In this episode, we explore The Zeigarnik Effect, the idea that unfinished tasks can remain psychologically active and influence what we return to, even after we have stopped working on them. We look at the original research by Bluma Zeigarnik, as well as later evidence showing that the science is more nuanced than the popular claim that unfinished tasks are simply remembered better. The more useful insight is that people who have already started something may be more likely to return to it, particularly when the path to completion is clear. We explore how unfinished goals, restarting friction and the need for closure can all affect whether something gets completed or quietly abandoned.

For MSPs, the Zeigarnik Effect provides a practical way to improve follow-ups, onboarding, sales opportunities, projects and client actions. Rather than sending vague reminders, the episode explores how to preserve the context of what has already happened, clearly identify what remains unfinished, define the next action and explain what completion will enable. From stalled proposals and cybersecurity recommendations to meetings, training and paused projects, the goal is to make it easy for people to pick up where they left off rather than forcing them to start again. But there is an important ethical boundary: MSPs should help people complete genuine unfinished journeys, not deliberately create open loops or withhold information simply to keep attention. The real opportunity is to manage existing unfinished business better, and make completion remarkably easy.

Mike Knight MBA FCIM Director, MKLINK Ltd