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2022-09-21 13:00:11

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When Rajagopal Raghunathan told family and friends he would be running his first marathon, he didn't anticipate the twinge he felt in his foot while training a couple months later.

That rhetoric is deeply engrained, so it's no surprise quitting is frowned upon, said Raghunathan, a marketing professor at the University of Texas at Austin McCombs School of Business. We place a huge emphasis on succeeding and accomplishing goals, and quitting has become synonymous with failure, he said.

Society also puts successful celebrities, athletes and business leaders on a pedestal. These figures often describe failing countless times but never quitting until they achieved their goals. Admirers then conclude that to be successful, you must never quit, he said. But that perception is false, Raghunathan said.

"If you look at all the people who failed, you may also find out they never quit," he said. As a result, he doesn't see refusing to quit as the only key to success.

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