In this powerful third appearance, bestselling author and decision strategist Annie Duke dismantles the myth that grit is always good — and makes the case for why strategic quitting is essential for success. Drawing from cognitive science, personal experience, and examples like Muhammad Ali, Dave Chappelle, and Stuart Butterfield (Slack), Duke illustrates how our obsession with persistence blinds us to opportunity costs, sunk cost fallacies, and identity traps.From failed startups to toxic jobs to long-dead relationships, this conversation explores why “quitting on time will feel like quitting too early”, and how tools like turnaround times and kill criteria can save your future. Annie also shares insights into why optimism can distort expected value, how founders sabotage themselves clinging to identity, and what Sears, a bankrupt retailer, can teach us about letting go.This episode is a reality check for dreamers, and a blueprint for making smarter, faster, braver decisions.

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