The sunk cost fallacy is when we don’t want to step away from something we’ve spent time or money on, even though that’s the sensible thing to do.

In this clip behavioural expert Bri Williams talks through why it happens and how it impacts your business, and shares strategies to overcome and use it to advantage.

More about Bri: https://briwilliams.com/
More about Just Do This: https://www.briwilliams.com/about-jus...