# Opportunity cost Opportunity cost is the idea that every hour and every dollar spent on something is time and money that you will not be able to spend on something else. Opportunity cost is all about the impact of our choices. Because for every action we take, there are countless others that we abandon. Opportunity cost is bound in the reality that our time on earth is limited. There is only so much that we can do in a day, a week and a year. The key is to have clear goals and to align our actions with those goals, so that the opportunity cost is never something we should regret.