Use the Fresh Start Effect Before It Fades
New Year's motivation isn't just psychological folklore. Research shows people are 3x more likely to pursue goals on temporal landmarks. Here's how to capture that energy for your team before it disappears.
Wharton researcher Katy Milkman calls it the "fresh start effect": people are significantly more likely to pursue goals on temporal landmarks like New Year's, birthdays, and even Mondays.
The effect is real and measurable. Gym visits spike 14% after the new year. Google searches for "diet" jump 80% in the first week of January. Commitment to goals peaks at temporal boundaries.
But here's what most managers miss: the effect fades fast. By mid-January, motivation returns to baseline. The window is narrow.
The hack: Schedule one important conversation with each team member in the first two weeks of January. Not a performance review. A forward-looking conversation: "What do you want this year to be about?" People are primed to think about change right now. Use it.
The fresh start effect works because it helps people separate their current self from past failures. January isn't just a date. It's permission to try again.
