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Because we put time or effort or money into anything we have started, the sunk cost fallacy affects all of our decisions about whether to stop.

When we embark on an endeavor, we also accumulate debris – the time, money, and effort we have spent. As we accumulate costs, the mass grows, escalating our commitment and making it more an more difficult to quit.

Life is just too short to be spending our time on things that aren’t worthwhile. We all need people around us who will tell us when we’re on the wrong path.

…expected value is not just about money. It can be measured in health, well-being, happiness, time, self-fulfillment, satisfaction in relationships, or anything else that affects you.

If we let our desire for more and more extrinsic rewards monopolize our time and attention, it prevent sus from engaging in autotelic activities that would actually increase our happiness.

By design, every computer and video game puzzle is meant to be solvable, every mission accomplishable, and every level passable by a gamer with enough time and motivation.

…when we see success or failure as an entirely individual affair, we can’t bother to invest time or resources in someone else’s achievements.

Timing is everything. If you undertake these changes while your company is still healthy, while your ongoing business forms a protective bubble in which you can experiment with the new ways of doing business, you can save much more of your company’s strength, your employees and your strategic position.

The first mover and only the first mover, the company that acts while the others dither, has a true opportunity to gain time over its competitors – and time advantage, in business, is the surest way to gain market share.

…people who try to fight the wave of a new technology lose in spite of their best efforts because they waste valuable time.