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Straight to Yes: Asking with Confidence and Getting What You Want by Haider Imam

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CHAPTER 11

The Loss and Pain Brain

Arguably, we humans started from humble beginnings. Resources such as food, tools and shelter weren’t easy to come by and we had to hold onto what little we had – protection and frugality would have been survival principles for our “old-world” ancestors, far more than they are for most of us today in a disposable, consumer-driven world.

So, deep-rooted in our brains is a drive to protect and be frugal. Whenever we feel we might lose some of what we have (or could have) our warning program kicks in and we experience an emotional reaction.

When Sony released its PlayStation console in 1994/1995, the world had seen nothing like it and crowds lined up outside stores buying them quicker than Sony could supply them ...

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