“Instead of asking, ‘How much do I value this item?’ we should ask, ‘If I did not own this item, how much would I pay to obtain it?’ We can do the same for opportunities and commitment. Don’t ask, ‘How will I feel if I miss out on this opportunity?’ but rather, ‘If I did not have this opportunity, how much would I be willing to sacrifice in order to obtain it?’ Similarly, we can ask, ‘If I wasn’t already involved in this project, how hard would I work to get on it?'”

Greg McKeown, Essentialism (Page 149)