Half the subjects were told to announce their goals, while half were told to keep quiet. The subjects who announced their goals quit after only an average of thirty-three minutes, and reported feeling satis ed with their work. Those who kept their mouths shut, however, worked the entire forty- ve minutes, and remained strongly motivated. (In fact, when the experiment ended, they wanted to keep working.)
Telling others about your big goals makes them less likely to happen, because it creates an unconscious payo —tricking our brains into thinking we’ve already accomplished the goal. Keeping our big goals to ourselves is one of the smartest goals we can set.