 The peak end rule is a psychological phenomenon that occurs when people judge an experience largely on how they felt at its peak and its end. More emotionally intense events lead to better memories than less intense events. So if you experience a drama, the peak is what's most moving, and to the mind that's the most vivid mental snapshot. We have a better memory of the end of a sequence. If you get to eat three different desserts in a row, the second dessert forms a new memory that makes it harder for you to recall the first. And when you've finished all three, your brain remembers the last one most clearly. If you happen to run a restaurant and manage to meet your customer's expectations, you can create a wonderful peak, finish with a fantastic end, and deliver an experience that's not only excellent, but will also be remembered as such.