Our human mind dislikes letting it go. A lot of it has to do with sunk cost. Our capital, emotional attachment to the cause, relationship et all.

I keep reading and motivational speakers and social media marketers championing: Don’t Quit. What they don’t tell you is the opportunity cost.

Our sunk cost takes over our opportunity cost. We get blinded by we can do it, it will work. Our rationality goes for the toss, we are only getting closer to death and trying to work on a product, relationship which has no future.

Smart folks know when to leave and let go things. The only permanence in our life is the very nature of impermanence.