Reference entries (10)
- reference Pitch categories pre-emptively defeated by the GC cognitive profile — seven types this audience rejects before evaluating on merits
- reference Bird-in-hand sales architecture — start from GC's existing assets, propose bounded incremental improvements; NOT strategic reinvention
- reference Berger & Heath 2007 (JCR) — identity-signaling; consumers avoid choices of dissimilar others; non-peer cases actively de-persuade
- reference Goldstein, Cialdini, Griskevicius 2008 (JCR) — provincial descriptive norms ("guests in this room") outperform general descriptive norms; reference-group proximity matters
- reference Bounded-loss vs implicit-loss frame — implicit ("you'll fall behind") fails; bounded ("max exposure $X, kill points at month 2 and 4") works
- reference Heath & Heath SUCCESs (Made to Stick 2007) — Simple/Concrete/Credible load-bearing; Unexpected double-edged; Stories require recognizable protagonist
- reference Cialdini six principles, audited for the loss-averse trades buyer — reciprocity, commitment, social proof, authority, liking work; scarcity backfires
- reference Palmatier, Dant, Grewal, Evans 2006 (JoM) — meta-analysis; seller expertise + similarity are strongest antecedents; word of mouth is the most consequential outcome
- reference Tversky & Kahneman 1981 (Science) — "The Framing of Decisions and the Psychology of Choice"
- reference Research brief: risk aversion, loss aversion, and post-failure decision patterns in GC and trades-business decision-makers (May 2026)