When people assess an experience, they tend to forget or ignore its length — a phenomenon called “duration neglect.” Instead, they seem to rate the experience based on two key moments: (1) the best or worst moment, known as the “peak”; and (2) the ending. Psychologists call it the “peak-end rule.” – The Power of Moments

This idea can help you salvage a “failed” project in the client mind by killing it at the end. I’ve done it, and I’m sure I’ll have to do it again.

But the power in this book will be just a bit bigger.

What moments in your client’s journey can you recognize?