McQueen
How to Be Awesome at Your Job
The Fear of Loss: The Key to Understanding Stubbornness
Stubbornness is driven by fear, but it's not fear of change itself. Instead, it's the fear of loss that causes people to resist change. This loss could be related to a sense of dignity, certainty, power, or other perceived losses. When individuals associate change with potential losses, they become stubborn even if the proposed change seems beneficial.
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