losing efforts without losing yourself

What can you say of a person that tries to lose more monies in a bad deal? It starts with S and ends with D.

In the face of overwhelming evidence that the deal, business, venture, or enterprise is doomed to fail, why it's even possible that more resources are being invested to it?

Is it wishful thinking, or losing face, or not looking bad in the eyes of the neighbors? Is it about pride? Is it about bad data or bad analysis? Is it about fear of facing the reality or consequences? It is about not accepting that it failed?

Regardless, it is a bad idea to pour money over bad money. 

The logic of the day is to cut your losses and run! But when people stubbornly refuse to let go of a failed venture, and turned a blind eye on reality, it is more emotional than anything logical at this point. 

You can teach a person to become logical about decision-making but you can't teach a person to be honest with himself. 

Being authentic starts from within. 

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