Focus: Use Different Ways of Seeing the World for Success and Influence by Heidi Grant Halvorson and E. Tory Higgins
The authors divide everyone into those with a "promotion" and a "prevention" mindset and provide advice on how to best guide and influence people based on that understanding. It is the standard "fit everything into this view" book. It makes sense in the context of the book. However, real people may alternate between risk avoidance and success seeking behaviors, even at the same time.
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