It’s the first Sunday of May.

And whether you realize it or not, your brain is doing something right now that it doesn’t do most days.

Researcher Hengchen Dai at UCLA studied what she calls the Fresh Start Effect — the psychological phenomenon where temporal landmarks (new months, birthdays, holidays) create a mental “new chapter” that makes us more likely to pursue goals.

Her team analyzed gym attendance data and found that visits spike significantly at the start of a new month, after holidays, and on birthdays. Not because people suddenly have more time — but because their brain creates a psychological boundary between “past me” and “future me.”

You’re inside that window right now. May just started. Your brain is primed for a reset.

THE TECHNIQUE: The Chapter Break

Here’s how to use the Fresh Start Effect intentionally:

1. Mentally close April. Say to yourself: “April is a finished chapter. Whatever happened — good or bad — it’s done.”

2. Write down ONE thing you want May to be about. Not five. One.

3. Do something - anything -

toward that one thing today. Even 5 minutes counts.

The Fresh Start Effect is real, but it’s also fragile. Research shows the motivation boost fades within a few days if you don’t act on it.

You’re still in the window. Use it.

Kevin

Head of Behavioural Psychology

TodayIsTheDay

​