Is “Sunk-Cost-Maxxing” Blocking Crypto’s Future?

• “Sunk-cost-maxxing” leads to constant project pivoting
• Long-term development is often sacrificed for short-term trends
• Rosie Sargsian urges a focus on building lasting value

In the ever-evolving world of crypto, where new tokens and projects launch daily, there’s a troubling pattern holding the industry back — something Rosie Sargsian of Ten Protocol calls “sunk-cost-maxxing.”

This term refers to the tendency of founders, teams, and even investors to continue pouring resources into a project not because it’s working, but because they’ve already spent so much on it. Instead of cutting losses or committing to a clear vision, many keep pivoting — hoping the next change will finally catch on.

The Problem with Endless Pivoting

Sargsian argues that this constant shifting is creating an ecosystem where nothing gets the time or focus it needs to truly succeed. “Nobody stays long enough to build anything that lasts,” she says. Instead of refining and improving existing solutions, teams abandon them at the first sign of trouble or hype elsewhere.

This creates a crypto landscape full of half-finished products, unmaintained protocols, and communities that struggle to grow because the vision keeps changing.

In traditional tech, successful platforms often take years to reach maturity. But in crypto, if something doesn’t moon within months, it’s usually discarded — regardless of its potential.

Time to Reboot the Builder Mindset?

To move forward, Sargsian believes the industry needs to shake off the fear of sunk costs and focus on creating lasting value. That means fewer pivots, more patience, and a willingness to weather the ups and downs of development cycles.

Long-term innovation isn’t built in Telegram chats and Discord pumps — it comes from teams who stick with a vision, even when it’s not trendy.

Crypto doesn’t lack talent. What it lacks is time, consistency, and the courage to build through uncertainty.