Design endings that energize effort and make memories stick
Ask a distance runner what happens in the last mile. Even tired legs find extra speed when the finish banner comes into view. Our brains do that, too. As goals get closer, effort rises. That’s the goal‑gradient effect, and you can use it everywhere—projects, workouts, even email inboxes. But there’s a second truth about endings: they shape how we remember the whole experience. We overweight the end compared to the middle, and we carry that memory into future choices.
That means two practical moves. First, make the last 5 percent visible and worth chasing. A short countdown, a progress bar, or a final push ritual lifts energy at the exact moment it’s most valuable. Second, end on meaning, not leftovers. A fleeting moment of gratitude, a crisp takeaway, or a tiny surprise leaves a trace that sticks. It doesn’t have to be sugary. Bittersweet often works best. A course that ends with students writing to their future selves encodes deeper than one that ends with a spreadsheet of grades.
Communication has an ending rule, too. When you have good and bad news to share, most people want the bad first so the conversation can end on a path forward. Beginning with sunshine makes the hard part land harder and steals the chance to close with hope. I might be wrong, but the most humane conversations end with a step we can take.
The science is clear: endings energize, encode, and, when done well, elevate. Treat the last moments as a design opportunity. People will work harder at the end, remember more of the good, and come back for the next chapter.
Plan the final 5 percent before you start. Set a visible countdown, leave room for a short “wins and next step” close, and, when sharing mixed news, lead with the hard part so the ending can lift. Add one small, meaningful touch—a thank‑you, a letter to future self, a playful surprise—that lets people walk away carrying something. Try it at your next meeting: a three‑minute wrap, one next step with a date, then stop on time.
What You'll Achieve
Internally, feel closure and renewal instead of drag at the end. Externally, finish faster, increase repeat engagement, and improve recall of the experience.
Engineer the last 5 percent
Add a closing surge
Create a visible countdown or final push ritual. People move faster near a finish line when the goal is clear and close.
End on a meaningful moment
Insert a brief, emotionally rich closing—gratitude round, key insight, small win recap. Poignant endings encode better than neutral ones.
Deliver bad news first
When sharing mixed news, lead with the hard part so the ending can lift. Most people prefer to end on an upswing.
Close the loop
Finish with one specific next step and a time. Endings without a bridge fade quickly.
Reflection Questions
- Where can a simple countdown or progress bar help us surge?
- What small, honest moment would make this ending meaningful?
- When I deliver mixed news, do I default to bad‑first, good‑last?
- What single next step will keep momentum alive after we end?
Personalization Tips
- Meetings: Use the last three minutes for “wins and one next step,” then stop on time.
- Courses: Close the term with student thank‑yous and a letter to future selves.
- Products: Add a delight at unboxing’s end, like a playful message under the tray.
When: The Scientific Secrets of Perfect Timing
Ready to Take Action?
Get the Mentorist app and turn insights like these into daily habits.