# If at first you don’t succeed, then what?

- Institution: Gresham College
- Speaker: Professor Helga Drummond
- Year: 2009
- Level: For everyone
- Language: English
- Subjects: Business and management, Philosophy
- Source: [Gresham College](https://www.gresham.ac.uk/watch-now/if-first-you-dont-succeed-then-what)
- Licence: [Educational use (Gresham College's terms)](https://www.gresham.ac.uk/terms-and-conditions)
- Who can watch: Teens profiles and older (sources give no ratings; placed by Invisible Network from the source's own words)

One of the most important decisions we may ever need to make is whether to continue investing time and money in a decision that is not turning out as expected. This lecture explores what drives us to persist despite poor odds and how, as a result, we can end up 'throwing good money after bad'. Helga Drummond is Professor of Decision Sciences at the University of Liverpool Management School. Her latest book, How to be a Successful Entrepreneur, is published by Kogan Page.

## Lectures

1. [If at first you don’t succeed, then what?](https://invisiblenetwork.ai/learn/gresham/if-first-you-dont-succeed-then-what/1209a0266cdc) (YouTube)