Why We Forge Ahead--Even When We Know It's a Bad Idea

I was hyped. I could almost feel the pulse of New York City before I even stepped on the plane—the taxis the lights. This trip was going to be lit! My girlfriends and I had been planning to attend Fashion Week for months. I packed my suitcase a week early. I was SO ready.

Well… except for one thing. I had a nagging toothache. 

The First Warning Sign

I told myself it was nothing serious. I popped some Tylenol and planned to deal with it later. But the throbbing started with pressure during takeoff.

By the time I landed at JFK, the pain shot down the side of my neck.

At my last dental checkup, my dentist had warned me that I needed a root canal and referred me to an endodontist. I did try to schedule the procedure, but the soonest appointment happened to fall smack in the middle of this trip. No way was I canceling.

As the days dragged on, I smiled through the pain. I didn’t want to kill the vibe.

But let me tell you, I wasn’t having fun. Not at all. 

The Breaking Point

One night at a bar in Soho, a group of guys sent drinks to our table. My friends and I were so excited to be out and to be noticed! I raised my glass, trying to play along.

The moment the icy Amaretto Sour hit my tooth, I nearly screamed right there at the table! I swallowed it fast, hoping the alcohol would numb the pain. It didn’t.

While everyone else chatted and joked, I was silently counting the hours until I could go home and schedule that root canal. Every sip was a sharp reminder: I should’ve taken care of this.

Here's the Truth

I knew it would be a mistake to go. But I did it anyway.

I told myself:

• I already spent the money

• I made a commitment to my friends

• I didn’t want to miss out

But really? I fell into the sunk cost fallacy.

It’s what happens when we continue investing in something—even if it doesn't make sense—because we’ve already invested so much.

Sunk Cost Fallacy in Real Life

We do it all the time:

• Stay in jobs we hate because we’ve worked there “too long to quit now”

• Stick with relationships that aren't right because we’ve “been through so much together”

• Keep subscriptions, habits, or plans that no longer serve us—just to avoid feeling like we wasted our time.

The money, energy, and effort are already gone. But we hold on anyway, hoping it’ll pay off if we just keep pushing. 

When to Pivot?

You already know the answer. If something’s not working—walk away sooner. It can be that simple. You don't need to rationalize holding on.

Whether it’s a trip, a title, or a tough situation, let yourself release the weight of sunk costs. What you’ve already invested shouldn’t hold you hostage.

If staying costs you more than leaving (emotionally, physically, or mentally), it’s time to go.

In fact, here are three reflection questions to ask yourself when you're stuck:

1. Am I choosing this because it still serves me—or because I’m afraid to pivot?

2. If I started fresh today, would I still say yes to this?

3. What am I afraid I’ll lose if I walk away—and is that fear real?

A Note on Letting Go

Letting go isn’t weakness. It’s wisdom.
It’s learning to cut your losses—not your peace.
It’s releasing the pressure to prove something just because you committed to it once.

You are allowed to change your mind.

You are allowed to protect your energy.

You are allowed to choose peace over pride.

Want to Go Deeper?

If you want to determine how susceptible you are to sunk cost fallacy, check out this Harvard Business Review article at your leisure.