When I was first getting into the business of selling educational programs, a famous zero-down real estate guru asked me, "Do you know the thing people who take my courses want most?"
"They want to avoid taking action."
. The theories as to why people don't take action are many and varied. The three that make most sense to me are:
This is what B.F. Skinner had to say about it in A Brief Survey of Operant Behavior:
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