It\u2019s well known that launching innovations onto the market is difficult. Banks, investors, and customers\u2014quite irrationally\u2014seem far less interested in the potential profit than in the potential risk. <\/p>\n
For those who want to learn more about the reasons behind such behavior and find ways to deal with it, we recommend the new book by Daniel Kahnemann<\/strong>, psychologist, behavioral economist, and Nobel laureate in economics: “Thinking, Fast and Slow”<\/strong> (Siedler-Verlag)<\/p>\n <\/p>\n Kahnemann analyzes the various \u201cparts\u201d of our selves and, using a wealth of examples, describes how our intuitive thinking takes precedence, even when we\u2019re actually making rational decisions. Clearly, our intuition isn\u2019t statistically trained; otherwise, we wouldn\u2019t make so many mistakes. He spares neither his readers nor himself, pointing out his own errors in reasoning and reminding us\u2014with seemingly simple questions\u2014that we all think in similar ways and, at times, predictably, in the wrong way. <\/p>\n His book shows how decisions are made and which factors play a key role. Or would you have thought that our goal is to weave the best possible story out of our lives? <\/p>\n Among other things, you\u2019ll learn that\u2014and why\u2014the prospect of profit is more than overshadowed by the fear of loss. Your bankers and clients simply don\u2019t behave \u201crationally\u201d (neither do you, by the way), but at most believe that they do. We all tend to make decisions based on gut instinct. But once you understand how people tick, you can try to present your information in a way that ensures it\u2019s understood correctly\u2014or at least more correctly. <\/p>\n There are no set formulas\u2014you\u2019ll have to draw your own conclusions. But that\u2019s what makes it so exciting. Findings from behavioral economics, statistics, and psychology are just waiting for you to apply them to your next negotiations. Good luck and be creative! <\/p>\n","protected":false},"excerpt":{"rendered":" It\u2019s well known that launching innovations onto the market … <\/p>\n