She cowered in the corner in shame with a perceived ‘broken ankle’, having accidentally hurt her friend while galloping by. The five minute delay in tears showed her heart had the greater wound. She saw the pain of her friend that she had caused and didn’t like what she had (accidentally) done. To defend herself

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The thing about life is that bad news can’t be avoided. It’s apt to come sooner or later. The real bad news we all want to avoid is a life threatening diagnosis, especially when it’s sooner rather than later. Anything potentially life threatening is bad news in deed – whether for ourselves or for others.

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Marketers do what they can to help you buy more products. They found when you have to think you are less likely to buy. For example, Campbell Soup studied soup shoppers. They discovered if shoppers hadn’t found their favorite soup within 30 seconds, their blood pressure would rise, activating flight or fight and they would leave the

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