The goal gradient hypothesis is a powerful psychological premise, discovered by Clark Hull in 1932.

While watching rats in a maze, he noticed they would run faster as they got nearer to a food reward at the end.

According to Hull’s hypothesis, the strength of an organism’s behaviour is determined by two things: the intensity of the reward/goal and the distance to that reward/goal. As an individual moves towards the goal, the motivation to reach that goal increases.

This means we are more motivated, and work harder, as we approach the final stages of goal completion. For example, we run faster as we approach the finish line of a race.

So, when developing content for customers, be sure to break up the content into bite-sized sections. This increases the chance of your customers getting to the end.

And if you are working on a big project, similarly, be sure to break the project into smaller stages, and watch your productivity boost as you approach the end of each stage! 🏁 🏆