As I sit across the table from a prospective client, we can absolutely agree upon one thing: Her business would be far better off if we built a fresh website from which we could promote her business and grow. I also know something else… she is not ready to do so. It isn’t that her business can’t afford a new site. It can. It isn’t that a new site wouldn’t provide substantial and (fairly immediate) ROI. I have shown her that it will. No, the objections she is raising all relate to her current website, which she had built fairly recently, at some cost and substantial time investment. We are dealing with a classic case of the Sunk Cost Fallacy.
