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Forget the 30,000-foot, big-picture view. When faced with a cutting-edge technological idea, business leaders who approach the idea in more concrete “how” terms—rather than in abstract “why” terms—are less likely to be deterred by its novelty and more likely to recognize its utility, which increases their propensity to invest, according to new research from the Olin Business School at Washington University in St. Louis.

This method of information processing, known as a low-level construal, is especially useful for leaders who lack technological expertise.

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