In pursuit of our goals, one of the most painful decisions we can face, is the possibility of failure. And given that we are hardwired to avoid pain, it is not uncommon for us to adopt a philosophy that to quit, to surrender, or to otherwise disengage from a goal is “unthinkable,” or “not an option”. This same philosophy is reinforced in certain cultural beliefs, such as in the power of positive thinking, the law of attraction, or in the unquestioned wisdom of a popular celebrity.
Richard Feenstra is an educational psychologist, with a focus on judgment and decision making.
Bobby Hoffman is the author of "Hack Your Motivation" and a professor of educational psychology at the University of Central Florida.