He considers it his duty to help these founders understand the futility of persevering, so these brilliant people can move on to more worthwhile opportunities. The first obstacle Conway faces is the most obvious one: getting founders to actually recognize that the venture is failing and that it's time for them to walk away. Conway is battling the host of cognitive and motivational forces that make it hard for these entrepreneurs to do that.

People didn't even agree on what the terms always and never meant! If you're like most people, you were pretty surprised by these results. Most of us aren't aware of the wide range of what these words mean to different people. We assume that when we use a term, other people use it in the same way we do and mean the same thing we do.

Experience is necessary for learning. But we process that experience in a biased way. This means that the very feedback you need to become a better decision-maker can interfere with your ability to learn good lessons from experience.

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The real advice we should give people is more complicated than you can fit in a four-word slogan: Quit while you're ahead . . . when the game you are playing or the path you are on is a losing proposition. If you are in a situation that carries with it a negative expected value, by all means quit. But keep going when you have a positive expected value.

Just as great poker players and chess players (and experts in any field) excel by planning further into the future than others, our decision-making improves when we can more vividly imagine the future, free of the distortions of the present. By working backward from the goal, we plan our decision tree in more depth, because we start at the end.

But for so many of us, that fear of falling short makes us not want to start. As Richard Thaler quipped, "If a gold medal in the Olympics is the only grade that passes, you do not want to ever take your first gymnastics class."