09/11/2026
Last week I sat down with Carolyn Herfurth and Tina Forsyth to talk about selling my company.
Somewhere in the middle of recounting all of it, the conversation turned to the money we had wasted. Not the sale price. The spending that went out the door over the years and produced nothing. Coaching, mentors, programs, software.
All three of us could recall thousands of dollars of it. All three of us had examples ready, and the examples came fast, which tells you how close to the surface they sit.
None of us wanted to add it up.
Three women who have each built and sold something, sitting on a live video, and not one of us reached for the calculator. Some things are better left unknown.
That is what a price tag does to you. It makes performance measurable, and measurable cuts both ways. The same number that motivates you on a Tuesday can sit on your chest for a decade.
You already know the smaller version of this. The thing you bought at eleven at night that is still on the shelf with the tag on it, and you do not return it and you do not throw it out, because getting rid of it makes the loss official. The thing you bought in three colors and now call the best investment you ever made. The thing you use every week and do not like, and keep using, because it still has life left in it and you paid for it.
None of those is a decision about the item. Every one of them is a decision about the money that is already gone.
That habit does not stay in the closet, and where it goes next is expensive.
I wrote the whole thing up this week, including the one mechanic that takes the feeling out of the decision. Real estate investors have been using it for decades and almost nobody applies it to the rest of what they own. Link in comments.