The Fear of Loss: The Key to Understanding Stubbornness

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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.

Michael McQueen reveals the keys to persuading even the most stubborn minds.

— YOU’LL LEARN —

1) Why data and evidence don’t change minds.

2) How to sell change to anyone.

3) A surprising way to make people more agreeable.

Subscribe or visit AwesomeAtYourJob.com/ep923 for clickable versions of the links below.

— ABOUT MICHAEL —

Michael McQueen has spent the past two decades helping organizations and leaders win the battle for relevance. From Fortune 500 brands to government agencies and not-for-profits, Michael specializes in helping clients navigate uncertainty and stay one step ahead of change.

He is a bestselling author of ten books and is a familiar face on the international conference circuit, having shared the stage with the likes of Bill Gates, Dr. John C. Maxwell, and Apple co-founder Steve Wozniak. Michael has spoken to hundreds of thousands of people across five continents since 2004 and is known for his high-impact, research-rich, and entertaining conference presentations. Having formerly been named Australia’s Keynote Speaker of the Year, Michael has been inducted into the Professional Speakers Hall of Fame.

• Book: Mindstuck: Mastering the Art of Changing Minds

• Book website: Mindstuck.net

• Website: MichaelMcQueen.net

— RESOURCES MENTIONED IN THE SHOW —

• Book: On Being Certain: Believing You Are Right Even When You're Not by Robert Burton

• Past episode: 124: The Science Behind Trust and High-Performance with Paul Zak

• Past episode: 746: How to Foster Deep Connection and Influence with Zoe Chance

• Past episode: 780: How Minds Change and How to Change Minds with David McRaney

• Past episode: 862: How to Create and Choose Better Solutions with Sheena Iyengar

— THANK YOU SPONSORS! —

• Storyworth. Give a personal gift from the heart this holiday season at StoryWorth.com/awesome

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