In some situations, it makes sense to quit. For instance, if you are implementing a new marketing plan for your business; and it turns out to be enormously expensive and generates no profits, it may be a good idea to give up on it and try something else.
Or, if you have a really bad addiction to narcotics or alcohol (or tobacco), you should quit.
In many, many other situations, however, we give up when there is no good reason to do so. Perhaps we’re about to finish some very difficult task, but we run into an unusually long string of snags right before we complete it. As a result, we get so discouraged that we simply give up.
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