Every January, the gym fills up. By February, it is quieter than the house during first-cut.
Same people. Same good intentions. Different psychology. Farms work the same way, timing matters as much as intention.
Behavioural economists have a fancy name for what happens every January (and every Monday, for that matter): the Fresh Start Effect. Research shows that people experience a surge of motivation at the beginning of something new. These moments are known as temporal landmarks and act like mental reset buttons. Most notably New Year's Day, birthdays or even the start of a new month.
Think of it as psychological housekeeping. That temporal landmark creates a mental wall between "old me who made questionable decisions" and "new me who definitely has it together this time."
It's like when you finally clean the shop.
You put every wrench back on its hook, sweep the floor, coil the air hoses, line the grease guns up straight. For the first time in months you can actually see the workbench. You stand there, coffee in hand, and think:
"From now on, everything's going back where it belongs."
No more tools tossed in a bucket. No more hunting for the 15-mil while a cow's standing there with a sore foot and your patience is gone.
And for a while… it's glorious. Every tool in its place. Everything easy to find.
But unless you change the habit — unless every job ends with five minutes of putting things away — the clutter creeps back. A socket here, a pair of hoof knives there, a tape measure that walks off and starts a new life.
The clean-up gives you a fresh start.
The system is what keeps it that way.
And here's the key: At those moments, people are more open to change, more willing to try new systems, and more motivated to believe, "This is the start of something better."
Google proves it. Searches for "diet" and "gym" spike after every one of these reset moments. But it's not just people — it's businesses, teams, and yes… farms.
Why this matters on a dairy
Farms don't change because of software demos. They change when a moment feels like a new chapter.
Think about it:
- Fresh group of heifers entering the parlour
- Start of a new milk year
- First load of corn silage off the field
- The Monday after Christmas when the crew is finally back in rhythm
Those are psychological reset buttons. And that's when big improvements actually stick.
So how do you use that instead of fighting it?
The "New Quarter, New You" for your farm numbers
Instead of:
"Here's last quarter's reproduction report. Conception rate's still lagging."
You're not dragging people through old mistakes. You're inviting them into a clean slate.
Same data. Totally different emotional response.
Create a founding moment (even if it's just a Tuesday)
Random change is annoying. Named beginnings are powerful.
Don't say:
"We're switching to a new system on Tuesday."
Now your staff aren't being disrupted — they're founding members of something better.
It's the same reason farmers remember:
- The year they put in robots
- The first time they milked 3x
- The season they finally got mastitis under control
Those weren't upgrades. They were chapters.
Monday is a management superpower
Monday morning is the most underrated reset in agriculture.
Thursday: "Ugh, another change?"
Monday: "Alright, let's do this right this week."
If you want buy-in:
- Roll out new protocols on a Monday
- Start new routines on a Monday
- Launch training on a Monday
It aligns with how people's brains already work. No wrestling required.
Turning psychology into performance
Here's the practical challenge:
STEP 1
Pick one thing that's been stalled:
- • Protocol compliance
- • Fresh cow monitoring
- • Communication between shifts
- • Data actually being used
STEP 2
Time it with a fresh start:
- • First Monday of the month
- • Post-holiday return
- • New milk quota year
- • New rotation group
STEP 3
Measure the difference:
- • Engagement
- • Follow-through
- • Adoption
- • Results
You'll see it. The same message, delivered at the right moment, lands completely differently.
Don't position change as:
"Here's what you've been doing wrong."
Because whether it's a new year, a new lactation, or just a Monday that finally feels hopeful — fresh starts are when farms actually transform.
Originally published on Captivate Newsletter