The app was a bad idea. We built it anyway.

Weeks of discussion, nobody convinced, nobody excited. Deep down, we knew it wouldn’t solve the real problem.

But stopping would have forced us to admit the truth: all that time spent… was gone.

So we kept going. More time. More money. In the end, nobody used it.

The decision wasn’t about the future. It was about protecting the past.

That’s the trap of sunk cost. It’s not money. It’s the story we don’t want to tell.

Sometimes the better decision is simple:

Call it sunk cost. Walk away.