This is session number 016 of the Influence Psychology and Persuasion podcast. This show investigates how humans are motivated. Are you playing to your own strengths and do you understand what drives you the most? Statistics and human nature dictates that we are far more likely to make a decision if that decision eliminates either FEAR or LOSS. Examples: Your boss asks you to work another 2 hours on Wednesday evening. If you do this you will earn another £20! Feel motivated to do this? Most of us would base this on whether we needed that additional £20, but how about you boss saying if you don't work on Wednesday evening you'd lose £20 per week from your salary? Think about that for a moment! Changing banks and utility suppliers is a very common one. Comparison sites show you what you can save if you shift, but add that up to what we may lose as a result of changing. What are the Risks associated with changing, what's the hassle that you will have to go through? Car insurers don't tend to have this issue as this is more accepted as a simple process. 1-2-1 therapy, business coaching and performance coaches all talk in terms of the big goal and what you want to achieve. Creating the compelling outcome and that will give you drive for the journey. However, history and psychology tell us a much different story. The truth is, we are far more motivated to take initial action to get away from fear, pain, and anxiety, than we are for achieving a goal or getting a reward. Take a look at this from Usain Bolt "