Leaders typically address their teams with the goals of either reaffirming behaviors or effecting behavior changes. This can be difficult on an average day considering people are typically more motivated to support their own ideas, beliefs and behaviors than they are to listen to business leaders explain why they should change.

Before employees commit to proposed changes, they must feel like their personal interests will be served, their fears will be addressed and they can protect their self-image.These principles are especially true in times of stress, when people are often more motivated by fear of loss than the allure of potential gain. They may imagine how good the gain would feel, but they know exactly how bad the loss will hurt.

During times of stress this fear can cause people to become more defensive, cling harder to what they are comfortable with, distrust perceived outsiders and look for information that appears to confirm their worst fears while ignoring information that could guide them toward a positive outcome.

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