The impact of loss aversion. Psychology shows that losing hurts more than winning satisfies. This phenomenon is called "loss aversion". Entrepreneurs often avoid changing inefficient processes for fear of losing what they have already achieved, even if potential gains are greater. Investors keep falling assets because they cannot afford to make losses. The efficient strategy is to learn to redefine loss as learning. Tools like stop-loss, business-controlled testing and opportunity cost analysis help reduce emotional attachment and allow more rational decisions, maximizing results.