Your Start, Stop, Keep exercise keeps dying at one list — and it's costing you millions. Every offsite, the Stop list gets punted to the lowest-energy moment of the day, right before the taco buffet. Sunk cost, perpetual punting, and sacred cows keep dead projects alive while capital stays trapped. Here's how to weaponize math, enforce a real go / no-go line, and move Stop to the morning — so you finally free up resources for the work that actually has a chance.