Standing in a Tub of Ice Water [MicroBusiness]

Examines the processes and outcomes of launching engineering experiments. Why do we pursue engineering projects that don’t appear rewarding? We are human and susceptible to all manner of foibles, including our emotions. Sometimes, these emotions get in the way of sound business decisions. Sometimes, we create a rationale to support a questionable decision. Sometimes, we confuse peripheral factors for central ones, just to support preconceived notions.