Overcoming Sunk Cost Fallacy - featuring Tara Button of Buy Me Once

Joining me in the coaching time machine this week is a founder whose story many of you will relate to. Tara Button’s company Buy Me Once had outgrown v1 of her site as well as the platform she originally launched on. It’s a problem first time founders hope to have.

Tara knew she had to rebuild and relaunch in order to scale. But this is not a conversation about mistakes she made along the way. Because, as you’ll hear in this episode, Tara did nearly everything right. She outsourced talent to make up for the areas she lacked expertise, she used her network to vet her developers, she set a deliverable and a timeline. It should have been a successful launch and it wasn’t. So why is that?

In this episode, we talk about the notion of sunk cost fallacy and why certain deeply help beliefs and fears influenced Tara’s decisions in her journey.

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