We remember the ending, not the journey.

That’s duration neglect. It’s the reason you loved a lousy movie with a great ending. It feels impressive even if you were bored for half of your last vacation. I’m not implying you neglect the journey.

Our brains focus on how experiences end. We ignore the length of discomfort or joy. The highs and lows blur into one final moment. This bias shapes how we evaluate life, love, and business.

So what does that mean for you?

It means you can control your narrative. Craft the perfect ending, and people will forget the rough spots.

Finish strong in negotiations, projects, and even relationships.

Your final impression will outweigh everything else.

Life is not measured by how long it lasts, but by how it ends.