Why can't you let go?

What pet feature ideas and old chairs have in common

Why do people hang on to those old IKEA chairs too long?

Simple: because they built it.

This is the endowment effect.

Going back to the first question: *should you quit?*

If your gut instinct answered yes, but you can't seem to let go, the endowment effect may be why.

As we invest ourselves in our creations, we become passionate about them.

The more we invest, the more we identify.

The more we identify, the more we hold on.

And then we can’t let go.