GTM Unleashed: Regret Theory: The Delicious Agony You Never Knew You Needed

Ah, regret. That bitter-sweet tang of “what could have been.” You know what I’m talking about. That gnawing, irritating feeling that you missed out, messed up, and let the golden ticket slip through your clumsy fingers. But here’s the kicker: Regret isn’t just a tiresome byproduct of bad decisions—it’s an essential part of your decision-making process. Welcome to Regret Theory, my friends, where missed opportunities and lamentable choices become the ghostly counselors of your future.

For every major decision in my life, personal or professional,  I ask myself the following question: In 5 years (or any elapsed time), will I regret not having made this decision?  If the answer is yes, then I go to work.  If the answer is no, I promptly forget lest it become a distraction.  I cannot think of any situation other than prolonging some decisions that seemed valid at the time where this has ever failed me.

You think I’m kidding? Regret Theory, in all its somber glory, revolves around the idea that the emotional pain of regret influences our future choices. Yep, you heard me. The agony of ‘what if’ isn’t just poetic nonsense; it’s hardwired into your decision-making matrix. Economists and psychologists are having a field day dissecting how regret—or the anticipation of it—steers the ship when navigating through the choppy waters of choice. And make no mistake; these waters are infested with the sharks of missed opportunities.

Consider this: Regret pushes you to take risks and sometimes compels you to play it safe. It’s that angel-devil combo on your shoulder, an emotional algorithm calculating pleasure against potential pain. Are you going to invest in that volatile stock? Are you going to swipe right on that mysterious profile? Or will you cower in the safe haven of ‘I’d rather not’? Regret Theory contends that you’re not just measuring the payoff but also gauging the emotional tax of future regret. And you’d better believe that tax is steep.

Don’t just brush off regret as the emotional hangover from your bad choices. Embrace it. Savor it. Learn from it. To paraphrase Oscar Wilde: “Experience is the name so many people give to their mistakes.” And let me add this: In the economics of emotion, regret is the currency of experience. You can either spend it wisely or squander it foolishly, but you can never escape its compelling influence.

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