The discontinuity theory

There is a discontinuity point in almost everything we do. Anytime we make a choice we are choosing a different path because we believe that the current course of events would lead us towards a dead-end.

A "quit point", however, is more than just a mere decision point. When you quit, you are saying (and betting): "things are going well now but that won't last long because bla bla..." Bla bla is what substantiates your bet.

Conversely, you also are saying (and betting):"this way is gonna land us bla bla but we are going to slog away for awhile".

Simple question: "why don't you quit when bad things are impending?". Easy answer: "you, your product, your service, your 'whatever you are in' will be off the market by then". You are not the smartest guy in the room.
Second (hard) question: "what do you properly mean by 'quit'?". In order to quit you have to abandon a piece of something to gain a piece of something else.
So what are you waiting for?