Let’s talk about cognitive biases: Sunk Cost Fallacy The sunk cost fallacy is where you continue to move forward with a decision using data points that are no longer relevant. Those data points are the “sunk cost”. It is essentially the tendency to pursue a goal that we committed ourselves to by dumping more resources and money into it regardless of the costs not being recoverable. We aren’t always rational beings no matter how much we like to think we are. We are often influ