Watch
Goal-gradient effect 0:35
A 35-second explainer of Goal-gradient effect, narrated over the same demo you can try yourself.
Try the interactive Goal-gradient effect demo
What this video covers
The goal-gradient effect is the way motivation rises as you near a reward - you push harder close to the finish line than at the start. Show visible progress, and even a small head start makes the goal feel reachable, so people keep going.
Both cards needed the same eight coffees from you - but the one that started two ahead felt closer to the reward the whole way, and that head start is what keeps people collecting. That is the goal-gradient effect: motivation climbs as the finish line nears, so a little endowed progress goes a long way.
