How does the fear of losing a par putt compare to the desire to make a birdie putt for professional golfers?

Adrian Gore
Replied byAdrian Gore

Founder & Group CEO at Discovery Group

Niche: Health & Wellness
Revenue: Approx. 400 Million/month
Location: Sandton, Gauteng, South Africa
Started: 1992

Research shows that even top professional golfers putt more accurately when saving par than when trying to make a birdie. Saving par is about avoiding a loss, while a birdie is a potential gain. You cannot trick the human brain's natural loss aversion, which drives us to work harder to prevent loss.

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