Apparently, losing something makes you twice as miserable as gaining something makes you happy.
People will pay twice as much to get back something that they lost than they would pay for it in the first place.
So the next time you find that you’re an incumbent pitching to keep an account, remember that it’s going to hurt twice as much if you lose it.
Rather than giving up and assuming the worst, this means that you need to put in twice as much effort.
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