POND teaches us that Daniel Kahneman’s great book “Thinking Fast and Slow’ testifies to, that how we experience something in the moment is different to how we remember it. He uses the experiment with patients undergoing a painful operation and their recall of the pain in the moment and later. The difference between those who said their surgery was extemely painful and those what found it tolerable was the difference between how it ended. he has the Peak end rule, that we overlay on our BME axis to point out where the best real estate is in the planning or performing a story.