【有选择就有成本】
即做某件事的成败，就是你为了它所必须放弃的最高价值。
做成本思考的时候，不仅要考虑当下所需的投入，还得思考需要因此放弃什么？也就是说，在其他选择中可以获得的那个最高收益就是我们放弃了的最大代价，这也就是当下这个选择的成本。
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