BELONG
Sunk Cost Activator
Once people have put in time, money, or effort, they feel a strong pull to keep going.
Once people have put in time, money, or effort, they feel a strong pull to keep going—because stopping would make that investment feel "wasted". If you ignore this, customers may drift away early, before any real bond forms, and all that potential sunk cost works against you instead of for you. When you design clear milestones and visible progress, their past effort becomes a quiet force that keeps them engaged and coming back.