Peak-End Rule in Practice: How Clients Remember Meetings

Most interactions aren’t judged by their average minute. They’re remembered by one stand-out moment and how they ended. Design those two beats on purpose and even a messy middle can net out as a win. This is the Peak-End Rule in practice.

The psychology is straightforward. Research by Daniel Kahneman (authoer of ‘Think Fast and Slow’) shows that people remember experiences by their peak and their end while largely ignoring duration; in medical trials, even adding a brief, less-painful ending changed overall memory and future willingness to return. That’s the Peak-End Rule, paired with duration neglect. 

A visible example happens at Disney Parks. Harvard Business School profiles how Disney arranges experiences to build toward a highlight and closes the day with fireworks so the finale imprints strongly. The day may include lines and lulls, but the memory leans on the high point and the ending. 

Another familiar example is Duolingo. Every session builds toward a small “peak” (a streak milestone, a level-up, a hard lesson cracked) and then closes with a bright, tidy ending—confetti, streak count, and a clear next step to come back tomorrow. The middle varies; the memory doesn’t. They manufacture a high point and a clean finish on repeat, which is why people keep showing up.

Try this with your team. Plan one deliberate peak in each meeting or milestone: a live proof, a sharp benchmark, or a customer quote that lands. Script the last 90 seconds every time: decisions, owners, dates, next touchpoint on the calendar. Follow with a same-day recap that mirrors that ending. For longer programs, book a “final mile” moment before kickoff so the finish feels intentional rather than exhausted.