Reflections on Attaining Our B Corp Certification and the “Arrival Fallacy”

On December 12, 2023, we announced to the world that KnowledgeOwl is owlficially a Certified B Corporation!

However, on that foggy Mississippi morning, I wasn’t feeling excited about our achievement or the announcement.

I wondered if my unexpected lack of excitement was because I believed so strongly that KnowledgeOwl would eventually attain B Corp Certification, so when it actually happened, it felt anticlimactic.

It felt like there was more to it than that, so I turned to the Internet for answers.

Apparently, this is a common phenomenon that’s sometimes referred to as the “Arrival Fallacy” (a term that was first coined by the behavioral scientist Tal Ben-Shahar). I found tons of articles about why success can feel bitter and why one might feel empty after achieving a big goal.

Happiness Is Progress: How to Overcome the “Arrival Fallacy”

After Google gave me a term to describe my lack of excitement, I asked my new BFF ChatGPT for some actionable advice on how to navigate and overcome the “Arrival Fallacy”:

Acknowledge and Reflect

ChatGPT: First, recognize that it's normal to feel a sense of emptiness or disappointment after achieving a major goal. This feeling often arises because the goal, which provided direction and purpose, is no longer there to motivate you. Take time to reflect on your journey, acknowledging the hard work and dedication it took to reach your accomplishment. This reflection can help you appreciate the value of the experience, beyond just the outcome.

Marybeth: Just knowing that my feelings were normal and that there was nothing wrong with me was powerful. I'm grateful for all of the ways the pursuit of KnowledgeOwl’s B Corp Certification made me a better CEO.

Set New Goals

ChatGPT: Once you’ve taken the time to reflect, consider setting new goals. These don’t have to be monumental; they can be smaller, more immediate objectives or even personal growth goals. The key is to find something new that excites you and gives you a sense of purpose. This could be related to your personal life, career, hobbies, or even a new skill you want to learn. The act of pursuing something meaningful can reignite your motivation.

Marybeth: B Corp Certification was never the end goal—it’s the beginning of a journey towards continuous improvement and collective action. It’s about always working to be better. That’s why B Lab works to evolve its standards, and why B Corps recertify every three years to ensure that they’re keeping up with the evolving standards and improving over time. There is so much more KnowledgeOwl can do to increase its positive impact, and we will set new goals as we approach our first recertification.

Focus on the Process, Not Just the Outcome

ChatGPT: Often, we fixate on the end result of our goals, but the process of working towards them can be equally fulfilling. Try to find joy and value in the daily tasks and small achievements along the way. This shift in focus can help alleviate the sense of anticlimax, as you learn to find satisfaction in the journey, not just the destination.

Marybeth: One of my favorite mantras is “happiness is progress." Over time, I've gotten better at enjoying the ride. Here are some of Dan Martell's thoughts on this: "There’s no destination, only expansion. When I was younger, I was so fixated on achieving goals, finding motivation in these milestones.  But I've learned that this approach, while compelling, wasn't entirely fulfilling.  Now, I focus on never-ending growth and expansion where there's no final destination, just endless possibilities. By shifting my focus to helping others, I've replaced a once heavy, draining energy with something lighter and far more powerful. Ironically, the outcomes are bigger and the vibes way better."

Seek Support and Share Your Experience

ChatGPT: Talking about your feelings with family, friends, or a mental health professional can be incredibly helpful. Sharing your experiences can provide new perspectives and help you feel connected and supported. Sometimes, just the act of verbalizing your feelings can bring clarity and relief.

Marybeth: I’m grateful for all of my fellow owls who helped me process my complex feelings about our B Corp Certification. Talking about your feelings and sharing your experiences really does help!

I now understand that it’s perfectly okay and normal to feel a sense of anticlimax after achieving something significant. It's part of the human experience. The key is to acknowledge the feelings, find new sources of motivation, and cultivate appreciation of the journey.