We tend to think people are most engaged on the day they get the reward.
- The day they finally cash in the loyalty card for the free coffee.
- The day they drive the new car out of the showroom.
- The day their new job is announced to the world.
Turns out, it might actually be the day before.
Researchers call this the “one-away effect.”
When people are one step away from completion, motivation peaks.
Not after the win – right before it.
Because we don’t just value completion.
We value the pursuit of completion.
People get psychological value from being almost done – even before they receive the reward itself.
So what does this mean for you?
- Design more “almost there” moments. Break goals, programs, and journeys into visible stages so people regularly feel one step away. Long, opaque paths kill motivation.
- Make progress salient, not just outcomes. Progress bars, countdowns, and “one to go” messaging will meaningfully increase engagement and perceived value.
- Use the one-away moment to ask for commitment. Reviews, referrals, sign-ups, next steps – motivation is higher before completion than after. Don’t wait until it’s over.
It's not about better rewards. It's about better timing.
Ref: Bowen Ruan, Evan Polman, Robin J Tanner, The One-Away Effect: The Pursuit of Mere Completion, Journal of Consumer Research, Volume 50, Issue 5, February 2024, Pages 945–961, https://doi.org/10.1093/jcr/ucad030
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