Why doesn't happiness last even after achieving goals? The mechanism of an unfulfilled heart.

Hello, this is Iguchi.

As a sole proprietor, I spend my days forming and testing hypotheses while exploring WEB marketing and sales promotion methods that can be practiced even with small capital.

In this note, I focus on marketing terms that you might have heard of but are often used quite vaguely. Based on my own research and real-life experience, I have summarized them in the simplest language possible.

I would be happy if I could deliver this in a way that even those who are not good with technical terms can think, "I see, that's what it means."

By the way, "I'm working hard but I don't feel fulfilled..." Have you ever felt that way?

Sales go up, followers increase, or a new job is decided.
Even though you should be happy, after a while, you are chasing the next goal again.

It feels like being on a treadmill where the scenery never changes no matter how far you run.

I myself have often felt frustrated with myself for being happy and saying "I did it!" the moment I achieved a result, only to start feeling anxious a few days later, thinking, "What should I do next?"

Actually, there is a name for that phenomenon.
It is "Hedonic Treadmill".

In this article, we will understand the mechanism of the emotion "Why don't I feel fulfilled?" as gently as possible, while incorporating familiar examples.

By the time you finish reading, your heart should feel a little lighter, thinking, "Oh, so that's what it was."

What exactly does "Hedonic Treadmill" mean?

After researching various information, the one that resonated with me the most was the idea that "humans have a tendency to return to their original level of happiness over time, no matter how good or bad things happen".

"Hedonic" means "pleasure" or "happiness".
"Treadmill" is a running machine found in gyms and the like.

In other words, could it be translated as "happiness treadmill"?

As an image, it shows that just like a treadmill where the scenery doesn't change no matter how fast you run, even if your sense of happiness temporarily increases after achieving something, you eventually return to your original emotional state.

Is it like when you get a "new smartphone"?

Let's think about this "Hedonic Treadmill" with a familiar example.

For example, suppose you finally got the latest smartphone you've always wanted.

"Wow! I did it! It runs smoothly, the camera is beautiful, it's the best!"

At first, your excitement is incredibly high, right?
Every day is fun, and you're itching to show it off to someone.

It's truly the moment you feel "the greatest happiness!"

But what about it?
As a week, a month, or half a year passes, doesn't that excitement gradually fade away?

Of course, it's convenient and you like it, but where did "that excitement" you felt at first go?

Before you know it, it has become "everyday life," and when the next new model comes out, you might think, "I want that one..."

This is exactly the "Hedonic Treadmill"!

It's a phenomenon where even though you obtained the "happiness" of a new smartphone, you eventually return to your original emotional level.

When I heard this story, I couldn't help but slap my knee and say, "Ah! That happens!" (laughs)

Does it relate to us sole proprietors and freelancers? It might be the true nature of "not feeling fulfilled even if I work hard"

I think this "Hedonic Treadmill" is something that makes us, especially sole proprietors and freelancers who continue to work hard toward goals, think deeply.

For example,

• "If I reach monthly sales of XX yen, I'll surely be happier!"

• "If I can land that big project, I'll be at ease!"

• "If I get XX thousand followers, I feel like my value will be recognized!"

You have goals like this and work desperately hard, right?
And the moment you achieve the goal, you certainly feel the greatest joy of "I did it!"

But don't you find that the elation doesn't last as long as you expected?

"Huh? I achieved it, but I don't feel as fulfilled as I thought..."
"I have to set the next goal..."

I've experienced this several times too.
I was elated when a contract with a new client was decided, but after a few days, another anxiety appeared, thinking, "What should I do next?"

It's like the feeling of being put back on a new treadmill just when you thought you had crossed the finish line.

While this can be a driving force to "work harder!", it also has the potential to lead to a "emptiness" where it's hard to feel fulfilled even if you keep working hard.

[Here is the point!] Thinking about the "Hedonic Treadmill" from a marketing perspective

Now, this might be the particularly interesting part for us sole proprietors and freelancers.

This idea of the "Hedonic Treadmill" can also be applied to marketing strategies that understand customer psychology and increase satisfaction.

Companies are constantly trying to stimulate the "Hedonic Treadmill" of customers with new products and services.

"More convenient!" "Newer!" "More comfortable!"

Like the smartphone example earlier, even if the elation when obtaining something new is temporary, they are encouraging consumption by repeatedly providing that temporary sense of happiness.

By knowing this mechanism, we sole proprietors and freelancers can also think more deeply about customer satisfaction.

[To keep customers from getting on the "happiness treadmill"]

1. Convey the value of "when you continue to use it," not just "when you bought it"
The satisfaction of "Solved!" at the moment of purchasing a product or service will eventually fade.

Rather than that, it is important to convey sustainable value such as "daily small improvements," "long-term benefits," and "growth obtained by continuing" after purchase.

For example, if you are a Web writer, after-sales follow-up and sharing results such as "After this article was published, there was this reaction from the readers!" rather than "delivering the article and finishing," might be the key to sustaining customer satisfaction.

2. Providing "peace of mind" in addition to "change"
While it is wonderful to constantly pursue new information or try to provide better things, what customers are actually looking for might be "peace of mind" or "stability."

Instead of just pursuing new features, by providing a reassuring experience based on a relationship of trust, such as "you can consult us anytime" or "you can rely on us when you are in trouble," customers may feel not just a temporary sense of excitement, but long-term loyalty (attachment).

3. The importance of "expectation management"
If you set expectations too high, it not only diminishes the thrill of achievement but can actually lead to disappointment.

In marketing, by honestly communicating what a service "can" and "cannot" do and having customers set realistic expectations, you can ultimately increase customer satisfaction.

As individual business owners and freelancers, our strength is that we are closer to our customers than corporations are.

That is precisely why we want to focus on building "sustainable value" and "reassuring relationships" that customers truly desire, rather than just superficial "temporary happiness."

Summary: Get off the "happiness treadmill" and find what is truly important

After researching the "hedonic treadmill" this time, what resonated with me the most was that "continuing to seek happiness only in external conditions and achievement goals is endless."Of course, setting goals and working hard is very important for growing as an individual business owner or freelancer.

However, if you focus only on that, you might end up exhausted without realizing that you have been running on the "happiness treadmill."

And this way of thinking can also be applied to our business.

I reaffirmed that while understanding the "more! more!" psychology of customers, what we should provide is

"sustainable value" that does not end in temporary satisfaction.So, what should we do?In my opinion, I felt that what is important is



to also look at the "small happiness we have now" and "daily fulfillment."

• Being able to drink a delicious cup of coffee today

• Receiving words of gratitude from a client

• Learning one new piece of knowledge

• Being able to take a walk on a sunny day

Practice finding satisfaction in your heart in such moments that seem too obvious to overlook at first glance.

And keep in mind that just running is not everything.

By learning about this "hedonic treadmill," I have become more conscious than ever of the balance between the feeling of "I have to work harder!", the feeling of "let's cherish this moment now", and the perspective of "what kind of value should I continue to provide to customers?"I would be happy if you also learned about this "happiness treadmill" and felt a little lighter or found a new perspective.

Thank you for reading until the end.

I would be happy if this article led to a small realization like "I see, that's what it was!" or a hint for your own ideas.

Following me would be a great encouragement.
I will follow you back too ^^