“You’re Making It Too Easy”
The Effort Heuristic
Date: 25-02-2025
Reading time: 2 minutes
SHIFT #20
Remember that feeling when you…
✅ Finally mastered parallel parking? (Gosh, that was traumatizing, but you got there!)
✅ Cooked the perfect biryani? (RIP to all those failed attempts.)
✅ Finished your first 15K marathon? (Felt like dying, but here you are.)
✅ Got your kids to eat vegetables? (Okay, this one might still be a work in progress.)
🙌 Admit it—you felt like a superhero!
These accomplishments stand out because they weren’t handed to you on a silver platter. The effort you invested made them meaningful.
⚖️ Effort-Reward Balance: Why Making Things “Too Easy” Backfires
We’ve been told “ease is better” (yes, we, at Terragni have been the strongest advocates of Simplicity for the last 2 decades) but here’s the big reveal:
Too much ease can kill engagement.
This is the Effort-Reward balance. While reducing most friction remains important, companies must learn that eliminating effort in certain areas can actually decrease customer engagement and loyalty.
🛵 Royal Enfield keeps the “quirks” in its motorcycles—the heavy clutch, the distinctive thump—because riders take pride in mastering their machines. The result? One of India’s most loyal customer bases.
👜 Hermès’ Birkin bag (put the price) has a waiting list (add the number) & customer selection process. Instead of deterring buyers, it makes the bag more desirable.
This brings us to an interesting reality in business: Some superlative experiences need friction.
Let’s look at five clever ways businesses can use this principle.
🔍 The Power of Playing Hard to Get: 5 Strategies That Build Desire & Loyalty
1. “Wanna Join the Club? Prove You’re Worthy!”
📌 Scarcity Heuristic – People Want What They Can’t Have
People value what’s just out of reach. When access is restricted, desirability skyrockets—because if it’s hard to get, it must be special, right?
🔹 In action: OnePlus
OnePlus’ invite-only smartphone system for its early phones was frustrating but brilliant. The exclusivity turned each device into a coveted prize.
2. “Luxury Isn’t Just Bought, It’s Earned”
📌 Effort Justification Effect – The Harder It Is, The More You Want It
When people invest effort in something, they convince themselves it’s worth it. That’s why exclusive access doesn’t just feel premium—it becomes premium.
🔹 In action: Porche India
Porche doesn’t just sell cars—it builds exclusivity. Invitation-only owner events & expert-led workshops deepen loyalty.
3. “If You Help Build It, You’ll Never Leave It”
📌 IKEA Effect – Effort Creates Attachment
People love what they’ve had a hand in creating. The more they customize, the more irreplaceable a product feels.
🔹 In action: Raymond’s Made to Measure
Raymond’s custom tailoring service takes time—but once a customer designs the perfect suit, they won’t settle for off-the-rack again.
4. “Want to Leave? Not After All That Learning!”
📌 Commitment Heuristic – If You’ve Invested Time, You’ll Stick Around
The more time people spend learning something, the harder it is for them to walk away. Nobody likes to feel like their effort was wasted.
🔹 In action: Zerodha
Zerodha educates users through Varsity. Once they’ve built expertise, they’re far less likely to switch trading platforms.
5. “More Than Just a Review—It’s a Legacy”
📌 Endowment Effect – Contribution Creates Ownership
When people contribute to something, they feel a sense of ownership. And when they own it, they’re invested in it.
🔹 Brand Example: Nykaa
Nykaa’s review system asks for skin type, experience & results—transforming users into active contributors.
🔥 The Trick? Finding the Sweet Spot!
💡 Think Like a Behavioral Strategist (Need help? Ask us)💡
Which of these feels like your business challenge?
🔹 “Our customers love us, but they take us for granted.”
(Too easy—maybe a little exclusivity or effort could boost engagement?)
🔹 “We attract super-loyal customers, but they’re a niche group.”
(Effort pays off—but could it be limiting your reach?)
🔹 “We’re losing people before they experience our real value.”
(Is the initial effort too high, making customers drop off?)
🔹 “We get tons of interest, but not enough deep commitment.”
(Are people engaging at a surface level but not sticking around?)
🎯 Challenge: Drop Your Answer and Win a High Friction gift!
(And yes, if this made you work harder… well, that’s the point.)
