As entrepreneurs at the beginning of our business trajectory, we still often find ourselves all caught up in the fallacy of sunken costs. “But we’ve already worked so hard on that,” or “We’ve already spent so much money on that,” we say to ourselves as a reason to stay the course. But a sunken investment – whether of time, money, or emotional energy – is never a good reason to continue down a path that is no longer right for your company.
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