The IKEA Effect
Why We Love What We Build….Even When It’s Not Working
Have you ever stuck with a system, supplier, or strategy far longer than you should have, just because of how much time, money, or energy you’ve already poured into it?
If you’re nodding along, you’re not alone.
It’s something I see all the time with clients. They know something isn’t quite working anymore… But it’s hard to walk away when you’ve put so much into it.
There’s a well-known principle in psychology that helps explain it. It’s called effort justification.
What is Effort Justification?
In short, we tend to overvalue outcomes that require more effort to achieve, even if they weren’t objectively better.
It’s a way of resolving an uncomfortable inner tension:
“I’ve worked so hard for this… it must be worthwhile.”
This was first studied by psychologist Leon Festinger in the 1950s. In one experiment, participants who went through a difficult or embarrassing initiation to join a dull discussion group ended up rating the group as more interesting and worthwhile than those who joined easily. Why? Because their brain needed to justify the effort.
It’s the same principle behind:
- The IKEA Effect – we love furniture more when we assemble it ourselves
- Holding onto complex systems just because they were expensive or hard to implement
- Staying loyal to business decisions that no longer serve us, because it took so much to make them happen
Our brains aren’t trying to deceive us. They’re trying to make the effort feel worth it. But in business, this bias can quietly cost us clarity, momentum, and growth.
Why This MattersPS. Something’s coming…PS. Something’s coming…
If you’re a founder, leader, or business owner, it’s worth asking:
- Are you still doing something because it works—or just because you worked hard to build it?
- Are your systems and structures aligned to where you are now, or are they still echoing what the business needed three years ago?
- Are you resisting change because of logic… or loyalty?
The businesses I work with that scale most effectively know when to double down—but also when to let go.
They review with clarity. They make decisions based on data and direction, not just history and heart.
A Simple Reflection
Take 10 minutes and list three areas of your business that have taken the most effort to build.
Then ask yourself:
- Is this still delivering the return I need today?
- Or am I keeping it simply because it took a lot to create?
Final Thought…
Hard work is valuable. But it’s not always a sign of value.
Sometimes the smartest move isn’t more effort… It’s making sure the effort you are putting in is building the right thing.
What’s one thing you kept longer than you should’ve, just because it took a lot to build?
And if you’re ready to step back, reframe, and reset. Book a free 30-minute call and let’s figure out what’s worth building next.
Have a brilliant week!
Dave Rogers – The Business Explorer