‘Feeling Rule Management’ - a new term coined by researchers Shibashis Mukherjee, Assistant Professor, Amrut Mody School of Management, and Clayton Thomas, Assistant Professor, Iowa State University, describes how specialised care providers manage difficult end-of-life conversations about palliative care. The key is not to dismiss their patients' emotions. On the contrary, the researchers concluded, validating patients' fear, hope or guilt helps.