This week on If/Then, we’re sharing an episode of The Future of Everything, a podcast hosted by Stanford School of Engineering professor and friend of the show Russ Altman.

Everyone has goals — some are monumental, others modest — but every goal matters. Szu-chi Huang, an associate professor of marketing at Stanford Graduate School of Business, is an expert on sustaining enthusiasm for individuals, customers, and employees across global corporations and organizations.

On this episode, Huang shares what it takes to stay motivated over time — not just at the beginning of a goal, when energy runs high, or at the end, when the finish line is in sight, but through the toughest part: the middle. She explains why motivation is a dynamic process that requires different tools at different stages, and offers practical advice drawn from her research on everything from retirement savings and loyalty programs to children’s health and social apps. Along the way, she and Altman explore how purpose, progress, and even a little social pressure can help us keep going — and how AI might someday coach us through.

More Resources:

Szu-chi Huang, faculty profile & If/Then episode
Russ Altman, faculty profile
The Future of Everything

If/Then is a podcast from Stanford Graduate School of Business that examines research findings that can help us navigate the complex issues we face in business, leadership, and society.

Chapters:

(00:00:00) Introduction

Russ Altman introduces Szu-Chi Huang, professor of marketing at Stanford GSB.

(00:03:31) Studying Motivation

Szu-chi shares what led her to study motivational science

(00:04:03) Defining Motivation

Motivation as the drive to close the gap between current and ideal self.

(00:04:57) The Science of Motivation

Studying motivation through behavioral and neurological data.

(00:05:48) Why It Matters in Business

How motivation science applies to leaders, teams, and customers.

(00:06:39) Motivation Framework

The strategies needed in order to stay motivated over time.

(00:07:42) The Mindset of Motivation

The different mindsets needed throughout the stages of motivation.

(00:09:21) Motivating Kids to Choose Healthy

A Collaboration with UNICEF to study what motivates children.

(00:10:55) Gamified Coupons in Panama

A study using gamified coupons to influence children's food choices.

(00:14:26) Loyalty Programs as Motivation

How customer reward programs act as structured goal journeys.

(00:16:47) Progress Versus Purpose

The different incentives needed in each stage of loyalty programs.

(00:18:29) Retirement Saving Lessons

How financial institutions apply motivational science to long-term goals.

(00:21:12) Motivation in Social Context

The role of social connections in goal pursuit and sustaining motivation.

(00:26:10) Designing Apps for Motivation

How redesigning user interfaces can help users stay motivated.

(00:27:20) AI as a Motivation Coach

Using AI to personalize feedback across all stages of goal pursuit.

(00:30:09) Starting and Sustaining a Goal

Practical strategies for launching and sustaining a goal.

(00:31:57) Conclusion

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Episode 56: Micro-Moment #10: Rewire a Fail