Effort Boosts Value

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Last Wednesday, I walked 60.7km to talk at Creator Day 25.

It took me 12 hours. 3,818 calories. 2 Greggs sausage rolls. And 6 nasty blisters.

My day started at sunrise and didn't finish until 6:49 pm.

I got through four pairs of socks, got lost twice, and almost gave up.

So, why? Why did I do it

Effort boosts your enjoyment.

I knew the more effort I put in, the more I'd value the talk. That's the IKEA Effect¹.

So, I decided, rather than simply getting the train down, I'd walk.

That obscene amount of effort would make me enjoy the day. But that wasn't all.

Effort boosts others' enjoyment.

My walk wouldn't just make me enjoy the talk, it'd make others value² it too.

I tested this in a previous episode of Nudge.

I told some viewers that creating a video promoting the show took 10 minutes.

I told others it took 3 weeks to create.

Those who heard it took longer, enjoyed it 35% more.

Enjoyment boosts others' enjoyment.

But there's one more reason I hiked 60.7km.

I knew I'd enjoy it. It was a genuinely incredible day, just look at the weather.

And I knew if I shared that enjoyment, the audience would like my talk more.

Danny Zane³ and co proved that sharing a chef's enjoyment made diners enjoy their food more.

Did it work?

I asked the Creator Day organiser, Mark Masters, what people actually thought of my talk.

Here's what he shared.

I'll be back at Creator Day in 2026. It's genuinely the most fun I've ever had at a conference. It's on Thursday, May 14th, back down in Poole.

To join me (and secure your early bird price), head here. (Mark limits attendees to 300, so be quick.)

Alright, enough work, I'm putting my feet up — Phill​

P.S. If you want me to speak at your next event, email me at phill(at)nudgepodcast.com. I can't promise I'll walk there, though.