How to Counteract Cognitive Bias in Business

We don't view things as a loss until we ose out the project or the idea. We have a tendency to keep pouring time and energy into things that are losing, because we don't want to admit what we've put in so far is wasted. Most of our money that we spend not refundable. You're not getting it back. So you it's hard to do, but the way to deal with that is to try to put aside what's come gotten you to the point you're at now.