The Costs of Not-Quitting:

"Annie Duke’s point about the opportunity costs of not quitting is insightful and rooted in decision theory. The core idea is this: continuing with a course of action just because you've already invested time, money, or effort in it (known as the sunk cost fallacy) can lead you to miss out on better opportunities.

By not quitting, you're not just choosing to persist — you're also implicitly choosing not to pursue other paths that might yield better returns (in utility, happiness, success, etc.). These forgone alternatives are the opportunity costs.

- She's absolutely right. Quitting, when done thoughtfully, can be a strategic move. In fact, successful people and companies often do quit — projects, markets, relationships — once the expected value of continuing falls below that of switching. The key is to recognize when the current path is no longer optimal and have the courage and clarity to pivot.

So rather than asking “What do I lose by quitting?”, it's often more important to ask “What do I lose by not quitting?” "