The peak–end rule is a cognitive bias that impacts how people remember past events. Intense positive or negative moments (the “peaks”) and the final moments of an experience (the “end”) are heavily weighted in our mental calculus.

This is why it’s important to make your consumers, and clients feel good at the end no matter how sour the journey could have been because people will sum up their experience with you and your company by the “peaks” and how it “ended”. A lot of people pay attention to the beginning but they ignore the conclusion, It’s super important to make the conclusion of your talk, webinars and writing as good as possible.