The Book

Book_Focus“Promotion focus is about maximizing gains and avoiding missed opportunities. Prevention focus, on the other hand, is about minimizing losses…”

“Promotion motivation is, at its core, about satisfying our need for nurturance. It’s about filling your life with positives: love and admiration, but also accomplishment, advancement, and growth. Prevention motivation, on the other hand, is about satisfying our need for security.”

” When successful companies fail to innovate, what looks like complacency is often really a prevention-focused strategic defensiveness—a desire to protect the company’s gains by avoiding risk.”

We all want to experience pleasure and avoid pain. But there are really two kinds of pleasure and pain that motivate everything we do. If you are promotion-focused, you want to advance and avoid missed opportunities. If you are prevention-focused, you want to minimize losses and keep things working.

The Author



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