Highs and lows help us remember.

Consider how the narrative arc of our experience determines whether we choose to repeat it in the future. The peak sensation and the conclusion (peak-end rule) influence how we judge experience. If an experience ends well, even if the previous part of the story was long or laborious, there’s a higher chance we’ll go back for more.

The long line at Starbucks moves more quickly near the end, a discount code is offered at checkout, a free sample is packed in the order of supplies. These are all examples of highs that remind us to come back or post higher customer reviews. Be generous with the highs.