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The current rate of change in rural areas places strong coping demands on a population that is not as accustomed to change as their urban counterparts. Productive coping involves taking responsibility and being in control of a situation, and recognizing that change provides opportunities for growth and learning. Several different authorities are cited including: John Adams and John Hay; Douglas Duckworth; Nelson Bolles; and Viktor Frankl.

Businesspeople can use mental techniques of imagining or visualization to increase their performance and improve their attitude. Imagining involves rehearsing events such as presentations in the imagination before making a presentation. The technique is based on the assumption that emotional expectations regarding events can have a major effect on the success or failure of events. Imaging involves: relaxing by taking long slow breaths; picturing a relaxing setting; and mentally rehearsing a perfect performance and the satisfaction that goes with it.