# The Power of Moments

## Metadata
- Author: [[Chip Heath and Dan Heath]]
- Full Title: The Power of Moments
- Category: #books
## Highlights
- In this book, we have two goals: First, we want to examine defining moments and identify the traits they have in common. What, specifically, makes a particular experience memorable and meaningful? Our research shows that defining moments share a set of common elements. Second, we want to show you how you can create defining moments by making use of those elements. Why would you want to create them? To enrich your life. To connect with others. To make memories. To improve the experience of customers or patients or employees. ([Location 83](https://readwise.io/to_kindle?action=open&asin=B06ZY5STD6&location=83))
- That’s because research has found that in recalling an experience, we ignore most of what happened and focus instead on a few particular moments. ([Location 107](https://readwise.io/to_kindle?action=open&asin=B06ZY5STD6&location=107))
- When people assess an experience, they tend to forget or ignore its length—a phenomenon called “duration neglect.” Instead, they seem to rate the experience based on two key moments: (1) the best or worst moment, known as the “peak”; and (2) the ending. Psychologists call it the “peak-end rule.” ([Location 119](https://readwise.io/to_kindle?action=open&asin=B06ZY5STD6&location=119))
- What’s indisputable is that when we assess our experiences, we don’t average our minute-by-minute sensations. Rather, we tend to remember flagship moments: the peaks, the pits, and the transitions. ([Location 130](https://readwise.io/to_kindle?action=open&asin=B06ZY5STD6&location=130))
- The surprise about great service experiences is that they are mostly forgettable and occasionally remarkable. ([Location 149](https://readwise.io/to_kindle?action=open&asin=B06ZY5STD6&location=149))