40 years of research into marshmallows at Stanford University More than 40 years ago, research at Stanford University considered whether children offered a marshmallow immediately, would reject it in favour of receiving 2 marshmallows in 15 minutes’ time. This, and many other studies, examined whether human beings were inclined to delay gratification. This research has […]

40 years of research into marshmallows at Stanford University More than 40 years ago, research at Stanford University considered whether children offered a marshmallow immediately, would reject it in favour of receiving 2 marshmallows in 15 minutes’ time. This, and many other studies, examined whether human beings were inclined to delay gratification. This research has consistently led to two findings: Most people (adults and children) are reluctant to delay gratification People who are prepared to delay gratification tend to achieve more in life  While both are important findings, it is the first that I will focus on. It highlights the extent to which human beings live in the now and are focused on immediacy. It may be summarised as follows: Yesterday is of little interest Today is of enormous interest Tomorrow is of limited interest  As far as creating and communicating messages that will spread – it is important to…