Shannon Jones

Yeah, I would love to hop in because in my role in strategic operations, I'm really at the intersection of our product teams and also work really closely with our CEO, who is a wonderful visionary, lots of ideas, but he's super passionate about

for our members, especially as they go through market cycles, market downturns and everything to really realize this is a long term investing journey and to really ride the waves of those journeys, knowing that the market cycles come and go.

You'll have good days, you'll have bad days.

And it really is about staying the course.

I'd love to get your take.

How does I think the emotional reframing in your mind empower people to take like braver actions to stay the course?

Especially when it comes to finances or really in anything as it relates to investing, like how do you connect the dots there?

I love that.

I would love to keep going along those same lines.

You explain in your book, Hacking the Human Mind, which I love that title, by the way.

Got a lot of looks at Thanksgiving for my in-laws walking around with that book, by the way.

But you explain in the book that loss aversion is really one of the strongest forces in human behavior.

You use the Got Milk campaign just to show how powerful that is.

The ad didn't sell milk's benefits.

It was really...

fear of running out.

And at The Motley Fool, obviously, we see loss aversion every time members will panic sell or freeze during those downturns.

So my question is, why is loss aversion so dominant?

And how can companies like ours really help people make better long-term decisions without really exploiting that fear at the same time?

Just to pick up on that, I think in the book you actually use Amazon as a great example with sunk cost fallacy in their Prime subscription model.