Implementation Intentions
Riya has decided: she will save more this year. She meant it last year too. A goal like "save more" says what she wants but not when, where or how, so every day it competes with everything else and quietly loses. One small change in how the plan is written makes her far more likely to follow through.
The rule
Turn "I will" into "When X happens, I will do Y."
Psychologist Peter Gollwitzer called these plans implementation intentions. A goal intention says what you want ("I will save more"). An implementation intention links a specific situation to a specific action ("When my salary SMS arrives, I will move ₹2,000 to my emergency pot before opening any other app").
Many studies have found that people who form such plans follow through on their goals noticeably more often than people who only set the goal. The plan works by deciding in advance. When the situation arrives, it acts as a cue — just like the cue in a habit loop — and the action comes to mind without a fresh debate.
A good implementation intention has:
- A situation that will definitely happen, specific enough to recognise: "when my salary SMS arrives", not "at some point this month".
- A concrete, small action: "move ₹2,000", not "be careful with money".
- The user's own words and choices. It must be their plan; one written for them is just an instruction.
- An obstacle plan for the likeliest problem: "If rent is due the same week, then I'll move ₹1,000 now and ₹1,000 on the 10th."
The product's role is to ask for the plan at a good moment, make it quick to write, and show it back when the situation arrives.
The shortcut
Check every plan for when, where, what. If any of the three is missing or vague, ask one more question until it is specific. Then add one "If ___, then ___" for the likeliest obstacle.
When?
Kosh asks, "What happens on payday that you always notice?" Riya picks: "When my salary SMS arrives."
The trap is accepting a plan that sounds committed but names no situation — "I'll definitely save every month" — which leaves the "when" to be decided, and postponed, every single day.
Drills
Answer fast — trust the rule.
Which is an implementation intention?
What is missing from "I will save ₹2,000 every month"?
Why should users write their own plan, rather than Kosh writing it for them?
Which is a good obstacle plan?
Remember
- Turn "I will" into "When X happens, I will do Y."
- Shortcut: when, where, what — plus one "If ___, then ___" for the likeliest obstacle.
- Trap: committed-sounding plans with no situation attached.