This isn't your average business podcast and he's not your average host.

This is the James Altiger Show.

Today on the James Altiger Show, people dislike uncertainty.

Not just a little like bad weather or spoiled milk.

No people really dislike uncertainty.

And it's interesting because for instance, talk about it's a great thermometer of uncertainty

in the world.

It's not bad news or good news that makes the market go up or down.

It's kind of the level of uncertainty or uncertainty.

For instance, right now, the market's down more than people think the economy will fall

in part because we just don't know how long there's uncertainty about coronavirus.

There's uncertainty about what level of restrictions are around.

There's uncertainty how the economy is going to survive.

There's uncertainty because many people, including some people listening to this, have lost

their jobs.

So that uncertainty just makes you completely feel powerless and retreat into yourself and

the market collapses and everything kind of collapses in life more uncertainty of.

And you have good case studies of examples of this in academic studies.

How can we use this to persuade?

By the way, I was finishing up writing the book and experiences myself where I was on a

flight.

The flight was delayed, kept getting delayed.

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