Every couple of months or so, I give a lecture in Jerusalem on the theme of “time management”. It is usually held at the MATI innovation centre in south of the city, directed primarily towards new immigrants to the country looking to set up an enterprise.

We are talking about a highly motivated section of the community. They seek to make that extra difference to society. Their ideas include the food industry, apps, journalism, retail and beyond. And yet……

And yet, almost invariably, most of the participants arrive late for the start of the talk. I cannot understand it. Here I am, an experienced coach and mentor, looking to impart free advice for their new start, and they miss the most important part of a talk – the beginning.

The question is why.

When I ask the guilty parties, the reply is frequently limited to a shoulder shrug. Neither very helpful nor inspiring. Blame the heat of the Mediterranean climate is what I am told to accept, which I reject on the spot.

During the talk, I look for a volunteer. I tell them to consider one task that they have put off carrying out for some time, even though they know it is important. I then engage them in a question and answer session for 60 seconds or so.

I ask them to consider what would happen if they were to carry out the assignment. When they respond, I ask the same the same question. The next response draws the same question, and so it continues.

The scenario comes to an end, almost invariably, when the person mentions that as a result of everything, they can make a sale and so earn extra income. It is almost as if they have been programmed to believe that making money is an evil – an abomination, which they should be very wary of.

Somewhat immodestly, I then link this thought process back to the reason why people are late for my seminar. Consider: If they were to turn up on time, they might learn something. Implementing that advice could result in additional revenues. Ouch!

Why are people so afraid of extra commercial value?