About not selling out: usually we make business decisions without knowing how things will turn out. We get advice. Market research is done. Even so, lots of

About not selling out: usually we make business decisions without knowing how things will turn out. We get advice. Market research is done. Even so, lots of business decisions are gambles -- especially entrepreneurial decisions. As long as you don't know which will work out better, selling out or not selling out, the estimated future benefit is greater for behaving well: if your project fails, you don't have to deal with shame on top of the failure.