The body has auto response to protect itself and seek for survival. Likewise, in social situations, the brain responds accordingly: threatened? Response is to retreat or fight; reward is on the horizon? Response is to move towards it.
If there is a perceived pain that is associated to moving towards a certain direction, people will be hesitant and won’t move towards it at all; 
in contrast, if there is a perceived pleasure that is associated to moving towards a certain direction, people will be enthused and will move towards it.
If there is a perceived pain that is associated to NOT moving towards a certain direction, people will be compelled to move towards it; in contrast, if there is a perceived pleasure that is associated to NOT moving towards a certain direction, people will stay where they are.
It is the Pain Pleasure Principle (PPP)!
Awareness and Influence: Being aware of the brain’s response to physical, physiological and social situations helps you as a coach to influence people. In this connection revolution — where shouting at people’s faces telling them what to do or buy no longer works — the ability to influence people to move, act, think , buy, and collaborate is paramount.
To be continued.
