When we dedicate ourselves to a plan and it isnt going as we hoped, our first instinct isnt usually to rethink it. Instead, we tend to double down and sink more resources in the plan. This pattern is called escalation of commitment. Evidence shows that entrepreneurs persist with failing strategies when they should pivot, NBA general managers and coaches keep investing in new contracts and more playing time for draft busts, and politicians continue sending soldiers to wars that didnt need to be fought in the first place.

Think Again by Adam M. Grant