Loss Aversion: Why ‘What You’ll Gain’ Doesn’t Work
Losses hurt 2-2.5x more than equivalent gains. This single finding from Kahneman and Tversky should change how you sell - but almost nobody applies it.
5 min read 
The Nobel Prize Research That Explains Why Your ROI Pitch Doesn’t Work
Kahneman and Tversky's Prospect Theory changed economics forever. Sales didn't notice.
4 min read