Creating Psychological Moonshots

🚨 Warning: Pure gold ahead (but brace yourself—it’s long).

About a year ago, I ran a workshop with my team where we dove into something I like to call psychological moonshots. It’s a brainstorming exercise I think every team should try.

Let’s kick it off with a few examples to set the stage.

Diamond Shreddies: A Masterclass in Perception

In 2008, Shreddies, a wheat cereal that had been around for 60 years, pulled a bold move.

They launched “Diamond Shreddies.”

The twist?

They just tilted the image of the square cereal. Same exact product, but now it was fancier.

And guess what? Within a month, their market share shot up by 18%.

Liquid Death: The $6.50 Water Revolution

Tap water? $0.00134.

Liquid Death? $6.50.

That’s almost a 5,000x markup—just for branding and positioning. Somehow, the way they’ve packaged and marketed it makes people want to spend more.

This is the magic of psychological moonshots—small investments that radically improve perception.

A psychological moonshot refers to a small investment that improves the perception of something.

I know. The entrepreneurial brain in you is already stirring, thinking of all the ways you could use this concept.

To help, here are some psychological principles to inspire your brainstorming. These are the same ones I shared with my team when I introduced them to the idea of psychological moonshots.

The Endowment Effect

We overvalue things just because we own them.

For example, I own a PSA 10 Charizard & Reshiram Gold UR trading card. The market value is $300 AUD. But I pulled it from a booster pack myself, so to me, it’s priceless.

This is why free trials work. Once people “own” the experience—like creating data or getting comfortable with the interface—they’re far more likely to stick around.

Apple does this by allowing people to use devices for an unlimited time in their stores.

Even chimps feel this way: offer them juice in exchange for their peanut butter, and they won’t trade. Reverse the roles, and it’s the same story. Ownership matters.

The Peak End Rule

People judge experiences based on two moments:

• The peak (most intense part).

• The end (final impression).

Disney nails this with fireworks at the end of the day. That’s the memory they send you home with.

For your product or service, figure out what the “peak” and “end” experiences are—and make them unforgettable.

Idleness Aversion

People hate being idle. Studies even show some would rather be zapped than sit bored.

This is why Netflix and YouTube autoplay. It’s why Uber shows you a little car inching closer to your location. Keep people occupied, and the wait feels shorter.

Even the car animation when you’re waiting for your Uber keeps you somewhat preoccupied by waiting.

Operational Transparency

Letting people see the process behind the magic builds trust.

Domino’s does this with their pizza tracker.

Japan’s Shinkansen train does this with their famous “seven-minute miracle”: cleaning staff perform a highly choreographed routine in colourful uniforms, bow before and after, and boom—complaints about cleanliness dropped.

The process didn’t change. But showing it did.

The process didn’t change. But showing it did.

Uncertainty Anxiety

Uncertainty breeds anxiety. Eliminate it, and you’ll have happier customers.

Uber and Lyft figured this out early. Real-time tracking of your driver reduces stress.

The Goal Gradient Effect

We’re more motivated as we get closer to a goal.

That’s why LinkedIn’s profile strength meter starts halfway when you sign up. It gives you a head start, making the finish line feel attainable.

The Goldilocks Effect

People want things that feel “just right.”

Pricing plans often use this: three tiers, with the middle one labeled “most popular.” Suddenly, the mid-tier feels perfect.

Toyota does this too—offering everything from the economical Yaris to the premium Lexus line. No matter where you are in life, there’s a “just right” option.

Your Turn

Psychological moonshots are all about perception. Small changes can create massive shifts in how people value your product or service.

So here’s my challenge:

How can you apply these principles to your business?

The ideas are out there, waiting for you to turn them into gold.

Until next time,

Ajay