# pride prevents us from giving up on something > The “Pride goeth before destruction” lesson (Proverbs 16:18). Emotional attachment to Concorde, and sovereign pride of the English and French governments, caused the willing suspension of economic reason. In small business, pride can be a productive motivator – but it can also be the problem ([[Jim Blasingame#^1qvrf]]) Pride was one of the reasons that the concorde lasted as long as it did. We are so afraid of what other people will think. That we are 'quitters'. That we can't hack it. "I knew they wouldn't be able to do it" "I knew it wouldn't work out" > One is simply that we don’t like to be wrong. There’s a [mental disconnect](https://psycnet.apa.org/record/1993-97948-000) between the effort we put in and the lower than expected return on our investment. As a result, we exaggerate the benefits to justify the cost. ([[(Martin, 2019)#^-txtz]]) > We also want to convince ourselves and others that [we’re not wasteful](https://onlinelibrary-wiley-com.ezp.lib.unimelb.edu.au/doi/10.1002/%28SICI%291099-0771%28199609%299%3A3%3C213%3A%3AAID-BDM230%3E3.0.CO%3B2-1) or ‘quitters’. ([[(Martin, 2019)#^sppva]]) - Fuck what other people think. Knowing when to fold is a positive trait. - [[Kylee Lessard]]