“No matter how far you’ve gone down the wrong road, turn back.” This old Turkish proverb captures the essence of the sunk cost trap i.e., the human tendency to keep pouring time, money, or energy into something simply because we’ve already invested so much.
For founders in the MENA region, where building startups often comes with high stakes and even higher emotional investment, the ability to recognize and escape the sunk cost fallacy can make the difference between scaling a unicorn and sinking with a passion project.
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