Price the loss, not just the gain
Diagnose when loss aversion is blocking adoption and reframe the change around protected value.
The move: find the reference point before you sell the upside. In behavioral economics, a change is rarely evaluated from zero. People compare it to what they already have, what they expected to get, or what they feel they are entitled to keep. That current state becomes the reference point. Prospect Theory predicts that losses relative to that point can loom larger than equivalent gains. At work, this means resistance is often rational from the learner's point of view. A customer may resist a faster checkout if it removes a review step. A manager may resist a dashboard if it…
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