The Law of Diminishing Intent.
Even if you’ve never heard of it, you’ve probably experienced it.
I first ran across this idea when reading a piece by consultant Duncan MacPherson.
As he explains it, “In simple terms, the Law of Diminishing Intent states that, when it comes to finishing a task that seems absolutely crucial one moment, our motivation wanes at about the same rate as the task’s significance. This is largely due to the fact that the emotion associated with the action dwindles, causing the motivation required to finish the project to fade.”