In this solo episode, Jay revisits a formative moment from middle school that turned “never quit” into his lifelong badge of honor—and how that same belief later became an Achilles heel. Perseverance helped him finish books, build businesses, and do hard things. But persistence misapplied can steal time from our future selves. Jay unpacks why winners actually quit—on purpose—and how sunk costs, loss aversion, and commitment bias (hello, Concorde fallacy) keep us stuck doing what no longer serves us. He explains why not quitting isn’t automatically about integrity, how to avoid giving up too soon, and how to distinguish “throwing in the towel” from informed, strategic quitting. Jay draws on stories—from Seth Godin’s “winners quit” insight to Stuart Butterfield shutting down a game to create Slack, to Steve Jobs cutting Apple’s 350 products down to four—that illustrate how saying no to good (and average) frees you to say yes to great. Jay also shares a simple, repeatable framework: 1) set “pre-mortem” rules before you start (clear criteria for when you’ll continue or quit—think Everest’s 1 p.m. turnaround), 2) run regular Stop/Stay/Start reviews to reclaim calendar space, and 3) bring in outside perspective (data, your team, or a coach) to neutralize bias. Start small—quit one thing, even a 30-minute weekly time drain—and use the energy you regain to invest in your ONE Thing. Challenge of the Week: Quit one thing today. Choose a commitment you’re keeping for the wrong reasons—habit, expectation, or sunk costs—and bow out gracefully. Send the email, make the call, or hit “unsubscribe.” Use the reclaimed time for your ONE Thing this week. *** To learn more, and for the complete show notes, visit: the1thing.com/pods. We talk about: The difference between giving up and strategic quitting A three-step framework to decide what to stop, what to keep, and what to start Real-world examples—from Slack to Apple—of quitting your way to better results Links & Tools from This Episode: Read Quit: The Power of Knowing When to Walk Away by Annie Duke Read The Dip by Seth Godin Listen to Episode 521. Build a Business That Won’t Burn You Out with Chris Ducker Read the Twentypercenter newsletter story on sunk costs and bad movies Free Resources Want to be a guest or share feedback? Email podcast@the1thing.com or send us an audio note at Speakpipe.com/the1thing. Produced by NOVA