People hate losing things. A lot. In fact, they hate losing things more than they like winning. It’s called Loss Aversion, perhaps the most predictable driver of customer behavior that exists. It is also one of the most powerful marketing tools you have. This episode explains what Loss Aversion is and how to use it to your advantage when you design your Customer Experience. We also talk about how you can use this reliable and universal concept in a positive way to get the customer driven growth you want.