lose stands? Managers should therefore adopt an approach that appears counter intuitive - they should explain what stands to be lost if the company fails to seize a particular opportunity. lost what kinds of stands? what is stand? why they would lose stands if they fails to seize a chance? text: The value fit matters, says Cialdini, because innovation is, in part, a process of change, and under that pressure we, as a species, behave differently, ‘When things change, we are hard-wired to play it safe.’ Managers should therefore adopt an approach that appears counter-intuitive – they should explain what stands to be lost if the company fails to seize a particular opportunity. Studies show that we invariably take more gambles when threatened with a loss than when offered a reward.