Hacking your brain’s biases and shortcuts to stick with hard, long-term goals - business, health and fitness.
Change Wired
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The Cost Fallacy
When you invest any sorts of effort into anything and you make your brain aware of that of that investment, you're much less likely to actually quit. Even when it is clear that abandonment would be more beneficial. So sometimes it can play against you, but sometimes you do need to persevere. For example, if the business strategy in your entrepreneurial journey isn't working, then maybe you need to pivot and change and quit this strategy to be successful.
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