We are motivated by fear of loss

Ask yourself these two questions:

1. If I act, what’s the worst that can happen?

​2. If I don’t act, what am I left with?

I’m not asking you to consider the best-case scenario — because, well, we aren’t motivated by best-case scenarios. Instead, we are motivated by fear of loss. Decades of research have confirmed loss-aversion theory: Our brains are programmed to protect against loss more than seek gain.