Too many business owners suffer from loss aversion. They tend to avoid a possible less, by sticking with the status quo - what’s worked in the past that got them to where they are.

However, that also means they’re risking possible gain, by trying something new.

Markets continue to do what they’re going to do, and won’t put things on hold for us while we try to catch up.

Because if we won't disrupt what we've built, someone else will do it for us.

The Cognitive Marketer

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