Yet, we are designed to be twice as likely to want to avoid a loss as to seek a gain - as shown by loss aversion...
en.wikipedia.org/wiki/Loss_aver…
Hence, a startup has to make an offer which requires potential customers to act urgently...
![](https://pbs.twimg.com/media/EIN7s6WXkAAeWqk.jpg)
When you arrive at this point - prospects will get their phones out quickly and pay you!
![](https://pbs.twimg.com/media/EIN7tm5X0AAwb6t.jpg)
Work with a coach who has been through several successful startups & can help you unpick the pain / product to market fit (mediamodo.co.uk)
Or join the Breakthrough Strategy workshop at @BIPC
…iness-model-nov-2019.eventbrite.co.uk/?aff=wptw