Working Theory: From Intention to Impact
Working Theory is Part of the Psychologically Speaking series for paid substack subscribers, this first post is free.
Where we follow the research.
In Working Theory, I draw on current studies from psychology, behavioural economics, and identity research to ask: what’s really going on here?
These are deep dives into the evidence shaping how we think, write, and belong online. This is where I make sense of the research, so you can apply it to your work, your rhythms, your communities. And this one starts with a deceptively simple idea:
If you want to change your behaviour (or help others do the same), try saying “If X happens, then I’ll do Y.”
This planning technique, known as an implementation intention, has been well-studied since the 1990s (Gollwitzer, 1999). But a new study adds some nuance, and maybe a timely reminder as we move through spring, to summer and the autumn seasons.
Insight ≠ Action (Even When You Visualise It)
In December 2024, Messmer, Fenouillet, and Legrand published a study in The Journal of Social Psychology exploring how implementation intentions affect mental imagery and behaviour (Messmer et al., 2024).
Here’s what they found:
People who formed an if-then plan were more likely to visualise themselves taking the action.
But that imagery alone didn’t predict greater follow-through.
In other words: the spark was there, but it didn’t always take action.
That gap between insight and action? I’ve been following this thread fow a while on my blog and podcast
Are you inviting change with your writing?
If you’re writing on Substack, publishing a newsletter, or offering reflective work in digital spaces, chances are you’re inviting your readers to shift something: a mindset, a habit, a way of showing up.
That means your writing isn’t just creative, it's persuasive. And persuasion, in this context, is a form of behaviour change.
As someone who researches online communities, digital identity, and the imposter phenomenon (Clance & Imes, 1978, Ainge and Newman 2022), I see this a lot: people know what they want to do, but self-doubt, inconsistency, or context keeps getting in the way, and that’s why this kind of lab based research matters, it gives us more than theory, it offers tools for how to build trust, routine, and momentum in public work.
Autumn is a Behavioural Opportunity (Not Just a Mood)
Let’s add another layer: timing.
The psychologist Katy Milkman and colleagues (Dai et al., 2014) describe the Fresh Start Effect, where certain temporal landmarks, a birthday, a new week, the start of September, make us more motivated to pursue goals. These moments help us separate from “past me” and orient toward “future me.” In other words: autumn, just like New Year is a built-in psychological reboot.
Pair that with what Wendy Wood teaches us about habit formation (Carden & Wood, 2018), that context change is key, and we start to see the ingredients come together.
So if you’re thinking about a new publishing rhythm, a content series, or even relaunching a paused creative practice, now could be the perfect time to start shaping and scaffolding it.
This is where theory gets practical.
Implementation intentions help us automate behaviour.
(Gollwitzer, 1999)Visualising success is helpful, but not enough on it’s own.
(Messmer et al., 2024)Seasonal change creates the context shift needed for new routines.
(Milkman, 2021; Carden & Wood, 2018)
So whether you’re structuring your own practice or shaping content to support others, now is the perfect time to anchor that work in cues and timing.
Here are a few examples that might feel familiar:
If I make coffee, then I open my Substack draft.
If it’s Monday morning, then I post a reflective question to my readers.
If I scroll social media in the morning, then I leave myself one note about what I want to write that day.
None of this needs to be rigid. It just needs to be realistic, timely, and yours.
Why This Belongs in Psychologically Speaking
The work I do, whether it’s research, writing, or holding space for guided reflection, is rooted in something I return to again and again: how we build belonging and resilience in digital spaces, especially when identity is on the line.
Because when we write publicly we’re not just changing what we do. We’re negotiating who we are becoming, in full view of others. That’s exactly where imposter phenomenon experiences often surface, as a natural response to navigating uncertain ground.
Behaviour change psychology gives us language for that tension.
It helps us understand why we hesitate, not to pathologise it, but meet it with both compassion and structure, something solid to hold on to as we begin again, the type of renewal and seasonality we see in the environment around us.
I’m excited to share Working Theory and Field Notes with my paid subscribers, not because I think you need fixing, but because I know how helpful it can be to have language and tools that meet you where you are and actually use.
Your Practical Companion: A Field Note
This Working Theory piece is paired with a Field Note:
📝 Start Where the Season Starts, a practical guide to implementing this research in your own writing life or content design.
(Free this week — but future Field Notes will be for subscribers only.)
Why This Moment Matters
Season changes and especially September, is one of the most powerful natural resets we get. It’s not just cultural; it’s psychological.
Behavioural scientists like Katy Milkman and Wendy Wood have shown that seasonal transitions and life changes offer rare windows where old habits loosen and new ones are more likely to stick.
Prompts for the Week Ahead
These are here to guide, not prescribe, use them in a way that fits your rhythm.
💡 For Your Writing Practice:
What’s one existing routine you can link your writing to?
“If I open my laptop after lunch, then I open my Substack draft.”What kind of seasonal energy are you working with right now? Slowness? Planning mode? Excitement?
Can you mark a fresh start date in June, or circle one in September?
Don’t wait for motivation, create a moment.
💡 For Writing That Supports Change:
What are your readers ready for, but unsure how to begin?
Could you anchor your next post or offer around a temporal cue?
“Back-to-school energy without the overwhelm.”
“What I’m rebuilding this autumn, want to join me?”How might you guide your audience with an “if-then” invitation?
“If you’re feeling stuck, then this 5-minute ritual might help.”
For When Doubt Creeps In
If you feel behind, unsure, or not quite ready, that doesn’t disqualify you from the shift.
This space between intention and action is where most of us live. Especially when we write in public. Especially when we’re building something that reflects our real selves.
Let this be a moment to build with context, not pressure, beginnings don’t have to be big. They just have to happen.
What’s Next
This Field Note is part of a paired piece with this week’s Working Theory. Both are free to read, but from next edition onwards, Field Notes will become a subscriber-only space.
That’s where the grounded tools live. The quiet rewiring. The shift from spark to structure.
If this resonated, consider subscribing
🪟 Window Seat is always Free
🔬 The Lab and access to Working Theory is £4/month or £40/year
🌿 The Greenhouse for my founding members and supporters is £8/month or £80/year, with 25% off research services and my eternal gratitude for topping up my coffee fund.
From my field to yours,
Leila x
References
Carden, L., & Wood, W. (2018). Habit formation and change. Current Opinion in Behavioral Sciences, 20, 117–122. https://doi.org/10.1016/j.cobeha.2017.12.009
Clance, P. R., & Imes, S. A. (1978). The imposter phenomenon in high achieving women: Dynamics and therapeutic intervention. Psychotherapy: Theory, Research & Practice, 15(3), 241–247.
Dai, H., Milkman, K. L., & Riis, J. (2014). The fresh start effect: Temporal landmarks motivate aspirational behavior. Management Science, 60(10), 2563–2582. https://doi.org/10.1287/mnsc.2014.1901
Gollwitzer, P. M. (1999). Implementation intentions: Strong effects of simple plans. American Psychologist, 54(7), 493–503. https://doi.org/10.1037/0003-066X.54.7.493
Messmer, L., Fenouillet, F., & Legrand, E. (2024). Does forming an implementation intention lead individuals to spontaneously use visual mental imagery? The Journal of Social Psychology. Advance online publication. https://doi.org/10.1080/00224545.2024.2439945
Milkman, K. L. (2021). How to change: The science of getting from where you are to where you want to be. Penguin.
Psychologically Speaking is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.