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  1. Masters of Scale
  2. The science of fresh starts
The science of fresh starts

The science of fresh starts

Masters of Scale · Jan 1, 2026

Behavioral scientist Katie Milkman on the science of change. Learn to use fresh starts, temptation bundling, and nudges to achieve your goals.

Drive Change from the Middle by Making Approval a 'One-Click' Action for Leaders

To persuade superiors to adopt a change, remove as much friction as possible. Don't just present an idea; deliver a fully formed plan where their only step is to approve it. Presenting a pre-written memo or a populated list makes it easy for them to say 'yes' by demonstrating you've handled the execution.

The science of fresh starts thumbnail

The science of fresh starts

Masters of Scale·8 months ago

Identify Failure Points in Advance by Conducting a 'Premortem' on Your Goals

Instead of waiting for a postmortem after failing, conduct a 'premortem' at the start. Proactively contemplating the specific obstacles that might prevent you from achieving your goals is a critical first step. This pessimistic-sounding exercise allows you to identify barriers like impulsivity or laziness and design solutions for them.

The science of fresh starts thumbnail

The science of fresh starts

Masters of Scale·8 months ago

Break Annual KPIs into Weekly Goals to Leverage the 'Goal Gradient Effect'

A 200-hour annual volunteer commitment felt daunting. By reframing it as just four hours per week, Crisis Text Line saw an 8% increase in productivity. Smaller, proximal goals create a 'goal gradient effect,' where motivation increases as you get closer to the finish line, making progress feel more immediate.

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The science of fresh starts

Masters of Scale·8 months ago

Hire in Batches, Not Individually, to Naturally Increase Team Diversity

When hiring for multiple roles at once, evaluators naturally consider the diversity of the group as a whole. This 'set' mindset encourages a mix of backgrounds and skills. In contrast, hiring one-off candidates leads to focusing on individual fit without considering the broader team composition, often reducing diversity.

The science of fresh starts thumbnail

The science of fresh starts

Masters of Scale·8 months ago

Pair Temptations with Chores to Build Lasting Habits Through 'Temptation Bundling'

Behavioral scientist Katie Milkman created a rule to only listen to her favorite 'lowbrow' audiobooks while at the gym. This technique, called 'temptation bundling,' links a desirable activity with a dreaded one, making you look forward to the chore and increasing consistency.

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The science of fresh starts

Masters of Scale·8 months ago

Use 'Fresh Start' Moments for One-Off Tasks, Not Long-Term Habits

The motivation from 'fresh starts' like New Year's or a new week is temporary. This makes them ideal for single actions with lasting benefits (like setting up a 401k or scheduling a screening), but insufficient for sustained efforts like daily exercise, which require additional strategies.

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The science of fresh starts

Masters of Scale·8 months ago

An Enjoyable Process is a Better Strategy for Change Than 'Just Do It'

Contrary to the 'no pain, no gain' ethos, science shows that finding a way to make goal pursuit pleasant is critical for long-term success. If you hate every second of a new habit, you will quickly quit. Following Mary Poppins' advice, adding 'a spoonful of sugar' dramatically improves outcomes.

The science of fresh starts thumbnail

The science of fresh starts

Masters of Scale·8 months ago