Every now and then, we come across a book that resonates deeply, arriving at just the right time. For me, that book in 2024 was Quit by Annie Duke. Published in 2022, I only wish I had read it sooner.
The full title is Quit: The Power of Knowing When to Walk Away. As the name suggests, it’s about quitting—but not in the way we’re conditioned to think about it. As soon as we’re young kids we’re taught that quitting is inherently a bad thing to do, a symbol of weakness, yuck! We all know the sayings: “Winners never quit, and quitters never win” or “Giving up is the only sure way to fail.” Nobody wants to be labeled a “quitter.”
But this book gives quitting the credit it deserves. Because we’re all quitters. We have to be. To focus on what works, we must let go of what doesn’t. It’s about finding the balance: understanding when quitting is failure versus when it’s a necessary step toward success.
That doesn’t mean we should quit everything the moment it gets hard. Instead, it reframes quitting as a tool—a decision we can make without fear or dread.
Why It Hit Me
It gave me permission.
Let me explain. Almost three years ago, I moved my family from Tokyo to Ottawa. Professionally, the goal was to expand operations of the company I work with into North America—an idea I proposed, strategized, and took full ownership of. I painted a vision of how this expansion could benefit the company.
On a personal level, we aimed to set down roots, become part of the community, and enjoy Canada’s multicultural environment, offering my kids a chance to grow up in one of the best countries in the world. As plans go, it seemed like a solid one.
Fast-forward a couple of years, I found myself pushing past healthy limits to make this work. Without going into too much detail here (maybe another post), I can summarize the feeling: I was on the verge of knocking over the first domino in a chain reaction of disappointment and what might be labeled as failure.
I constantly told myself, just a bit more time. Maybe try something new—anything to keep going. But as I fought to reach the light at the end of the tunnel, I realized I’d lost sight of the exit. I felt trapped in a losing battle that no longer seemed worth fighting. Yet stopping meant accepting losses and being labeled a quitter.
It wasn’t until I read Quit that I realized how overdue the decision to act had been. The book’s arguments resonated with me, offering a fresh perspective. For the first time, I felt like I had permission to refocus, validate the signs of change, and quit without shame.
Takeaways That Resonated
- Quitting as a tool for success.
This redefinition of quitting was liberating. Rethinking quitting as a necessary step for success allowed me to evaluate it as a tool, free of guilt or the label of failure.
“Decision-making in the real world requires action without complete information. Quitting is the tool that allows us to react to new information that is revealed after we make a decision.”
Annie Duke, Quit: The Power of Knowing When to Walk Away
- New information counts.
There it is in the last quote, “new information that is revealed after” – that one hit me hard. I realized I was evaluating current outcomes based on an outdated decision formula. I’m guilty of doing this sometimes. Plans are rarely perfect, and new information can sneak in and erode their effectiveness if we’re not paying attention.
- The sunk cost fallacy
While I was already familiar with this concept, the book framed it beautifully: wasted time should be evaluated in terms of the future, not the past. It’s easy to get stuck thinking about how much you’ve invested, but that shouldn’t dictate what you do next.
- Endowment effect
We tend to get overly attached to ideas we “own.” Letting go of something we’ve invested in—emotionally or otherwise—feels like losing a part of ourselves. But sometimes, the best move is to step back and make room for better opportunities.
- Kill criteria.
Evaluating whether to quit or keep going in the middle of a storm is nearly impossible. There are too many biases pushing us to persist. Instead, the book suggests setting clear “kill criteria” in advance—triggers for when it’s time to walk away.
- Quitting coaches.
Having someone objective to help you evaluate your situation can make all the difference. It’s easier to spot when someone else should quit, but much harder to do it for ourselves.
- Goals are a double edge sword.
This was new to me. The pass/fail nature of goals can help drive success, but it can also set the stage for failure if we become rigid and inflexible in our pursuit.
Should You Read / Listen to Quit?
Absolutely. Do yourself a favor and read it. Some readers might find the book repetitive or redundant at times, but for those who encounter it at the right moment, the nuance between these seemingly redundant points is noticeable.
In closing, these are just my takeaways. Everyone connects with different parts of a book. While Quit has mixed reviews, it struck a chord with me – especially since I hadn’t read much on the topic of “pivoting” or quitting before. If this resonates with you, it might be worth giving it a shot.
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