Why do we keep bad hires, bad clients, or bad strategies alive long after they’ve failed us? It’s the sunk cost fallacy—our brain’s trick that makes us double down just because we’ve already invested time, money, and energy. In this episode of The Cort Brady Podcast, I break down what the sunk cost fallacy is, how it keeps founders stuck, and the exact framework I use to cut losses, pivot faster, and make clean decisions. If you’re holding onto something just because of what you’ve already spent, this episode will help you let it go—and free your business to grow.