The Arrival Fallacy: Why Winning Never Feels Like It

Hitting your biggest goals rarely delivers the relief you expected, and psychology explains exactly why.

A note on why the next milestone never quite feels like enough, and what to do about it instead.

I want to tell you about the exact moment I realised hitting a goal doesn’t feel the way you think it will. It happened to me a few years back, and it’s stuck with me since.

The day when I finished a 10K run under 60 minutes. That’s, I guess, the top 1% of the…