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Copyright © 2018 by James Clear

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Version_1
a·tom·ic

əˈtämik
1. an extremely small amount of a thing; the single irreducible
unit of a larger system.
2. the source of immense energy or power.

hab·it

ˈhabət
1. a routine or practice performed regularly; an automatic
response to a specific situation.
 Contents

Title Page
Copyright
Epigraph
Introduction: My Story

The Fundamentals
Why Tiny Changes Make a Big Difference

1 The Surprising Power of Atomic Habits

2 How Your Habits Shape Your Identity (and Vice Versa)

3 How to Build Better Habits in 4 Simple Steps

The 1st Law

Make It Obvious

4 The Man Who Didn’t Look Right

5 The Best Way to Start a New Habit

6 Motivation Is Overrated; Environment Often Matters More

7 The Secret to Self-Control

The 2nd Law

Make It Attractive

8 How to Make a Habit Irresistible

9 The Role of Family and Friends in Shaping Your Habits

10 How to Find and Fix the Causes of Your Bad Habits

 The 3rd Law
Make It Easy

11 Walk Slowly, but Never Backward

12 The Law of Least Effort

13 How to Stop Procrastinating by Using the Two-Minute Rule

14 How to Make Good Habits Inevitable and Bad Habits Impossible

The 4th Law

Make It Satisfying

15 The Cardinal Rule of Behavior Change

16 How to Stick with Good Habits Every Day

17 How an Accountability Partner Can Change Everything

Advanced Tactics
How to Go from Being Merely Good to Being Truly Great

18 The Truth About Talent (When Genes Matter and When They Don’t)

19 The Goldilocks Rule: How to Stay Motivated in Life and Work

20 The Downside of Creating Good Habits

Conclusion: The Secret to Results That Last

Appendix
What Should You Read Next?
Little Lessons from the Four Laws
How to Apply These Ideas to Business
How to Apply These Ideas to Parenting
Acknowledgments
Notes
Index
About the Author
 Introduction
My Story

O N THE FINAL day of my sophomore year of high school, I was hit

in the face with a baseball bat. As my classmate took a full
swing, the bat slipped out of his hands and came flying toward me
before striking me directly between the eyes. I have no memory of
the moment of impact.
The bat smashed into my face with such force that it crushed my
nose into a distorted U-shape. The collision sent the soft tissue of
my brain slamming into the inside of my skull. Immediately, a wave
of swelling surged throughout my head. In a fraction of a second, I
had a broken nose, multiple skull fractures, and two shattered eye
sockets.
When I opened my eyes, I saw people staring at me and running
over to help. I looked down and noticed spots of red on my clothes.
One of my classmates took the shirt off his back and handed it to
me. I used it to plug the stream of blood rushing from my broken
nose. Shocked and confused, I was unaware of how seriously I had
been injured.
My teacher looped his arm around my shoulder and we began the
long walk to the nurse’s office: across the field, down the hill, and
back into school. Random hands touched my sides, holding me
upright. We took our time and walked slowly. Nobody realized that
every minute mattered.
When we arrived at the nurse’s office, she asked me a series of
questions.
“What year is it?”
“1998,” I answered. It was actually 2002.
“Who is the president of the United States?”
“Bill Clinton,” I said. The correct answer was George W. Bush.
“What is your mom’s name?”
 “Uh. Um.” I stalled. Ten seconds passed.
“Patti,” I said casually, ignoring the fact that it had taken me ten
seconds to remember my own mother’s name.
That is the last question I remember. My body was unable to
handle the rapid swelling in my brain and I lost consciousness
before the ambulance arrived. Minutes later, I was carried out of
school and taken to the local hospital.
Shortly after arriving, my body began shutting down. I struggled
with basic functions like swallowing and breathing. I had my first
seizure of the day. Then I stopped breathing entirely. As the doctors
hurried to supply me with oxygen, they also decided the local
hospital was unequipped to handle the situation and ordered a
helicopter to fly me to a larger hospital in Cincinnati.
I was rolled out of the emergency room doors and toward the
helipad across the street. The stretcher rattled on a bumpy sidewalk
as one nurse pushed me along while another pumped each breath
into me by hand. My mother, who had arrived at the hospital a few
moments before, climbed into the helicopter beside me. I remained
unconscious and unable to breathe on my own as she held my hand
during the flight.
While my mother rode with me in the helicopter, my father went
home to check on my brother and sister and break the news to
them. He choked back tears as he explained to my sister that he
would miss her eighth-grade graduation ceremony that night. After
passing my siblings off to family and friends, he drove to Cincinnati
to meet my mother.
When my mom and I landed on the roof of the hospital, a team of
nearly twenty doctors and nurses sprinted onto the helipad and
wheeled me into the trauma unit. By this time, the swelling in my
brain had become so severe that I was having repeated post-
traumatic seizures. My broken bones needed to be fixed, but I was
in no condition to undergo surgery. After yet another seizure—my
third of the day—I was put into a medically induced coma and
placed on a ventilator.
My parents were no strangers to this hospital. Ten years earlier,
they had entered the same building on the ground floor after my
sister was diagnosed with leukemia at age three. I was five at the
time. My brother was just six months old. After two and a half years
of chemotherapy treatments, spinal taps, and bone marrow
biopsies, my little sister finally walked out of the hospital happy,
healthy, and cancer free. And now, after ten years of normal life, my
parents found themselves back in the same place with a different
child.
While I slipped into a coma, the hospital sent a priest and a social
worker to comfort my parents. It was the same priest who had met
with them a decade earlier on the evening they found out my sister
had cancer.
As day faded into night, a series of machines kept me alive. My
parents slept restlessly on a hospital mattress—one moment they
would collapse from fatigue, the next they would be wide awake
with worry. My mother would tell me later, “It was one of the worst
nights I’ve ever had.”

MY RECOVERY
Mercifully, by the next morning my breathing had rebounded to the
point where the doctors felt comfortable releasing me from the
coma. When I finally regained consciousness, I discovered that I
had lost my ability to smell. As a test, a nurse asked me to blow my
nose and sniff an apple juice box. My sense of smell returned, but—
to everyone’s surprise—the act of blowing my nose forced air
through the fractures in my eye socket and pushed my left eye
outward. My eyeball bulged out of the socket, held precariously in
place by my eyelid and the optic nerve attaching my eye to my brain.
The ophthalmologist said my eye would gradually slide back into
place as the air seeped out, but it was hard to tell how long this
would take. I was scheduled for surgery one week later, which would
allow me some additional time to heal. I looked like I had been on
the wrong end of a boxing match, but I was cleared to leave the
hospital. I returned home with a broken nose, half a dozen facial
fractures, and a bulging left eye.
The following months were hard. It felt like everything in my life
was on pause. I had double vision for weeks; I literally couldn’t see
straight. It took more than a month, but my eyeball did eventually
return to its normal location. Between the seizures and my vision
problems, it was eight months before I could drive a car again. At
physical therapy, I practiced basic motor patterns like walking in a
straight line. I was determined not to let my injury get me down, but
there were more than a few moments when I felt depressed and
overwhelmed.
I became painfully aware of how far I had to go when I returned
to the baseball field one year later. Baseball had always been a
major part of my life. My dad had played minor league baseball for
the St. Louis Cardinals, and I had a dream of playing professionally,
too. After months of rehabilitation, what I wanted more than
anything was to get back on the field.
But my return to baseball was not smooth. When the season
rolled around, I was the only junior to be cut from the varsity
baseball team. I was sent down to play with the sophomores on
junior varsity. I had been playing since age four, and for someone
who had spent so much time and effort on the sport, getting cut was
humiliating. I vividly remember the day it happened. I sat in my car
and cried as I flipped through the radio, desperately searching for a
song that would make me feel better.
After a year of self-doubt, I managed to make the varsity team as
a senior, but I rarely made it on the field. In total, I played eleven
innings of high school varsity baseball, barely more than a single
game.
Despite my lackluster high school career, I still believed I could
become a great player. And I knew that if things were going to
improve, I was the one responsible for making it happen. The
turning point came two years after my injury, when I began college
at Denison University. It was a new beginning, and it was the place
where I would discover the surprising power of small habits for the
first time.

HOW I LEARNED ABOUT HABITS

Attending Denison was one of the best decisions of my life. I earned
a spot on the baseball team and, although I was at the bottom of the
roster as a freshman, I was thrilled. Despite the chaos of my high
school years, I had managed to become a college athlete.
I wasn’t going to be starting on the baseball team anytime soon,
so I focused on getting my life in order. While my peers stayed up
late and played video games, I built good sleep habits and went to
bed early each night. In the messy world of a college dorm, I made a
point to keep my room neat and tidy. These improvements were
minor, but they gave me a sense of control over my life. I started to
feel confident again. And this growing belief in myself rippled into
the classroom as I improved my study habits and managed to earn
straight A’s during my first year.
A habit is a routine or behavior that is performed regularly—and,
in many cases, automatically. As each semester passed, I
accumulated small but consistent habits that ultimately led to
results that were unimaginable to me when I started. For example,
for the first time in my life, I made it a habit to lift weights multiple
times per week, and in the years that followed, my six-foot-four-
inch frame bulked up from a featherweight 170 to a lean 200
pounds.
When my sophomore season arrived, I earned a starting role on
the pitching staff. By my junior year, I was voted team captain and
at the end of the season, I was selected for the all-conference team.
But it was not until my senior season that my sleep habits, study
habits, and strength-training habits really began to pay off.
Six years after I had been hit in the face with a baseball bat, flown
to the hospital, and placed into a coma, I was selected as the top
male athlete at Denison University and named to the ESPN
Academic All-America Team—an honor given to just thirty-three
players across the country. By the time I graduated, I was listed in
the school record books in eight different categories. That same
year, I was awarded the university’s highest academic honor, the
President’s Medal.
I hope you’ll forgive me if this sounds boastful. To be honest,
there was nothing legendary or historic about my athletic career. I
never ended up playing professionally. However, looking back on
those years, I believe I accomplished something just as rare: I
fulfilled my potential. And I believe the concepts in this book can
help you fulfill your potential as well.
We all face challenges in life. This injury was one of mine, and
the experience taught me a critical lesson: changes that seem small
and unimportant at first will compound into remarkable results if
you’re willing to stick with them for years. We all deal with setbacks
but in the long run, the quality of our lives often depends on the
quality of our habits. With the same habits, you’ll end up with the
same results. But with better habits, anything is possible.
Maybe there are people who can achieve incredible success
overnight. I don’t know any of them, and I’m certainly not one of
them. There wasn’t one defining moment on my journey from
medically induced coma to Academic All-American; there were
many. It was a gradual evolution, a long series of small wins and
tiny breakthroughs. The only way I made progress—the only choice
I had—was to start small. And I employed this same strategy a few
years later when I started my own business and began working on
this book.

HOW AND WHY I WROTE THIS BOOK

In November 2012, I began publishing articles at jamesclear.com.
For years, I had been keeping notes about my personal experiments
with habits and I was finally ready to share some of them publicly. I
began by publishing a new article every Monday and Thursday.
Within a few months, this simple writing habit led to my first one
thousand email subscribers, and by the end of 2013 that number
had grown to more than thirty thousand people.
In 2014, my email list expanded to over one hundred thousand
subscribers, which made it one of the fastest-growing newsletters on
the internet. I had felt like an impostor when I began writing two
years earlier, but now I was becoming known as an expert on habits
—a new label that excited me but also felt uncomfortable. I had
never considered myself a master of the topic, but rather someone
who was experimenting alongside my readers.
In 2015, I reached two hundred thousand email subscribers and
signed a book deal with Penguin Random House to begin writing
the book you are reading now. As my audience grew, so did my
business opportunities. I was increasingly asked to speak at top
companies about the science of habit formation, behavior change,
and continuous improvement. I found myself delivering keynote
speeches at conferences in the United States and Europe.
In 2016, my articles began to appear regularly in major
publications like Time, Entrepreneur, and Forbes. Incredibly, my
writing was read by over eight million people that year. Coaches in
the NFL, NBA, and MLB began reading my work and sharing it with
their teams.
At the start of 2017, I launched the Habits Academy, which
became the premier training platform for organizations and
individuals interested in building better habits in life and work.*
Fortune 500 companies and growing start-ups began to enroll their
leaders and train their staff. In total, over ten thousand leaders,
managers, coaches, and teachers have graduated from the Habits
Academy, and my work with them has taught me an incredible
amount about what it takes to make habits work in the real world.
As I put the finishing touches on this book in 2018,
jamesclear.com is receiving millions of visitors per month and
nearly five hundred thousand people subscribe to my weekly email
newsletter—a number that is so far beyond my expectations when I
began that I’m not even sure what to think of it.

HOW THIS BOOK WILL BENEFIT YOU

The entrepreneur and investor Naval Ravikant has said, “To write a
great book, you must first become the book.” I originally learned
about the ideas mentioned here because I had to live them. I had to
rely on small habits to rebound from my injury, to get stronger in
the gym, to perform at a high level on the field, to become a writer,
to build a successful business, and simply to develop into a
responsible adult. Small habits helped me fulfill my potential, and
since you picked up this book, I’m guessing you’d like to fulfill yours
as well.
In the pages that follow, I will share a step-by-step plan for
building better habits—not for days or weeks, but for a lifetime.
While science supports everything I’ve written, this book is not an
academic research paper; it’s an operating manual. You’ll find
wisdom and practical advice front and center as I explain the
science of how to create and change your habits in a way that is easy
to understand and apply.
The fields I draw on—biology, neuroscience, philosophy,
psychology, and more—have been around for many years. What I
offer you is a synthesis of the best ideas smart people figured out a
long time ago as well as the most compelling discoveries scientists
have made recently. My contribution, I hope, is to find the ideas
that matter most and connect them in a way that is highly
actionable. Anything wise in these pages you should credit to the
many experts who preceded me. Anything foolish, assume it is my
error.
 The backbone of this book is my four-step model of habits—cue,
craving, response, and reward—and the four laws of behavior
change that evolve out of these steps. Readers with a psychology
background may recognize some of these terms from operant
conditioning, which was first proposed as “stimulus, response,
reward” by B. F. Skinner in the 1930s and has been popularized
more recently as “cue, routine, reward” in The Power of Habit by
Charles Duhigg.
Behavioral scientists like Skinner realized that if you offered the
right reward or punishment, you could get people to act in a certain
way. But while Skinner’s model did an excellent job of explaining
how external stimuli influenced our habits, it lacked a good
explanation for how our thoughts, feelings, and beliefs impact our
behavior. Internal states—our moods and emotions—matter, too. In
recent decades, scientists have begun to determine the connection
between our thoughts, feelings, and behavior. This research will also
be covered in these pages.
In total, the framework I offer is an integrated model of the
cognitive and behavioral sciences. I believe it is one of the first
models of human behavior to accurately account for both the
influence of external stimuli and internal emotions on our habits.
While some of the language may be familiar, I am confident that the
details—and the applications of the Four Laws of Behavior Change—
will offer a new way to think about your habits.
Human behavior is always changing: situation to situation,
moment to moment, second to second. But this book is about what
doesn’t change. It’s about the fundamentals of human behavior. The
lasting principles you can rely on year after year. The ideas you can
build a business around, build a family around, build a life around.
There is no one right way to create better habits, but this book
describes the best way I know—an approach that will be effective
regardless of where you start or what you’re trying to change. The
strategies I cover will be relevant to anyone looking for a step-by-
step system for improvement, whether your goals center on health,
money, productivity, relationships, or all of the above. As long as
human behavior is involved, this book will be your guide.
 THE
FUNDAMENTALS

Why Tiny Changes Make a Big

Difference
 1

The Surprising Power of Atomic Habits

T HE FATE OF British Cycling changed one day in 2003. The

organization, which was the governing body for professional
cycling in Great Britain, had recently hired Dave Brailsford as its
new performance director. At the time, professional cyclists in Great
Britain had endured nearly one hundred years of mediocrity. Since
1908, British riders had won just a single gold medal at the Olympic
Games, and they had fared even worse in cycling’s biggest race, the
Tour de France. In 110 years, no British cyclist had ever won the
event.
In fact, the performance of British riders had been so
underwhelming that one of the top bike manufacturers in Europe
refused to sell bikes to the team because they were afraid that it
would hurt sales if other professionals saw the Brits using their
gear.
Brailsford had been hired to put British Cycling on a new
trajectory. What made him different from previous coaches was his
relentless commitment to a strategy that he referred to as “the
aggregation of marginal gains,” which was the philosophy of
searching for a tiny margin of improvement in everything you do.
Brailsford said, “The whole principle came from the idea that if you
broke down everything you could think of that goes into riding a
bike, and then improve it by 1 percent, you will get a significant
increase when you put them all together.”
Brailsford and his coaches began by making small adjustments
you might expect from a professional cycling team. They redesigned
the bike seats to make them more comfortable and rubbed alcohol
on the tires for a better grip. They asked riders to wear electrically
heated overshorts to maintain ideal muscle temperature while
riding and used biofeedback sensors to monitor how each athlete
responded to a particular workout. The team tested various fabrics
in a wind tunnel and had their outdoor riders switch to indoor
racing suits, which proved to be lighter and more aerodynamic.
But they didn’t stop there. Brailsford and his team continued to
find 1 percent improvements in overlooked and unexpected areas.
They tested different types of massage gels to see which one led to
the fastest muscle recovery. They hired a surgeon to teach each rider
the best way to wash their hands to reduce the chances of catching a
cold. They determined the type of pillow and mattress that led to the
best night’s sleep for each rider. They even painted the inside of the
team truck white, which helped them spot little bits of dust that
would normally slip by unnoticed but could degrade the
performance of the finely tuned bikes.
As these and hundreds of other small improvements
accumulated, the results came faster than anyone could have
imagined.
Just five years after Brailsford took over, the British Cycling team
dominated the road and track cycling events at the 2008 Olympic
Games in Beijing, where they won an astounding 60 percent of the
gold medals available. Four years later, when the Olympic Games
came to London, the Brits raised the bar as they set nine Olympic
records and seven world records.
That same year, Bradley Wiggins became the first British cyclist
to win the Tour de France. The next year, his teammate Chris
Froome won the race, and he would go on to win again in 2015,
2016, and 2017, giving the British team five Tour de France victories
in six years.
During the ten-year span from 2007 to 2017, British cyclists won
178 world championships and sixty-six Olympic or Paralympic gold
medals and captured five Tour de France victories in what is widely
regarded as the most successful run in cycling history.*
How does this happen? How does a team of previously ordinary
athletes transform into world champions with tiny changes that, at
first glance, would seem to make a modest difference at best? Why
do small improvements accumulate into such remarkable results,
and how can you replicate this approach in your own life?
 WHY SMALL HABITS MAKE A BIG DIFFERENCE
It is so easy to overestimate the importance of one defining moment
and underestimate the value of making small improvements on a
daily basis. Too often, we convince ourselves that massive success
requires massive action. Whether it is losing weight, building a
business, writing a book, winning a championship, or achieving any
other goal, we put pressure on ourselves to make some earth-
shattering improvement that everyone will talk about.
Meanwhile, improving by 1 percent isn’t particularly notable—
sometimes it isn’t even noticeable—but it can be far more
meaningful, especially in the long run. The difference a tiny
improvement can make over time is astounding. Here’s how the
math works out: if you can get 1 percent better each day for one
year, you’ll end up thirty-seven times better by the time you’re done.
Conversely, if you get 1 percent worse each day for one year, you’ll
decline nearly down to zero. What starts as a small win or a minor
setback accumulates into something much more.

1% BETTER EVERY DAY

1% worse every day for one year. 0.99365 = 00.03
1% better every day for one year. 1.01365 = 37.78
 FIGURE 1: The effects of small habits compound over time.
For example, if you can get just 1 percent better each day,
you’ll end up with results that are nearly 37 times better after
one year.

Habits are the compound interest of self-improvement. The same

way that money multiplies through compound interest, the effects
of your habits multiply as you repeat them. They seem to make little
difference on any given day and yet the impact they deliver over the
months and years can be enormous. It is only when looking back
two, five, or perhaps ten years later that the value of good habits and
the cost of bad ones becomes strikingly apparent.
This can be a difficult concept to appreciate in daily life. We often
dismiss small changes because they don’t seem to matter very much
in the moment. If you save a little money now, you’re still not a
millionaire. If you go to the gym three days in a row, you’re still out
of shape. If you study Mandarin for an hour tonight, you still
haven’t learned the language. We make a few changes, but the
results never seem to come quickly and so we slide back into our
previous routines.
 Unfortunately, the slow pace of transformation also makes it easy
to let a bad habit slide. If you eat an unhealthy meal today, the scale
doesn’t move much. If you work late tonight and ignore your family,
they will forgive you. If you procrastinate and put your project off
until tomorrow, there will usually be time to finish it later. A single
decision is easy to dismiss.
But when we repeat 1 percent errors, day after day, by replicating
poor decisions, duplicating tiny mistakes, and rationalizing little
excuses, our small choices compound into toxic results. It’s the
accumulation of many missteps—a 1 percent decline here and there
—that eventually leads to a problem.
The impact created by a change in your habits is similar to the
effect of shifting the route of an airplane by just a few degrees.
Imagine you are flying from Los Angeles to New York City. If a pilot
leaving from LAX adjusts the heading just 3.5 degrees south, you
will land in Washington, D.C., instead of New York. Such a small
change is barely noticeable at takeoff—the nose of the airplane
moves just a few feet—but when magnified across the entire United
States, you end up hundreds of miles apart.*
Similarly, a slight change in your daily habits can guide your life
to a very different destination. Making a choice that is 1 percent
better or 1 percent worse seems insignificant in the moment, but
over the span of moments that make up a lifetime these choices
determine the difference between who you are and who you could
be. Success is the product of daily habits—not once-in-a-lifetime
transformations.
That said, it doesn’t matter how successful or unsuccessful you
are right now. What matters is whether your habits are putting you
on the path toward success. You should be far more concerned with
your current trajectory than with your current results. If you’re a
millionaire but you spend more than you earn each month, then
you’re on a bad trajectory. If your spending habits don’t change, it’s
not going to end well. Conversely, if you’re broke, but you save a
little bit every month, then you’re on the path toward financial
freedom—even if you’re moving slower than you’d like.
Your outcomes are a lagging measure of your habits. Your net
worth is a lagging measure of your financial habits. Your weight is a
lagging measure of your eating habits. Your knowledge is a lagging
measure of your learning habits. Your clutter is a lagging measure of
your cleaning habits. You get what you repeat.
 If you want to predict where you’ll end up in life, all you have to
do is follow the curve of tiny gains or tiny losses, and see how your
daily choices will compound ten or twenty years down the line. Are
you spending less than you earn each month? Are you making it
into the gym each week? Are you reading books and learning
something new each day? Tiny battles like these are the ones that
will define your future self.
Time magnifies the margin between success and failure. It will
multiply whatever you feed it. Good habits make time your ally. Bad
habits make time your enemy.
Habits are a double-edged sword. Bad habits can cut you down
just as easily as good habits can build you up, which is why
understanding the details is crucial. You need to know how habits
work and how to design them to your liking, so you can avoid the
dangerous half of the blade.

YOUR HABITS CAN COMPOUND FOR YOU OR AGAINST YOU

Positive Compounding
Productivity compounds. Accomplishing one extra task is a small feat on
any given day, but it counts for a lot over an entire career. The effect of
automating an old task or mastering a new skill can be even greater. The more
tasks you can handle without thinking, the more your brain is free to focus on
other areas.
Knowledge compounds. Learning one new idea won’t make you a genius,
but a commitment to lifelong learning can be transformative. Furthermore,
each book you read not only teaches you something new but also opens up
different ways of thinking about old ideas. As Warren Buffett says, “That’s how
knowledge works. It builds up, like compound interest.”
Relationships compound. People reflect your behavior back to you. The
more you help others, the more others want to help you. Being a little bit nicer
in each interaction can result in a network of broad and strong connections
over time.

Negative Compounding
Stress compounds. The frustration of a traffic jam. The weight of parenting
responsibilities. The worry of making ends meet. The strain of slightly high
blood pressure. By themselves, these common causes of stress are
manageable. But when they persist for years, little stresses compound into
serious health issues.
Negative thoughts compound. The more you think of yourself as worthless,
stupid, or ugly, the more you condition yourself to interpret life that way. You
get trapped in a thought loop. The same is true for how you think about others.
Once you fall into the habit of seeing people as angry, unjust, or selfish, you
see those kind of people everywhere.
Outrage compounds. Riots, protests, and mass movements are rarely the
result of a single event. Instead, a long series of microaggressions and daily
aggravations slowly multiply until one event tips the scales and outrage
spreads like wildfire.

WHAT PROGRESS IS REALLY LIKE

Imagine that you have an ice cube sitting on the table in front of
you. The room is cold and you can see your breath. It is currently
twenty-five degrees. Ever so slowly, the room begins to heat up.
Twenty-six degrees.
Twenty-seven.
Twenty-eight.
The ice cube is still sitting on the table in front of you.
Twenty-nine degrees.
Thirty.
Thirty-one.
Still, nothing has happened.
Then, thirty-two degrees. The ice begins to melt. A one-degree
shift, seemingly no different from the temperature increases before
it, has unlocked a huge change.
Breakthrough moments are often the result of many previous
actions, which build up the potential required to unleash a major
change. This pattern shows up everywhere. Cancer spends 80
percent of its life undetectable, then takes over the body in months.
Bamboo can barely be seen for the first five years as it builds
extensive root systems underground before exploding ninety feet
into the air within six weeks.
Similarly, habits often appear to make no difference until you
cross a critical threshold and unlock a new level of performance. In
the early and middle stages of any quest, there is often a Valley of
Disappointment. You expect to make progress in a linear fashion
and it’s frustrating how ineffective changes can seem during the first
days, weeks, and even months. It doesn’t feel like you are going
anywhere. It’s a hallmark of any compounding process: the most
powerful outcomes are delayed.
 This is one of the core reasons why it is so hard to build habits
that last. People make a few small changes, fail to see a tangible
result, and decide to stop. You think, “I’ve been running every day
for a month, so why can’t I see any change in my body?” Once this
kind of thinking takes over, it’s easy to let good habits fall by the
wayside. But in order to make a meaningful difference, habits need
to persist long enough to break through this plateau—what I call the
Plateau of Latent Potential.
If you find yourself struggling to build a good habit or break a
bad one, it is not because you have lost your ability to improve. It is
often because you have not yet crossed the Plateau of Latent
Potential. Complaining about not achieving success despite working
hard is like complaining about an ice cube not melting when you
heated it from twenty-five to thirty-one degrees. Your work was not
wasted; it is just being stored. All the action happens at thirty-two
degrees.
When you finally break through the Plateau of Latent Potential,
people will call it an overnight success. The outside world only sees
the most dramatic event rather than all that preceded it. But you
know that it’s the work you did long ago—when it seemed that you
weren’t making any progress—that makes the jump today possible.
It is the human equivalent of geological pressure. Two tectonic
plates can grind against one another for millions of years, the
tension slowly building all the while. Then, one day, they rub each
other once again, in the same fashion they have for ages, but this
time the tension is too great. An earthquake erupts. Change can take
years—before it happens all at once.
Mastery requires patience. The San Antonio Spurs, one of the
most successful teams in NBA history, have a quote from social
reformer Jacob Riis hanging in their locker room: “When nothing
seems to help, I go and look at a stonecutter hammering away at his
rock, perhaps a hundred times without as much as a crack showing
in it. Yet at the hundred and first blow it will split in two, and I
know it was not that last blow that did it—but all that had gone
before.”

THE PLATEAU OF LATENT POTENTIAL

 FIGURE 2: We often expect progress to be linear. At the very
least, we hope it will come quickly. In reality, the results of our
efforts are often delayed. It is not until months or years later
that we realize the true value of the previous work we have
done. This can result in a “valley of disappointment” where
people feel discouraged after putting in weeks or months of
hard work without experiencing any results. However, this
work was not wasted. It was simply being stored. It is not until
much later that the full value of previous efforts is revealed.

All big things come from small beginnings. The seed of every
habit is a single, tiny decision. But as that decision is repeated, a
habit sprouts and grows stronger. Roots entrench themselves and
branches grow. The task of breaking a bad habit is like uprooting a
powerful oak within us. And the task of building a good habit is like
cultivating a delicate flower one day at a time.
But what determines whether we stick with a habit long enough
to survive the Plateau of Latent Potential and break through to the
other side? What is it that causes some people to slide into
unwanted habits and enables others to enjoy the compounding
effects of good ones?

FORGET ABOUT GOALS, FOCUS ON SYSTEMS INSTEAD

Prevailing wisdom claims that the best way to achieve what we want
in life—getting into better shape, building a successful business,
relaxing more and worrying less, spending more time with friends
and family—is to set specific, actionable goals.
For many years, this was how I approached my habits, too. Each
one was a goal to be reached. I set goals for the grades I wanted to
get in school, for the weights I wanted to lift in the gym, for the
profits I wanted to earn in business. I succeeded at a few, but I
failed at a lot of them. Eventually, I began to realize that my results
had very little to do with the goals I set and nearly everything to do
with the systems I followed.
What’s the difference between systems and goals? It’s a
distinction I first learned from Scott Adams, the cartoonist behind
the Dilbert comic. Goals are about the results you want to achieve.
Systems are about the processes that lead to those results.

If you’re a coach, your goal might be to win a championship.

Your system is the way you recruit players, manage your
assistant coaches, and conduct practice.
If you’re an entrepreneur, your goal might be to build a million-
dollar business. Your system is how you test product ideas, hire
employees, and run marketing campaigns.
If you’re a musician, your goal might be to play a new piece.
Your system is how often you practice, how you break down and
tackle difficult measures, and your method for receiving
feedback from your instructor.

Now for the interesting question: If you completely ignored your

goals and focused only on your system, would you still succeed? For
example, if you were a basketball coach and you ignored your goal
to win a championship and focused only on what your team does at
practice each day, would you still get results?
I think you would.
The goal in any sport is to finish with the best score, but it would
be ridiculous to spend the whole game staring at the scoreboard.
The only way to actually win is to get better each day. In the words
of three-time Super Bowl winner Bill Walsh, “The score takes care of
itself.” The same is true for other areas of life. If you want better
results, then forget about setting goals. Focus on your system
instead.
What do I mean by this? Are goals completely useless? Of course
not. Goals are good for setting a direction, but systems are best for
making progress. A handful of problems arise when you spend too
much time thinking about your goals and not enough time
designing your systems.

Problem #1: Winners and losers have the same goals.

Goal setting suffers from a serious case of survivorship bias. We
concentrate on the people who end up winning—the survivors—and
mistakenly assume that ambitious goals led to their success while
overlooking all of the people who had the same objective but didn’t
succeed.
Every Olympian wants to win a gold medal. Every candidate
wants to get the job. And if successful and unsuccessful people share
the same goals, then the goal cannot be what differentiates the
winners from the losers. It wasn’t the goal of winning the Tour de
France that propelled the British cyclists to the top of the sport.
Presumably, they had wanted to win the race every year before—just
like every other professional team. The goal had always been there.
It was only when they implemented a system of continuous small
improvements that they achieved a different outcome.

Problem #2: Achieving a goal is only a momentary change.

Imagine you have a messy room and you set a goal to clean it. If you
summon the energy to tidy up, then you will have a clean room—for
now. But if you maintain the same sloppy, pack-rat habits that led
to a messy room in the first place, soon you’ll be looking at a new
pile of clutter and hoping for another burst of motivation. You’re left
chasing the same outcome because you never changed the system
behind it. You treated a symptom without addressing the cause.
Achieving a goal only changes your life for the moment. That’s
the counterintuitive thing about improvement. We think we need to
change our results, but the results are not the problem. What we
really need to change are the systems that cause those results. When
you solve problems at the results level, you only solve them
temporarily. In order to improve for good, you need to solve
problems at the systems level. Fix the inputs and the outputs will fix
themselves.

Problem #3: Goals restrict your happiness.

The implicit assumption behind any goal is this: “Once I reach my
goal, then I’ll be happy.” The problem with a goals-first mentality is
that you’re continually putting happiness off until the next
milestone. I’ve slipped into this trap so many times I’ve lost count.
For years, happiness was always something for my future self to
enjoy. I promised myself that once I gained twenty pounds of
muscle or after my business was featured in the New York Times,
then I could finally relax.
Furthermore, goals create an “either-or” conflict: either you
achieve your goal and are successful or you fail and you are a
disappointment. You mentally box yourself into a narrow version of
happiness. This is misguided. It is unlikely that your actual path
through life will match the exact journey you had in mind when you
set out. It makes no sense to restrict your satisfaction to one
scenario when there are many paths to success.
A systems-first mentality provides the antidote. When you fall in
love with the process rather than the product, you don’t have to wait
to give yourself permission to be happy. You can be satisfied
anytime your system is running. And a system can be successful in
many different forms, not just the one you first envision.

Problem #4: Goals are at odds with long-term progress.

Finally, a goal-oriented mind-set can create a “yo-yo” effect. Many
runners work hard for months, but as soon as they cross the finish
line, they stop training. The race is no longer there to motivate
them. When all of your hard work is focused on a particular goal,
what is left to push you forward after you achieve it? This is why
many people find themselves reverting to their old habits after
accomplishing a goal.
The purpose of setting goals is to win the game. The purpose of
building systems is to continue playing the game. True long-term
thinking is goal-less thinking. It’s not about any single
accomplishment. It is about the cycle of endless refinement and
continuous improvement. Ultimately, it is your commitment to the
process that will determine your progress.

A SYSTEM OF ATOMIC HABITS

If you’re having trouble changing your habits, the problem isn’t you.
The problem is your system. Bad habits repeat themselves again
and again not because you don’t want to change, but because you
have the wrong system for change.
You do not rise to the level of your goals. You fall to the level of
your systems.
Focusing on the overall system, rather than a single goal, is one
of the core themes of this book. It is also one of the deeper meanings
behind the word atomic. By now, you’ve probably realized that an
atomic habit refers to a tiny change, a marginal gain, a 1 percent
improvement. But atomic habits are not just any old habits,
however small. They are little habits that are part of a larger system.
Just as atoms are the building blocks of molecules, atomic habits
are the building blocks of remarkable results.
Habits are like the atoms of our lives. Each one is a fundamental
unit that contributes to your overall improvement. At first, these
tiny routines seem insignificant, but soon they build on each other
and fuel bigger wins that multiply to a degree that far outweighs the
cost of their initial investment. They are both small and mighty.
This is the meaning of the phrase atomic habits—a regular practice
or routine that is not only small and easy to do, but also the source
of incredible power; a component of the system of compound
growth.

Chapter Summary
Habits are the compound interest of self-improvement. Getting
1 percent better every day counts for a lot in the long-run.
Habits are a double-edged sword. They can work for you or
against you, which is why understanding the details is essential.
Small changes often appear to make no difference until you
cross a critical threshold. The most powerful outcomes of any
compounding process are delayed. You need to be patient.
An atomic habit is a little habit that is part of a larger system.
Just as atoms are the building blocks of molecules, atomic
habits are the building blocks of remarkable results.
If you want better results, then forget about setting goals. Focus
on your system instead.
You do not rise to the level of your goals. You fall to the level of
your systems.
 2

How Your Habits Shape Your Identity

(and Vice Versa)

W HY IS IT so easy to repeat bad habits and so hard to form good

ones? Few things can have a more powerful impact on your
life than improving your daily habits. And yet it is likely that this
time next year you’ll be doing the same thing rather than something
better.
It often feels difficult to keep good habits going for more than a
few days, even with sincere effort and the occasional burst of
motivation. Habits like exercise, meditation, journaling, and
cooking are reasonable for a day or two and then become a hassle.
However, once your habits are established, they seem to stick
around forever—especially the unwanted ones. Despite our best
intentions, unhealthy habits like eating junk food, watching too
much television, procrastinating, and smoking can feel impossible
to break.
Changing our habits is challenging for two reasons: (1) we try to
change the wrong thing and (2) we try to change our habits in the
wrong way. In this chapter, I’ll address the first point. In the
chapters that follow, I’ll answer the second.
Our first mistake is that we try to change the wrong thing. To
understand what I mean, consider that there are three levels at
which change can occur. You can imagine them like the layers of an
onion.

THREE LAYERS OF BEHAVIOR CHANGE

 FIGURE 3: There are three layers of behavior change: a
change in your outcomes, a change in your processes, or a
change in your identity.

The first layer is changing your outcomes. This level is

concerned with changing your results: losing weight, publishing a
book, winning a championship. Most of the goals you set are
associated with this level of change.
The second layer is changing your process. This level is
concerned with changing your habits and systems: implementing a
new routine at the gym, decluttering your desk for better workflow,
developing a meditation practice. Most of the habits you build are
associated with this level.
The third and deepest layer is changing your identity.
This level is concerned with changing your beliefs: your worldview,
your self-image, your judgments about yourself and others. Most of
the beliefs, assumptions, and biases you hold are associated with
this level.
Outcomes are about what you get. Processes are about what you
do. Identity is about what you believe. When it comes to building
habits that last—when it comes to building a system of 1 percent
improvements—the problem is not that one level is “better” or
“worse” than another. All levels of change are useful in their own
way. The problem is the direction of change.
Many people begin the process of changing their habits by
focusing on what they want to achieve. This leads us to outcome-
based habits. The alternative is to build identity-based habits. With
this approach, we start by focusing on who we wish to become.

OUTCOME-BASED HABITS

IDENTITY-BASED HABITS

FIGURE 4: With outcome-based habits, the focus is on what

you want to achieve. With identity-based habits, the focus is
on who you wish to become.

Imagine two people resisting a cigarette. When offered a smoke,

the first person says, “No thanks. I’m trying to quit.” It sounds like a
reasonable response, but this person still believes they are a smoker
who is trying to be something else. They are hoping their behavior
will change while carrying around the same beliefs.
The second person declines by saying, “No thanks. I’m not a
smoker.” It’s a small difference, but this statement signals a shift in
identity. Smoking was part of their former life, not their current
one. They no longer identify as someone who smokes.
 Most people don’t even consider identity change when they set
out to improve. They just think, “I want to be skinny (outcome) and
if I stick to this diet, then I’ll be skinny (process).” They set goals
and determine the actions they should take to achieve those goals
without considering the beliefs that drive their actions. They never
shift the way they look at themselves, and they don’t realize that
their old identity can sabotage their new plans for change.
Behind every system of actions are a system of beliefs. The
system of a democracy is founded on beliefs like freedom, majority
rule, and social equality. The system of a dictatorship has a very
different set of beliefs like absolute authority and strict obedience.
You can imagine many ways to try to get more people to vote in a
democracy, but such behavior change would never get off the
ground in a dictatorship. That’s not the identity of the system.
Voting is a behavior that is impossible under a certain set of beliefs.
A similar pattern exists whether we are discussing individuals,
organizations, or societies. There are a set of beliefs and
assumptions that shape the system, an identity behind the habits.
Behavior that is incongruent with the self will not last. You may
want more money, but if your identity is someone who consumes
rather than creates, then you’ll continue to be pulled toward
spending rather than earning. You may want better health, but if
you continue to prioritize comfort over accomplishment, you’ll be
drawn to relaxing rather than training. It’s hard to change your
habits if you never change the underlying beliefs that led to your
past behavior. You have a new goal and a new plan, but you haven’t
changed who you are.
The story of Brian Clark, an entrepreneur from Boulder,
Colorado, provides a good example. “For as long as I can remember,
I’ve chewed my fingernails,” Clark told me. “It started as a nervous
habit when I was young, and then morphed into an undesirable
grooming ritual. One day, I resolved to stop chewing my nails until
they grew out a bit. Through mindful willpower alone, I managed to
do it.”
Then, Clark did something surprising.
“I asked my wife to schedule my first-ever manicure,” he said.
“My thought was that if I started paying to maintain my nails, I
wouldn’t chew them. And it worked, but not for the monetary
reason. What happened was the manicure made my fingers look
really nice for the first time. The manicurist even said that—other
than the chewing—I had really healthy, attractive nails. Suddenly, I
was proud of my fingernails. And even though that’s something I
had never aspired to, it made all the difference. I’ve never chewed
my nails since; not even a single close call. And it’s because I now
take pride in properly caring for them.”
The ultimate form of intrinsic motivation is when a habit
becomes part of your identity. It’s one thing to say I’m the type of
person who wants this. It’s something very different to say I’m the
type of person who is this.
The more pride you have in a particular aspect of your identity,
the more motivated you will be to maintain the habits associated
with it. If you’re proud of how your hair looks, you’ll develop all
sorts of habits to care for and maintain it. If you’re proud of the size
of your biceps, you’ll make sure you never skip an upper-body
workout. If you’re proud of the scarves you knit, you’ll be more
likely to spend hours knitting each week. Once your pride gets
involved, you’ll fight tooth and nail to maintain your habits.
True behavior change is identity change. You might start a habit
because of motivation, but the only reason you’ll stick with one is
that it becomes part of your identity. Anyone can convince
themselves to visit the gym or eat healthy once or twice, but if you
don’t shift the belief behind the behavior, then it is hard to stick
with long-term changes. Improvements are only temporary until
they become part of who you are.

The goal is not to read a book, the goal is to become a reader.

The goal is not to run a marathon, the goal is to become a
runner.
The goal is not to learn an instrument, the goal is to become a
musician.

Your behaviors are usually a reflection of your identity. What you

do is an indication of the type of person you believe that you are—
either consciously or nonconsciously.* Research has shown that
once a person believes in a particular aspect of their identity, they
are more likely to act in alignment with that belief. For example,
people who identified as “being a voter” were more likely to vote
than those who simply claimed “voting” was an action they wanted
to perform. Similarly, the person who incorporates exercise into
their identity doesn’t have to convince themselves to train. Doing
the right thing is easy. After all, when your behavior and your
identity are fully aligned, you are no longer pursuing behavior
change. You are simply acting like the type of person you already
believe yourself to be.
Like all aspects of habit formation, this, too, is a double-edged
sword. When working for you, identity change can be a powerful
force for self-improvement. When working against you, though,
identity change can be a curse. Once you have adopted an identity, it
can be easy to let your allegiance to it impact your ability to change.
Many people walk through life in a cognitive slumber, blindly
following the norms attached to their identity.

“I’m terrible with directions.”

“I’m not a morning person.”
“I’m bad at remembering people’s names.”
“I’m always late.”
“I’m not good with technology.”
“I’m horrible at math.”

. . . and a thousand other variations.

When you have repeated a story to yourself for years, it is easy to
slide into these mental grooves and accept them as a fact. In time,
you begin to resist certain actions because “that’s not who I am.”
There is internal pressure to maintain your self-image and behave
in a way that is consistent with your beliefs. You find whatever way
you can to avoid contradicting yourself.
The more deeply a thought or action is tied to your identity, the
more difficult it is to change it. It can feel comfortable to believe
what your culture believes (group identity) or to do what upholds
your self-image (personal identity), even if it’s wrong. The biggest
barrier to positive change at any level—individual, team, society—is
identity conflict. Good habits can make rational sense, but if they
conflict with your identity, you will fail to put them into action.
On any given day, you may struggle with your habits because
you’re too busy or too tired or too overwhelmed or hundreds of
other reasons. Over the long run, however, the real reason you fail
to stick with habits is that your self-image gets in the way. This is
why you can’t get too attached to one version of your identity.
Progress requires unlearning. Becoming the best version of yourself
requires you to continuously edit your beliefs, and to upgrade and
expand your identity.
This brings us to an important question: If your beliefs and
worldview play such an important role in your behavior, where do
they come from in the first place? How, exactly, is your identity
formed? And how can you emphasize new aspects of your identity
that serve you and gradually erase the pieces that hinder you?

THE TWO-STEP PROCESS TO CHANGING YOUR IDENTITY

Your identity emerges out of your habits. You are not born with
preset beliefs. Every belief, including those about yourself, is
learned and conditioned through experience.*
More precisely, your habits are how you embody your identity.
When you make your bed each day, you embody the identity of an
organized person. When you write each day, you embody the
identity of a creative person. When you train each day, you embody
the identity of an athletic person.
The more you repeat a behavior, the more you reinforce the
identity associated with that behavior. In fact, the word identity was
originally derived from the Latin words essentitas, which means
being, and identidem, which means repeatedly. Your identity is
literally your “repeated beingness.”
Whatever your identity is right now, you only believe it because
you have proof of it. If you go to church every Sunday for twenty
years, you have evidence that you are religious. If you study biology
for one hour every night, you have evidence that you are studious. If
you go to the gym even when it’s snowing, you have evidence that
you are committed to fitness. The more evidence you have for a
belief, the more strongly you will believe it.
For most of my early life, I didn’t consider myself a writer. If you
were to ask any of my high school teachers or college professors,
they would tell you I was an average writer at best: certainly not a
standout. When I began my writing career, I published a new article
every Monday and Thursday for the first few years. As the evidence
grew, so did my identity as a writer. I didn’t start out as a writer. I
became one through my habits.
 Of course, your habits are not the only actions that influence
your identity, but by virtue of their frequency they are usually the
most important ones. Each experience in life modifies your self-
image, but it’s unlikely you would consider yourself a soccer player
because you kicked a ball once or an artist because you scribbled a
picture. As you repeat these actions, however, the evidence
accumulates and your self-image begins to change. The effect of
one-off experiences tends to fade away while the effect of habits gets
reinforced with time, which means your habits contribute most of
the evidence that shapes your identity. In this way, the process of
building habits is actually the process of becoming yourself.
This is a gradual evolution. We do not change by snapping our
fingers and deciding to be someone entirely new. We change bit by
bit, day by day, habit by habit. We are continually undergoing
microevolutions of the self.
Each habit is like a suggestion: “Hey, maybe this is who I am.” If
you finish a book, then perhaps you are the type of person who likes
reading. If you go to the gym, then perhaps you are the type of
person who likes exercise. If you practice playing the guitar, perhaps
you are the type of person who likes music.
Every action you take is a vote for the type of person you wish to
become. No single instance will transform your beliefs, but as the
votes build up, so does the evidence of your new identity. This is one
reason why meaningful change does not require radical change.
Small habits can make a meaningful difference by providing
evidence of a new identity. And if a change is meaningful, it actually
is big. That’s the paradox of making small improvements.
Putting this all together, you can see that habits are the path to
changing your identity. The most practical way to change who you
are is to change what you do.

Each time you write a page, you are a writer.

Each time you practice the violin, you are a musician.
Each time you start a workout, you are an athlete.
Each time you encourage your employees, you are a leader.

Each habit not only gets results but also teaches you something
far more important: to trust yourself. You start to believe you can
actually accomplish these things. When the votes mount up and the
evidence begins to change, the story you tell yourself begins to
change as well.
Of course, it works the opposite way, too. Every time you choose
to perform a bad habit, it’s a vote for that identity. The good news is
that you don’t need to be perfect. In any election, there are going to
be votes for both sides. You don’t need a unanimous vote to win an
election; you just need a majority. It doesn’t matter if you cast a few
votes for a bad behavior or an unproductive habit. Your goal is
simply to win the majority of the time.
New identities require new evidence. If you keep casting the
same votes you’ve always cast, you’re going to get the same results
you’ve always had. If nothing changes, nothing is going to change.
It is a simple two-step process:

1. Decide the type of person you want to be.

2. Prove it to yourself with small wins.

First, decide who you want to be. This holds at any level—as an
individual, as a team, as a community, as a nation. What do you
want to stand for? What are your principles and values? Who do you
wish to become?
These are big questions, and many people aren’t sure where to
begin—but they do know what kind of results they want: to get six-
pack abs or to feel less anxious or to double their salary. That’s fine.
Start there and work backward from the results you want to the type
of person who could get those results. Ask yourself, “Who is the type
of person that could get the outcome I want?” Who is the type of
person that could lose forty pounds? Who is the type of person that
could learn a new language? Who is the type of person that could
run a successful start-up?
For example, “Who is the type of person who could write a
book?” It’s probably someone who is consistent and reliable. Now
your focus shifts from writing a book (outcome-based) to being the
type of person who is consistent and reliable (identity-based).
This process can lead to beliefs like:

“I’m the kind of teacher who stands up for her students.”

“I’m the kind of doctor who gives each patient the time and
empathy they need.”
 “I’m the kind of manager who advocates for her employees.”

Once you have a handle on the type of person you want to be, you
can begin taking small steps to reinforce your desired identity. I
have a friend who lost over 100 pounds by asking herself, “What
would a healthy person do?” All day long, she would use this
question as a guide. Would a healthy person walk or take a cab?
Would a healthy person order a burrito or a salad? She figured if she
acted like a healthy person long enough, eventually she would
become that person. She was right.
The concept of identity-based habits is our first introduction to
another key theme in this book: feedback loops. Your habits shape
your identity, and your identity shapes your habits. It’s a two-way
street. The formation of all habits is a feedback loop (a concept we
will explore in depth in the next chapter), but it’s important to let
your values, principles, and identity drive the loop rather than your
results. The focus should always be on becoming that type of
person, not getting a particular outcome.

THE REAL REASON HABITS MATTER

Identity change is the North Star of habit change. The remainder of
this book will provide you with step-by-step instructions on how to
build better habits in yourself, your family, your team, your
company, and anywhere else you wish. But the true question is:
“Are you becoming the type of person you want to become?” The
first step is not what or how, but who. You need to know who you
want to be. Otherwise, your quest for change is like a boat without a
rudder. And that’s why we are starting here.
You have the power to change your beliefs about yourself. Your
identity is not set in stone. You have a choice in every moment. You
can choose the identity you want to reinforce today with the habits
you choose today. And this brings us to the deeper purpose of this
book and the real reason habits matter.
Building better habits isn’t about littering your day with life
hacks. It’s not about flossing one tooth each night or taking a cold
shower each morning or wearing the same outfit each day. It’s not
about achieving external measures of success like earning more
money, losing weight, or reducing stress. Habits can help you
achieve all of these things, but fundamentally they are not about
having something. They are about becoming someone.
Ultimately, your habits matter because they help you become the
type of person you wish to be. They are the channel through which
you develop your deepest beliefs about yourself. Quite literally, you
become your habits.

Chapter Summary
There are three levels of change: outcome change, process
change, and identity change.
The most effective way to change your habits is to focus not on
what you want to achieve, but on who you wish to become.
Your identity emerges out of your habits. Every action is a vote
for the type of person you wish to become.
Becoming the best version of yourself requires you to
continuously edit your beliefs, and to upgrade and expand your
identity.
The real reason habits matter is not because they can get you
better results (although they can do that), but because they can
change your beliefs about yourself.
 3

How to Build Better Habits in 4 Simple

Steps

I N 1898, A psychologist
named Edward Thorndike conducted an
experiment that would lay the foundation for our understanding
of how habits form and the rules that guide our behavior. Thorndike
was interested in studying the behavior of animals, and he started
by working with cats.
He would place each cat inside a device known as a puzzle box.
The box was designed so that the cat could escape through a door
“by some simple act, such as pulling at a loop of cord, pressing a
lever, or stepping on a platform.” For example, one box contained a
lever that, when pressed, would open a door on the side of the box.
Once the door had been opened, the cat could dart out and run over
to a bowl of food.
Most cats wanted to escape as soon as they were placed inside the
box. They would poke their nose into the corners, stick their paws
through openings, and claw at loose objects. After a few minutes of
exploration, the cats would happen to press the magical lever, the
door would open, and they would escape.
Thorndike tracked the behavior of each cat across many trials. In
the beginning, the animals moved around the box at random. But as
soon as the lever had been pressed and the door opened, the process
of learning began. Gradually, each cat learned to associate the
action of pressing the lever with the reward of escaping the box and
getting to the food.
After twenty to thirty trials, this behavior became so automatic
and habitual that the cat could escape within a few seconds. For
example, Thorndike noted, “Cat 12 took the following times to
perform the act. 160 seconds, 30 seconds, 90 seconds, 60, 15, 28,
20, 30, 22, 11, 15, 20, 12, 10, 14, 10, 8, 8, 5, 10, 8, 6, 6, 7.”
During the first three trials, the cat escaped in an average of 1.5
minutes. During the last three trials, it escaped in an average of 6.3
seconds. With practice, each cat made fewer errors and their actions
became quicker and more automatic. Rather than repeat the same
mistakes, the cat began to cut straight to the solution.
From his studies, Thorndike described the learning process by
stating, “behaviors followed by satisfying consequences tend to be
repeated and those that produce unpleasant consequences are less
likely to be repeated.” His work provides the perfect starting point
for discussing how habits form in our own lives. It also provides
answers to some fundamental questions like: What are habits? And
why does the brain bother building them at all?

WHY YOUR BRAIN BUILDS HABITS

A habit is a behavior that has been repeated enough times to
become automatic. The process of habit formation begins with trial
and error. Whenever you encounter a new situation in life, your
brain has to make a decision. How do I respond to this? The first
time you come across a problem, you’re not sure how to solve it.
Like Thorndike’s cat, you’re just trying things out to see what works.
Neurological activity in the brain is high during this period. You
are carefully analyzing the situation and making conscious decisions
about how to act. You’re taking in tons of new information and
trying to make sense of it all. The brain is busy learning the most
effective course of action.
Occasionally, like a cat pressing on a lever, you stumble across a
solution. You’re feeling anxious, and you discover that going for a
run calms you down. You’re mentally exhausted from a long day of
work, and you learn that playing video games relaxes you. You’re
exploring, exploring, exploring, and then—BAM—a reward.
After you stumble upon an unexpected reward, you alter your
strategy for next time. Your brain immediately begins to catalog the
events that preceded the reward. Wait a minute—that felt good.
What did I do right before that?
 This is the feedback loop behind all human behavior: try, fail,
learn, try differently. With practice, the useless movements fade
away and the useful actions get reinforced. That’s a habit forming.
Whenever you face a problem repeatedly, your brain begins to
automate the process of solving it. Your habits are just a series of
automatic solutions that solve the problems and stresses you face
regularly. As behavioral scientist Jason Hreha writes, “Habits are,
simply, reliable solutions to recurring problems in our
environment.”
As habits are created, the level of activity in the brain decreases.
You learn to lock in on the cues that predict success and tune out
everything else. When a similar situation arises in the future, you
know exactly what to look for. There is no longer a need to analyze
every angle of a situation. Your brain skips the process of trial and
error and creates a mental rule: if this, then that. These cognitive
scripts can be followed automatically whenever the situation is
appropriate. Now, whenever you feel stressed, you get the itch to
run. As soon as you walk in the door from work, you grab the video
game controller. A choice that once required effort is now
automatic. A habit has been created.
Habits are mental shortcuts learned from experience. In a sense,
a habit is just a memory of the steps you previously followed to solve
a problem in the past. Whenever the conditions are right, you can
draw on this memory and automatically apply the same solution.
The primary reason the brain remembers the past is to better
predict what will work in the future.
Habit formation is incredibly useful because the conscious mind
is the bottleneck of the brain. It can only pay attention to one
problem at a time. As a result, your brain is always working to
preserve your conscious attention for whatever task is most
essential. Whenever possible, the conscious mind likes to pawn off
tasks to the nonconscious mind to do automatically. This is
precisely what happens when a habit is formed. Habits reduce
cognitive load and free up mental capacity, so you can allocate your
attention to other tasks.
Despite their efficiency, some people still wonder about the
benefits of habits. The argument goes like this: “Will habits make
my life dull? I don’t want to pigeonhole myself into a lifestyle I don’t
enjoy. Doesn’t so much routine take away the vibrancy and
spontaneity of life?” Hardly. Such questions set up a false
dichotomy. They make you think that you have to choose between
building habits and attaining freedom. In reality, the two
complement each other.
Habits do not restrict freedom. They create it. In fact, the people
who don’t have their habits handled are often the ones with the
least amount of freedom. Without good financial habits, you will
always be struggling for the next dollar. Without good health habits,
you will always seem to be short on energy. Without good learning
habits, you will always feel like you’re behind the curve. If you’re
always being forced to make decisions about simple tasks—when
should I work out, where do I go to write, when do I pay the bills—
then you have less time for freedom. It’s only by making the
fundamentals of life easier that you can create the mental space
needed for free thinking and creativity.
Conversely, when you have your habits dialed in and the basics of
life are handled and done, your mind is free to focus on new
challenges and master the next set of problems. Building habits in
the present allows you to do more of what you want in the future.

THE SCIENCE OF HOW HABITS WORK

The process of building a habit can be divided into four simple
steps: cue, craving, response, and reward.* Breaking it down into
these fundamental parts can help us understand what a habit is,
how it works, and how to improve it.

FIGURE 5: All habits proceed through four stages in the same

order: cue, craving, response, and reward.

This four-step pattern is the backbone of every habit, and your

brain runs through these steps in the same order each time.
First, there is the cue. The cue triggers your brain to initiate a
behavior. It is a bit of information that predicts a reward. Our
prehistoric ancestors were paying attention to cues that signaled the
location of primary rewards like food, water, and sex. Today, we
spend most of our time learning cues that predict secondary
rewards like money and fame, power and status, praise and
approval, love and friendship, or a sense of personal satisfaction.
(Of course, these pursuits also indirectly improve our odds of
survival and reproduction, which is the deeper motive behind
everything we do.)
Your mind is continuously analyzing your internal and external
environment for hints of where rewards are located. Because the cue
is the first indication that we’re close to a reward, it naturally leads
to a craving.
Cravings are the second step, and they are the motivational force
behind every habit. Without some level of motivation or desire—
without craving a change—we have no reason to act. What you crave
is not the habit itself but the change in state it delivers. You do not
crave smoking a cigarette, you crave the feeling of relief it provides.
You are not motivated by brushing your teeth but rather by the
feeling of a clean mouth. You do not want to turn on the television,
you want to be entertained. Every craving is linked to a desire to
change your internal state. This is an important point that we will
discuss in detail later.
Cravings differ from person to person. In theory, any piece of
information could trigger a craving, but in practice, people are not
motivated by the same cues. For a gambler, the sound of slot
machines can be a potent trigger that sparks an intense wave of
desire. For someone who rarely gambles, the jingles and chimes of
the casino are just background noise. Cues are meaningless until
they are interpreted. The thoughts, feelings, and emotions of the
observer are what transform a cue into a craving.
The third step is the response. The response is the actual habit
you perform, which can take the form of a thought or an action.
Whether a response occurs depends on how motivated you are and
how much friction is associated with the behavior. If a particular
action requires more physical or mental effort than you are willing
to expend, then you won’t do it. Your response also depends on your
ability. It sounds simple, but a habit can occur only if you are
capable of doing it. If you want to dunk a basketball but can’t jump
high enough to reach the hoop, well, you’re out of luck.
 Finally, the response delivers a reward. Rewards are the end goal
of every habit. The cue is about noticing the reward. The craving is
about wanting the reward. The response is about obtaining the
reward. We chase rewards because they serve two purposes: (1) they
satisfy us and (2) they teach us.
The first purpose of rewards is to satisfy your craving. Yes,
rewards provide benefits on their own. Food and water deliver the
energy you need to survive. Getting a promotion brings more money
and respect. Getting in shape improves your health and your dating
prospects. But the more immediate benefit is that rewards satisfy
your craving to eat or to gain status or to win approval. At least for a
moment, rewards deliver contentment and relief from craving.
Second, rewards teach us which actions are worth remembering
in the future. Your brain is a reward detector. As you go about your
life, your sensory nervous system is continuously monitoring which
actions satisfy your desires and deliver pleasure. Feelings of
pleasure and disappointment are part of the feedback mechanism
that helps your brain distinguish useful actions from useless ones.
Rewards close the feedback loop and complete the habit cycle.
If a behavior is insufficient in any of the four stages, it will not
become a habit. Eliminate the cue and your habit will never start.
Reduce the craving and you won’t experience enough motivation to
act. Make the behavior difficult and you won’t be able to do it. And if
the reward fails to satisfy your desire, then you’ll have no reason to
do it again in the future. Without the first three steps, a behavior
will not occur. Without all four, a behavior will not be repeated.

THE HABIT LOOP

 FIGURE 6: The four stages of habit are best described as a
feedback loop. They form an endless cycle that is running
every moment you are alive. This “habit loop” is continually
scanning the environment, predicting what will happen next,
trying out different responses, and learning from the results.*

In summary, the cue triggers a craving, which motivates a

response, which provides a reward, which satisfies the craving and,
ultimately, becomes associated with the cue. Together, these four
steps form a neurological feedback loop—cue, craving, response,
reward; cue, craving, response, reward—that ultimately allows you
to create automatic habits. This cycle is known as the habit loop.
This four-step process is not something that happens
occasionally, but rather it is an endless feedback loop that is
running and active during every moment you are alive—even now.
The brain is continually scanning the environment, predicting what
will happen next, trying out different responses, and learning from
the results. The entire process is completed in a split second, and we
use it again and again without realizing everything that has been
packed into the previous moment.
We can split these four steps into two phases: the problem phase
and the solution phase. The problem phase includes the cue and the
craving, and it is when you realize that something needs to change.
The solution phase includes the response and the reward, and it is
when you take action and achieve the change you desire.

Problem phase
1. Cue
2. Craving
Solution phase
3. Response
4. Reward

All behavior is driven by the desire to solve a problem.

Sometimes the problem is that you notice something good and you
want to obtain it. Sometimes the problem is that you are
experiencing pain and you want to relieve it. Either way, the
purpose of every habit is to solve the problems you face.
In the table on the following page, you can see a few examples of
what this looks like in real life.
Imagine walking into a dark room and flipping on the light
switch. You have performed this simple habit so many times that it
occurs without thinking. You proceed through all four stages in the
fraction of a second. The urge to act strikes you without thinking.

Problem phase
1. Cue: Your phone buzzes with a new text message.
2. Craving: You want to learn the contents of the message.

Solution phase
3. Response: You grab your phone and read the text.
4. Reward: You satisfy your craving to read the message. Grabbing your
phone becomes associated with your phone buzzing.

Problem phase
1. Cue: You are answering emails.
2. Craving: You begin to feel stressed and overwhelmed by work. You want to
feel in control.

Solution phase
3. Response: You bite your nails.
4. Reward: You satisfy your craving to reduce stress. Biting your nails
becomes associated with answering email.

Problem phase
1. Cue: You wake up.
2. Craving: You want to feel alert.

Solution phase
3. Response: You drink a cup of coffee.
4. Reward: You satisfy your craving to feel alert. Drinking coffee becomes
associated with waking up.

Problem phase
1. Cue: You smell a doughnut shop as you walk down the street near your
office.
2. Craving: You begin to crave a doughnut.

Solution phase
3. Response: You buy a doughnut and eat it.
4. Reward: You satisfy your craving to eat a doughnut. Buying a doughnut
becomes associated with walking down the street near your office.

Problem phase
1. Cue: You hit a stumbling block on a project at work.
2. Craving: You feel stuck and want to relieve your frustration.

Solution phase
3. Response: You pull out your phone and check social media.
4. Reward: You satisfy your craving to feel relieved. Checking social media
becomes associated with feeling stalled at work.

Problem phase
1. Cue: You walk into a dark room.
2. Craving: You want to be able to see.

Solution phase
3. Response: You flip the light switch.
4. Reward: You satisfy your craving to see. Turning on the light switch
becomes associated with being in a dark room.
 By the time we become adults, we rarely notice the habits that are
running our lives. Most of us never give a second thought to the fact
that we tie the same shoe first each morning, or unplug the toaster
after each use, or always change into comfortable clothes after
getting home from work. After decades of mental programming, we
automatically slip into these patterns of thinking and acting.

THE FOUR LAWS OF BEHAVIOR CHANGE

In the following chapters, we will see time and again how the four
stages of cue, craving, response, and reward influence nearly
everything we do each day. But before we do that, we need to
transform these four steps into a practical framework that we can
use to design good habits and eliminate bad ones.
I refer to this framework as the Four Laws of Behavior Change,
and it provides a simple set of rules for creating good habits and
breaking bad ones. You can think of each law as a lever that
influences human behavior. When the levers are in the right
positions, creating good habits is effortless. When they are in the
wrong positions, it is nearly impossible.

How to Create a Good Habit

The 1st law (Cue): Make it obvious.
The 2nd law (Craving): Make it attractive.
The 3rd law (Response): Make it easy.
The 4th law (Reward): Make it satisfying.

We can invert these laws to learn how to break a bad habit.

How to Break a Bad Habit

Inversion of the 1st law (Cue): Make it invisible.
Inversion of the 2nd law (Craving): Make it unattractive.
Inversion of the 3rd law (Response): Make it difficult.
Inversion of the 4th law (Reward): Make it unsatisfying.

It would be irresponsible for me to claim that these four laws are

an exhaustive framework for changing any human behavior, but I
think they’re close. As you will soon see, the Four Laws of Behavior
Change apply to nearly every field, from sports to politics, art to
medicine, comedy to management. These laws can be used no
matter what challenge you are facing. There is no need for
completely different strategies for each habit.
Whenever you want to change your behavior, you can simply ask
yourself:

1. How can I make it obvious?

2. How can I make it attractive?
3. How can I make it easy?
4. How can I make it satisfying?

If you have ever wondered, “Why don’t I do what I say I’m going
to do? Why don’t I lose the weight or stop smoking or save for
retirement or start that side business? Why do I say something is
important but never seem to make time for it?” The answers to
those questions can be found somewhere in these four laws. The key
to creating good habits and breaking bad ones is to understand
these fundamental laws and how to alter them to your
specifications. Every goal is doomed to fail if it goes against the
grain of human nature.
Your habits are shaped by the systems in your life. In the
chapters that follow, we will discuss these laws one by one and show
how you can use them to create a system in which good habits
emerge naturally and bad habits wither away.

Chapter Summary
A habit is a behavior that has been repeated enough times to
become automatic.
The ultimate purpose of habits is to solve the problems of life
with as little energy and effort as possible.
Any habit can be broken down into a feedback loop that
involves four steps: cue, craving, response, and reward.
The Four Laws of Behavior Change are a simple set of rules we
can use to build better habits. They are (1) make it obvious, (2)
make it attractive, (3) make it easy, and (4) make it satisfying.
THE 1ST LAW

Make It Obvious
 4

The Man Who Didn’t Look Right

THE PSYCHOLOGIST GARY Klein once told me a story about a woman

who attended a family gathering. She had spent years working as a
paramedic and, upon arriving at the event, took one look at her
father-in-law and got very concerned.
“I don’t like the way you look,” she said.
Her father-in-law, who was feeling perfectly fine, jokingly
replied, “Well, I don’t like your looks, either.”
“No,” she insisted. “You need to go to the hospital now.”
A few hours later, the man was undergoing lifesaving surgery
after an examination had revealed that he had a blockage to a major
artery and was at immediate risk of a heart attack. Without his
daughter-in-law’s intuition, he could have died.
What did the paramedic see? How did she predict his impending
heart attack?
When major arteries are obstructed, the body focuses on sending
blood to critical organs and away from peripheral locations near the
surface of the skin. The result is a change in the pattern of
distribution of blood in the face. After many years of working with
people with heart failure, the woman had unknowingly developed
the ability to recognize this pattern on sight. She couldn’t explain
what it was that she noticed in her father-in-law’s face, but she knew
something was wrong.
Similar stories exist in other fields. For example, military
analysts can identify which blip on a radar screen is an enemy
missile and which one is a plane from their own fleet even though
they are traveling at the same speed, flying at the same altitude, and
look identical on radar in nearly every respect. During the Gulf War,
Lieutenant Commander Michael Riley saved an entire battleship
when he ordered a missile shot down—despite the fact that it looked
exactly like the battleship’s own planes on radar. He made the right
call, but even his superior officers couldn’t explain how he did it.
Museum curators have been known to discern the difference
between an authentic piece of art and an expertly produced
counterfeit even though they can’t tell you precisely which details
tipped them off. Experienced radiologists can look at a brain scan
and predict the area where a stroke will develop before any obvious
signs are visible to the untrained eye. I’ve even heard of hairdressers
noticing whether a client is pregnant based only on the feel of her
hair.
The human brain is a prediction machine. It is continuously
taking in your surroundings and analyzing the information it comes
across. Whenever you experience something repeatedly—like a
paramedic seeing the face of a heart attack patient or a military
analyst seeing a missile on a radar screen—your brain begins
noticing what is important, sorting through the details and
highlighting the relevant cues, and cataloging that information for
future use.
With enough practice, you can pick up on the cues that predict
certain outcomes without consciously thinking about it.
Automatically, your brain encodes the lessons learned through
experience. We can’t always explain what it is we are learning, but
learning is happening all along the way, and your ability to notice
the relevant cues in a given situation is the foundation for every
habit you have.
We underestimate how much our brains and bodies can do
without thinking. You do not tell your hair to grow, your heart to
pump, your lungs to breathe, or your stomach to digest. And yet
your body handles all this and more on autopilot. You are much
more than your conscious self.
Consider hunger. How do you know when you’re hungry? You
don’t necessarily have to see a cookie on the counter to realize that it
is time to eat. Appetite and hunger are governed nonconsciously.
Your body has a variety of feedback loops that gradually alert you
when it is time to eat again and that track what is going on around
you and within you. Cravings can arise thanks to hormones and
chemicals circulating through your body. Suddenly, you’re hungry
even though you’re not quite sure what tipped you off.
This is one of the most surprising insights about our habits: you
don’t need to be aware of the cue for a habit to begin. You can notice
an opportunity and take action without dedicating conscious
attention to it. This is what makes habits useful.
It’s also what makes them dangerous. As habits form, your
actions come under the direction of your automatic and
nonconscious mind. You fall into old patterns before you realize
what’s happening. Unless someone points it out, you may not notice
that you cover your mouth with your hand whenever you laugh, that
you apologize before asking a question, or that you have a habit of
finishing other people’s sentences. And the more you repeat these
patterns, the less likely you become to question what you’re doing
and why you’re doing it.
I once heard of a retail clerk who was instructed to cut up empty
gift cards after customers had used up the balance on the card. One
day, the clerk cashed out a few customers in a row who purchased
with gift cards. When the next person walked up, the clerk swiped
the customer’s actual credit card, picked up the scissors, and then
cut it in half—entirely on autopilot—before looking up at the
stunned customer and realizing what had just happened.
Another woman I came across in my research was a former
preschool teacher who had switched to a corporate job. Even though
she was now working with adults, her old habits would kick in and
she kept asking coworkers if they had washed their hands after
going to the bathroom. I also found the story of a man who had
spent years working as a lifeguard and would occasionally yell
“Walk!” whenever he saw a child running.
Over time, the cues that spark our habits become so common
that they are essentially invisible: the treats on the kitchen counter,
the remote control next to the couch, the phone in our pocket. Our
responses to these cues are so deeply encoded that it may feel like
the urge to act comes from nowhere. For this reason, we must begin
the process of behavior change with awareness.
Before we can effectively build new habits, we need to get a
handle on our current ones. This can be more challenging than it
sounds because once a habit is firmly rooted in your life, it is mostly
nonconscious and automatic. If a habit remains mindless, you can’t
expect to improve it. As the psychologist Carl Jung said, “Until you
make the unconscious conscious, it will direct your life and you will
call it fate.”

THE HABITS SCORECARD

The Japanese railway system is regarded as one of the best in the
world. If you ever find yourself riding a train in Tokyo, you’ll notice
that the conductors have a peculiar habit.
As each operator runs the train, they proceed through a ritual of
pointing at different objects and calling out commands. When the
train approaches a signal, the operator will point at it and say,
“Signal is green.” As the train pulls into and out of each station, the
operator will point at the speedometer and call out the exact speed.
When it’s time to leave, the operator will point at the timetable and
state the time. Out on the platform, other employees are performing
similar actions. Before each train departs, staff members will point
along the edge of the platform and declare, “All clear!” Every detail
is identified, pointed at, and named aloud.*
This process, known as Pointing-and-Calling, is a safety system
designed to reduce mistakes. It seems silly, but it works incredibly
well. Pointing-and-Calling reduces errors by up to 85 percent and
cuts accidents by 30 percent. The MTA subway system in New York
City adopted a modified version that is “point-only,” and “within
two years of implementation, incidents of incorrectly berthed
subways fell 57 percent.”
Pointing-and-Calling is so effective because it raises the level of
awareness from a nonconscious habit to a more conscious level.
Because the train operators must use their eyes, hands, mouth, and
ears, they are more likely to notice problems before something goes
wrong.
My wife does something similar. Whenever we are preparing to
walk out the door for a trip, she verbally calls out the most essential
items in her packing list. “I’ve got my keys. I’ve got my wallet. I’ve
got my glasses. I’ve got my husband.”
The more automatic a behavior becomes, the less likely we are to
consciously think about it. And when we’ve done something a
thousand times before, we begin to overlook things. We assume that
the next time will be just like the last. We’re so used to doing what
we’ve always done that we don’t stop to question whether it’s the
right thing to do at all. Many of our failures in performance are
largely attributable to a lack of self-awareness.
One of our greatest challenges in changing habits is maintaining
awareness of what we are actually doing. This helps explain why the
consequences of bad habits can sneak up on us. We need a “point-
and-call” system for our personal lives. That’s the origin of the
Habits Scorecard, which is a simple exercise you can use to become
more aware of your behavior. To create your own, make a list of
your daily habits.
Here’s a sample of where your list might start:

Wake up
Turn off alarm
Check my phone
Go to the bathroom
Weigh myself
Take a shower
Brush my teeth
Floss my teeth
Put on deodorant
Hang up towel to dry
Get dressed
Make a cup of tea

. . . and so on.
Once you have a full list, look at each behavior, and ask yourself,
“Is this a good habit, a bad habit, or a neutral habit?” If it is a good
habit, write “+” next to it. If it is a bad habit, write “–”. If it is a
neutral habit, write “=”.
For example, the list above might look like this:

Wake up =
Turn off alarm =
Check my phone –
Go to the bathroom =
Weigh myself +
Take a shower +
Brush my teeth +
Floss my teeth +
 Put on deodorant +
Hang up towel to dry =
Get dressed =
Make a cup of tea +

The marks you give to a particular habit will depend on your

situation and your goals. For someone who is trying to lose weight,
eating a bagel with peanut butter every morning might be a bad
habit. For someone who is trying to bulk up and add muscle, the
same behavior might be a good habit. It all depends on what you’re
working toward.*
Scoring your habits can be a bit more complex for another reason
as well. The labels “good habit” and “bad habit” are slightly
inaccurate. There are no good habits or bad habits. There are only
effective habits. That is, effective at solving problems. All habits
serve you in some way—even the bad ones—which is why you repeat
them. For this exercise, categorize your habits by how they will
benefit you in the long run. Generally speaking, good habits will
have net positive outcomes. Bad habits have net negative outcomes.
Smoking a cigarette may reduce stress right now (that’s how it’s
serving you), but it’s not a healthy long-term behavior.
If you’re still having trouble determining how to rate a particular
habit, here is a question I like to use: “Does this behavior help me
become the type of person I wish to be? Does this habit cast a vote
for or against my desired identity?” Habits that reinforce your
desired identity are usually good. Habits that conflict with your
desired identity are usually bad.
As you create your Habits Scorecard, there is no need to change
anything at first. The goal is to simply notice what is actually going
on. Observe your thoughts and actions without judgment or internal
criticism. Don’t blame yourself for your faults. Don’t praise yourself
for your successes.
If you eat a chocolate bar every morning, acknowledge it, almost
as if you were watching someone else. Oh, how interesting that they
would do such a thing. If you binge-eat, simply notice that you are
eating more calories than you should. If you waste time online,
notice that you are spending your life in a way that you do not want
to.
The first step to changing bad habits is to be on the lookout for
them. If you feel like you need extra help, then you can try Pointing-
and-Calling in your own life. Say out loud the action that you are
thinking of taking and what the outcome will be. If you want to cut
back on your junk food habit but notice yourself grabbing another
cookie, say out loud, “I’m about to eat this cookie, but I don’t need
it. Eating it will cause me to gain weight and hurt my health.”
Hearing your bad habits spoken aloud makes the consequences
seem more real. It adds weight to the action rather than letting
yourself mindlessly slip into an old routine. This approach is useful
even if you’re simply trying to remember a task on your to-do list.
Just saying out loud, “Tomorrow, I need to go to the post office after
lunch,” increases the odds that you’ll actually do it. You’re getting
yourself to acknowledge the need for action—and that can make all
the difference.
The process of behavior change always starts with awareness.
Strategies like Pointing-and-Calling and the Habits Scorecard are
focused on getting you to recognize your habits and acknowledge
the cues that trigger them, which makes it possible to respond in a
way that benefits you.

Chapter Summary
With enough practice, your brain will pick up on the cues that
predict certain outcomes without consciously thinking about it.
Once our habits become automatic, we stop paying attention to
what we are doing.
The process of behavior change always starts with awareness.
You need to be aware of your habits before you can change
them.
Pointing-and-Calling raises your level of awareness from a
nonconscious habit to a more conscious level by verbalizing
your actions.
The Habits Scorecard is a simple exercise you can use to
become more aware of your behavior.
 5

The Best Way to Start a New Habit

I N 2001, RESEARCHERS inGreat Britain began working with 248

people to build better exercise habits over the course of two
weeks. The subjects were divided into three groups.
The first group was the control group. They were simply asked to
track how often they exercised.
The second group was the “motivation” group. They were asked
not only to track their workouts but also to read some material on
the benefits of exercise. The researchers also explained to the group
how exercise could reduce the risk of coronary heart disease and
improve heart health.
Finally, there was the third group. These subjects received the
same presentation as the second group, which ensured that they
had equal levels of motivation. However, they were also asked to
formulate a plan for when and where they would exercise over the
following week. Specifically, each member of the third group
completed the following sentence: “During the next week, I will
partake in at least 20 minutes of vigorous exercise on [DAY] at
[TIME] in [PLACE].”
In the first and second groups, 35 to 38 percent of people
exercised at least once per week. (Interestingly, the motivational
presentation given to the second group seemed to have no
meaningful impact on behavior.) But 91 percent of the third group
exercised at least once per week—more than double the normal rate.
The sentence they filled out is what researchers refer to as an
implementation intention, which is a plan you make beforehand
about when and where to act. That is, how you intend to implement
a particular habit.
The cues that can trigger a habit come in a wide range of forms—
the feel of your phone buzzing in your pocket, the smell of chocolate
chip cookies, the sound of ambulance sirens—but the two most
common cues are time and location. Implementation intentions
leverage both of these cues.

Broadly speaking, the format for creating an

implementation intention is:
“When situation X arises, I will perform response Y.”

Hundreds of studies have shown that implementation intentions

are effective for sticking to our goals, whether it’s writing down the
exact time and date of when you will get a flu shot or recording the
time of your colonoscopy appointment. They increase the odds that
people will stick with habits like recycling, studying, going to sleep
early, and stopping smoking.
Researchers have even found that voter turnout increases when
people are forced to create implementation intentions by answering
questions like: “What route are you taking to the polling station? At
what time are you planning to go? What bus will get you there?”
Other successful government programs have prompted citizens to
make a clear plan to send taxes in on time or provided directions on
when and where to pay late traffic bills.
The punch line is clear: people who make a specific plan for when
and where they will perform a new habit are more likely to follow
through. Too many people try to change their habits without these
basic details figured out. We tell ourselves, “I’m going to eat
healthier” or “I’m going to write more,” but we never say when and
where these habits are going to happen. We leave it up to chance
and hope that we will “just remember to do it” or feel motivated at
the right time. An implementation intention sweeps away foggy
notions like “I want to work out more” or “I want to be more
productive” or “I should vote” and transforms them into a concrete
plan of action.
Many people think they lack motivation when what they really
lack is clarity. It is not always obvious when and where to take
action. Some people spend their entire lives waiting for the time to
be right to make an improvement.
Once an implementation intention has been set, you don’t have
to wait for inspiration to strike. Do I write a chapter today or not?
Do I meditate this morning or at lunch? When the moment of
action occurs, there is no need to make a decision. Simply follow
your predetermined plan.

The simple way to apply this strategy to your habits is to

fill out this sentence:
I will [BEHAVIOR] at [TIME] in [LOCATION].

Meditation. I will meditate for one minute at 7 a.m. in my

kitchen.
Studying. I will study Spanish for twenty minutes at 6 p.m. in
my bedroom.
Exercise. I will exercise for one hour at 5 p.m. in my local gym.
Marriage. I will make my partner a cup of tea at 8 a.m. in the
kitchen.

If you aren’t sure when to start your habit, try the first day of the
week, month, or year. People are more likely to take action at those
times because hope is usually higher. If we have hope, we have a
reason to take action. A fresh start feels motivating.
There is another benefit to implementation intentions. Being
specific about what you want and how you will achieve it helps you
say no to things that derail progress, distract your attention, and
pull you off course. We often say yes to little requests because we
are not clear enough about what we need to be doing instead. When
your dreams are vague, it’s easy to rationalize little exceptions all
day long and never get around to the specific things you need to do
to succeed.
Give your habits a time and a space to live in the world. The goal
is to make the time and location so obvious that, with enough
repetition, you get an urge to do the right thing at the right time,
even if you can’t say why. As the writer Jason Zweig noted,
“Obviously you’re never going to just work out without conscious
thought. But like a dog salivating at a bell, maybe you start to get
antsy around the time of day you normally work out.”
 There are many ways to use implementation intentions in your
life and work. My favorite approach is one I learned from Stanford
professor BJ Fogg and it is a strategy I refer to as habit stacking.

HABIT STACKING: A SIMPLE PLAN TO OVERHAUL YOUR

HABITS
The French philosopher Denis Diderot lived nearly his entire life in
poverty, but that all changed one day in 1765.
Diderot’s daughter was about to be married and he could not
afford to pay for the wedding. Despite his lack of wealth, Diderot
was well known for his role as the co-founder and writer of
Encyclopédie, one of the most comprehensive encyclopedias of the
time. When Catherine the Great, the Empress of Russia, heard of
Diderot’s financial troubles, her heart went out to him. She was a
book lover and greatly enjoyed his encyclopedia. She offered to buy
Diderot’s personal library for £1,000—more than $150,000 today.*
Suddenly, Diderot had money to spare. With his new wealth, he not
only paid for the wedding but also acquired a scarlet robe for
himself.
Diderot’s scarlet robe was beautiful. So beautiful, in fact, that he
immediately noticed how out of place it seemed when surrounded
by his more common possessions. He wrote that there was “no more
coordination, no more unity, no more beauty” between his elegant
robe and the rest of his stuff.
Diderot soon felt the urge to upgrade his possessions. He
replaced his rug with one from Damascus. He decorated his home
with expensive sculptures. He bought a mirror to place above the
mantel, and a better kitchen table. He tossed aside his old straw
chair for a leather one. Like falling dominoes, one purchase led to
the next.
Diderot’s behavior is not uncommon. In fact, the tendency for
one purchase to lead to another one has a name: the Diderot Effect.
The Diderot Effect states that obtaining a new possession often
creates a spiral of consumption that leads to additional purchases.
You can spot this pattern everywhere. You buy a dress and have
to get new shoes and earrings to match. You buy a couch and
suddenly question the layout of your entire living room. You buy a
toy for your child and soon find yourself purchasing all of the
accessories that go with it. It’s a chain reaction of purchases.
Many human behaviors follow this cycle. You often decide what
to do next based on what you have just finished doing. Going to the
bathroom leads to washing and drying your hands, which reminds
you that you need to put the dirty towels in the laundry, so you add
laundry detergent to the shopping list, and so on. No behavior
happens in isolation. Each action becomes a cue that triggers the
next behavior.
Why is this important?
When it comes to building new habits, you can use the
connectedness of behavior to your advantage. One of the best ways
to build a new habit is to identify a current habit you already do
each day and then stack your new behavior on top. This is called
habit stacking.
Habit stacking is a special form of an implementation intention.
Rather than pairing your new habit with a particular time and
location, you pair it with a current habit. This method, which was
created by BJ Fogg as part of his Tiny Habits program, can be used
to design an obvious cue for nearly any habit.*

The habit stacking formula is:

“After [CURRENT HABIT], I will [NEW HABIT].”

For example:

Meditation. After I pour my cup of coffee each morning, I will

meditate for one minute.
Exercise. After I take off my work shoes, I will immediately
change into my workout clothes.
Gratitude. After I sit down to dinner, I will say one thing I’m
grateful for that happened today.
Marriage. After I get into bed at night, I will give my partner a
kiss.
Safety. After I put on my running shoes, I will text a friend or
family member where I am running and how long it will take.

The key is to tie your desired behavior into something you

already do each day. Once you have mastered this basic structure,
you can begin to create larger stacks by chaining small habits
together. This allows you to take advantage of the natural
momentum that comes from one behavior leading into the next—a
positive version of the Diderot Effect.

HABIT STACKING

FIGURE 7: Habit stacking increases the likelihood that you’ll

stick with a habit by stacking your new behavior on top of an
old one. This process can be repeated to chain numerous
habits together, each one acting as the cue for the next.

Your morning routine habit stack might look like this:

1. After I pour my morning cup of coffee, I will meditate for sixty

seconds.
 2. After I meditate for sixty seconds, I will write my to-do list for
the day.
3. After I write my to-do list for the day, I will immediately begin
my first task.

Or, consider this habit stack in the evening:

1. After I finish eating dinner, I will put my plate directly into the
dishwasher.
2. After I put my dishes away, I will immediately wipe down the
counter.
3. After I wipe down the counter, I will set out my coffee mug for
tomorrow morning.

You can also insert new behaviors into the middle of your current
routines. For example, you may already have a morning routine that
looks like this: Wake up > Make my bed > Take a shower. Let’s say
you want to develop the habit of reading more each night. You can
expand your habit stack and try something like: Wake up > Make
my bed > Place a book on my pillow > Take a shower. Now, when
you climb into bed each night, a book will be sitting there waiting
for you to enjoy.
Overall, habit stacking allows you to create a set of simple rules
that guide your future behavior. It’s like you always have a game
plan for which action should come next. Once you get comfortable
with this approach, you can develop general habit stacks to guide
you whenever the situation is appropriate:

Exercise. When I see a set of stairs, I will take them instead of

using the elevator.
Social skills. When I walk into a party, I will introduce myself to
someone I don’t know yet.
Finances. When I want to buy something over $100, I will wait
twenty-four hours before purchasing.
Healthy eating. When I serve myself a meal, I will always put
veggies on my plate first.
Minimalism. When I buy a new item, I will give something
away. (“One in, one out.”)
 Mood. When the phone rings, I will take one deep breath and
smile before answering.
Forgetfulness. When I leave a public place, I will check the table
and chairs to make sure I don’t leave anything behind.

No matter how you use this strategy, the secret to creating a

successful habit stack is selecting the right cue to kick things off.
Unlike an implementation intention, which specifically states the
time and location for a given behavior, habit stacking implicitly has
the time and location built into it. When and where you choose to
insert a habit into your daily routine can make a big difference. If
you’re trying to add meditation into your morning routine but
mornings are chaotic and your kids keep running into the room,
then that may be the wrong place and time. Consider when you are
most likely to be successful. Don’t ask yourself to do a habit when
you’re likely to be occupied with something else.
Your cue should also have the same frequency as your desired
habit. If you want to do a habit every day, but you stack it on top of a
habit that only happens on Mondays, that’s not a good choice.
One way to find the right trigger for your habit stack is by
brainstorming a list of your current habits. You can use your Habits
Scorecard from the last chapter as a starting point. Alternatively,
you can create a list with two columns. In the first column, write
down the habits you do each day without fail.*
For example:

Get out of bed.

Take a shower.
Brush your teeth.
Get dressed.
Brew a cup of coffee.
Eat breakfast.
Take the kids to school.
Start the work day.
Eat lunch.
End the work day.
Change out of work clothes.
Sit down for dinner.
Turn off the lights.
 Get into bed.

Your list can be much longer, but you get the idea. In the second
column, write down all of the things that happen to you each day
without fail. For example:

The sun rises.

You get a text message.
The song you are listening to ends.
The sun sets.

Armed with these two lists, you can begin searching for the best
place to layer your new habit into your lifestyle.
Habit stacking works best when the cue is highly specific and
immediately actionable. Many people select cues that are too vague.
I made this mistake myself. When I wanted to start a push-up habit,
my habit stack was “When I take a break for lunch, I will do ten
push-ups.” At first glance, this sounded reasonable. But soon, I
realized the trigger was unclear. Would I do my push-ups before I
ate lunch? After I ate lunch? Where would I do them? After a few
inconsistent days, I changed my habit stack to: “When I close my
laptop for lunch, I will do ten push-ups next to my desk.” Ambiguity
gone.
Habits like “read more” or “eat better” are worthy causes, but
these goals do not provide instruction on how and when to act. Be
specific and clear: After I close the door. After I brush my teeth.
After I sit down at the table. The specificity is important. The more
tightly bound your new habit is to a specific cue, the better the odds
are that you will notice when the time comes to act.
The 1st Law of Behavior Change is to make it obvious. Strategies
like implementation intentions and habit stacking are among the
most practical ways to create obvious cues for your habits and
design a clear plan for when and where to take action.

Chapter Summary
The 1st Law of Behavior Change is make it obvious.
The two most common cues are time and location.
Creating an implementation intention is a strategy you can use
to pair a new habit with a specific time and location.
The implementation intention formula is: I will [BEHAVIOR]
at [TIME] in [LOCATION].
Habit stacking is a strategy you can use to pair a new habit with
a current habit.
The habit stacking formula is: After [CURRENT HABIT], I will
[NEW HABIT].
 6

Motivation Is Overrated; Environment

Often Matters More

ANNE THORNDIKE, A primary care physician at Massachusetts General

Hospital in Boston, had a crazy idea. She believed she could
improve the eating habits of thousands of hospital staff and visitors
without changing their willpower or motivation in the slightest way.
In fact, she didn’t plan on talking to them at all.
Thorndike and her colleagues designed a six-month study to alter
the “choice architecture” of the hospital cafeteria. They started by
changing how drinks were arranged in the room. Originally, the
refrigerators located next to the cash registers in the cafeteria were
filled with only soda. The researchers added water as an option to
each one. Additionally, they placed baskets of bottled water next to
the food stations throughout the room. Soda was still in the primary
refrigerators, but water was now available at all drink locations.
Over the next three months, the number of soda sales at the
hospital dropped by 11.4 percent. Meanwhile, sales of bottled water
increased by 25.8 percent. They made similar adjustments—and
saw similar results—with the food in the cafeteria. Nobody had said
a word to anyone eating there.

BEFORE AFTER
 FIGURE 8: Here is a representation of what the cafeteria
looked like before the environment design changes were
made (left) and after (right). The shaded boxes indicate areas
where bottled water was available in each instance. Because
the amount of water in the environment was increased,
behavior shifted naturally and without additional motivation.

People often choose products not because of what they are, but
because of where they are. If I walk into the kitchen and see a plate
of cookies on the counter, I’ll pick up half a dozen and start eating,
even if I hadn’t been thinking about them beforehand and didn’t
necessarily feel hungry. If the communal table at the office is always
filled with doughnuts and bagels, it’s going to be hard not to grab
one every now and then. Your habits change depending on the room
you are in and the cues in front of you.
Environment is the invisible hand that shapes human behavior.
Despite our unique personalities, certain behaviors tend to arise
again and again under certain environmental conditions. In church,
people tend to talk in whispers. On a dark street, people act wary
and guarded. In this way, the most common form of change is not
internal, but external: we are changed by the world around us.
Every habit is context dependent.
 In 1936, psychologist Kurt Lewin wrote a simple equation that
makes a powerful statement: Behavior is a function of the Person in
their Environment, or B = f (P,E).
It didn’t take long for Lewin’s Equation to be tested in business.
In 1952, the economist Hawkins Stern described a phenomenon he
called Suggestion Impulse Buying, which “is triggered when a
shopper sees a product for the first time and visualizes a need for
it.” In other words, customers will occasionally buy products not
because they want them but because of how they are presented to
them.
For example, items at eye level tend to be purchased more than
those down near the floor. For this reason, you’ll find expensive
brand names featured in easy-to-reach locations on store shelves
because they drive the most profit, while cheaper alternatives are
tucked away in harder-to-reach spots. The same goes for end caps,
which are the units at the end of aisles. End caps are moneymaking
machines for retailers because they are obvious locations that
encounter a lot of foot traffic. For example, 45 percent of Coca-Cola
sales come specifically from end-of-the-aisle racks.
The more obviously available a product or service is, the more
likely you are to try it. People drink Bud Light because it is in every
bar and visit Starbucks because it is on every corner. We like to
think that we are in control. If we choose water over soda, we
assume it is because we wanted to do so. The truth, however, is that
many of the actions we take each day are shaped not by purposeful
drive and choice but by the most obvious option.
Every living being has its own methods for sensing and
understanding the world. Eagles have remarkable long-distance
vision. Snakes can smell by “tasting the air” with their highly
sensitive tongues. Sharks can detect small amounts of electricity
and vibrations in the water caused by nearby fish. Even bacteria
have chemoreceptors—tiny sensory cells that allow them to detect
toxic chemicals in their environment.
In humans, perception is directed by the sensory nervous system.
We perceive the world through sight, sound, smell, touch, and taste.
But we also have other ways of sensing stimuli. Some are conscious,
but many are nonconscious. For instance, you can “notice” when the
temperature drops before a storm, or when the pain in your gut
rises during a stomachache, or when you fall off balance while
walking on rocky ground. Receptors in your body pick up on a wide
range of internal stimuli, such as the amount of salt in your blood or
the need to drink when thirsty.
The most powerful of all human sensory abilities, however, is
vision. The human body has about eleven million sensory receptors.
Approximately ten million of those are dedicated to sight. Some
experts estimate that half of the brain’s resources are used on
vision. Given that we are more dependent on vision than on any
other sense, it should come as no surprise that visual cues are the
greatest catalyst of our behavior. For this reason, a small change in
what you see can lead to a big shift in what you do. As a result, you
can imagine how important it is to live and work in environments
that are filled with productive cues and devoid of unproductive
ones.
Thankfully, there is good news in this respect. You don’t have to
be the victim of your environment. You can also be the architect of
it.

HOW TO DESIGN YOUR ENVIRONMENT FOR SUCCESS

During the energy crisis and oil embargo of the 1970s, Dutch
researchers began to pay close attention to the country’s energy
usage. In one suburb near Amsterdam, they found that some
homeowners used 30 percent less energy than their neighbors—
despite the homes being of similar size and getting electricity for the
same price.
It turned out the houses in this neighborhood were nearly
identical except for one feature: the location of the electrical meter.
Some had one in the basement. Others had the electrical meter
upstairs in the main hallway. As you may guess, the homes with the
meters located in the main hallway used less electricity. When their
energy use was obvious and easy to track, people changed their
behavior.
Every habit is initiated by a cue, and we are more likely to notice
cues that stand out. Unfortunately, the environments where we live
and work often make it easy not to do certain actions because there
is no obvious cue to trigger the behavior. It’s easy not to practice the
guitar when it’s tucked away in the closet. It’s easy not to read a
book when the bookshelf is in the corner of the guest room. It’s easy
not to take your vitamins when they are out of sight in the pantry.
When the cues that spark a habit are subtle or hidden, they are easy
to ignore.
By comparison, creating obvious visual cues can draw your
attention toward a desired habit. In the early 1990s, the cleaning
staff at Schiphol Airport in Amsterdam installed a small sticker that
looked like a fly near the center of each urinal. Apparently, when
men stepped up to the urinals, they aimed for what they thought
was a bug. The stickers improved their aim and significantly
reduced “spillage” around the urinals. Further analysis determined
that the stickers cut bathroom cleaning costs by 8 percent per year.
I’ve experienced the power of obvious cues in my own life. I used
to buy apples from the store, put them in the crisper in the bottom
of the refrigerator, and forget all about them. By the time I
remembered, the apples would have gone bad. I never saw them, so
I never ate them.
Eventually, I took my own advice and redesigned my
environment. I bought a large display bowl and placed it in the
middle of the kitchen counter. The next time I bought apples, that
was where they went—out in the open where I could see them.
Almost like magic, I began eating a few apples each day simply
because they were obvious rather than out of sight.
Here are a few ways you can redesign your environment and
make the cues for your preferred habits more obvious:

If you want to remember to take your medication each night,

put your pill bottle directly next to the faucet on the bathroom
counter.
If you want to practice guitar more frequently, place your guitar
stand in the middle of the living room.
If you want to remember to send more thank-you notes, keep a
stack of stationery on your desk.
If you want to drink more water, fill up a few water bottles each
morning and place them in common locations around the
house.

If you want to make a habit a big part of your life, make the cue a
big part of your environment. The most persistent behaviors usually
have multiple cues. Consider how many different ways a smoker
could be prompted to pull out a cigarette: driving in the car, seeing a
friend smoke, feeling stressed at work, and so on.
The same strategy can be employed for good habits. By
sprinkling triggers throughout your surroundings, you increase the
odds that you’ll think about your habit throughout the day. Make
sure the best choice is the most obvious one. Making a better
decision is easy and natural when the cues for good habits are right
in front of you.
Environment design is powerful not only because it influences
how we engage with the world but also because we rarely do it. Most
people live in a world others have created for them. But you can
alter the spaces where you live and work to increase your exposure
to positive cues and reduce your exposure to negative ones.
Environment design allows you to take back control and become the
architect of your life. Be the designer of your world and not merely
the consumer of it.

THE CONTEXT IS THE CUE

The cues that trigger a habit can start out very specific, but over
time your habits become associated not with a single trigger but
with the entire context surrounding the behavior.
For example, many people drink more in social situations than
they would ever drink alone. The trigger is rarely a single cue, but
rather the whole situation: watching your friends order drinks,
hearing the music at the bar, seeing the beers on tap.
We mentally assign our habits to the locations in which they
occur: the home, the office, the gym. Each location develops a
connection to certain habits and routines. You establish a particular
relationship with the objects on your desk, the items on your
kitchen counter, the things in your bedroom.
Our behavior is not defined by the objects in the environment but
by our relationship to them. In fact, this is a useful way to think
about the influence of the environment on your behavior. Stop
thinking about your environment as filled with objects. Start
thinking about it as filled with relationships. Think in terms of how
you interact with the spaces around you. For one person, her couch
is the place where she reads for an hour each night. For someone
else, the couch is where he watches television and eats a bowl of ice
cream after work. Different people can have different memories—
and thus different habits—associated with the same place.
The good news? You can train yourself to link a particular habit
with a particular context.
In one study, scientists instructed insomniacs to get into bed only
when they were tired. If they couldn’t fall asleep, they were told to
sit in a different room until they became sleepy. Over time, subjects
began to associate the context of their bed with the action of
sleeping, and it became easier to quickly fall asleep when they
climbed in bed. Their brains learned that sleeping—not browsing on
their phones, not watching television, not staring at the clock—was
the only action that happened in that room.
The power of context also reveals an important strategy: habits
can be easier to change in a new environment. It helps to escape the
subtle triggers and cues that nudge you toward your current habits.
Go to a new place—a different coffee shop, a bench in the park, a
corner of your room you seldom use—and create a new routine
there.
It is easier to associate a new habit with a new context than to
build a new habit in the face of competing cues. It can be difficult to
go to bed early if you watch television in your bedroom each night.
It can be hard to study in the living room without getting distracted
if that’s where you always play video games. But when you step
outside your normal environment, you leave your behavioral biases
behind. You aren’t battling old environmental cues, which allows
new habits to form without interruption.
Want to think more creatively? Move to a bigger room, a rooftop
patio, or a building with expansive architecture. Take a break from
the space where you do your daily work, which is also linked to your
current thought patterns.
Trying to eat healthier? It is likely that you shop on autopilot at
your regular supermarket. Try a new grocery store. You may find it
easier to avoid unhealthy food when your brain doesn’t
automatically know where it is located in the store.
When you can’t manage to get to an entirely new environment,
redefine or rearrange your current one. Create a separate space for
work, study, exercise, entertainment, and cooking. The mantra I
find useful is “One space, one use.”
When I started my career as an entrepreneur, I would often work
from my couch or at the kitchen table. In the evenings, I found it
very difficult to stop working. There was no clear division between
the end of work time and the beginning of personal time. Was the
kitchen table my office or the space where I ate meals? Was the
couch where I relaxed or where I sent emails? Everything happened
in the same place.
A few years later, I could finally afford to move to a home with a
separate room for my office. Suddenly, work was something that
happened “in here” and personal life was something that happened
“out there.” It was easier for me to turn off the professional side of
my brain when there was a clear dividing line between work life and
home life. Each room had one primary use. The kitchen was for
cooking. The office was for working.
Whenever possible, avoid mixing the context of one habit with
another. When you start mixing contexts, you’ll start mixing habits
—and the easier ones will usually win out. This is one reason why
the versatility of modern technology is both a strength and a
weakness. You can use your phone for all sorts of tasks, which
makes it a powerful device. But when you can use your phone to do
nearly anything, it becomes hard to associate it with one task. You
want to be productive, but you’re also conditioned to browse social
media, check email, and play video games whenever you open your
phone. It’s a mishmash of cues.
You may be thinking, “You don’t understand. I live in New York
City. My apartment is the size of a smartphone. I need each room to
play multiple roles.” Fair enough. If your space is limited, divide
your room into activity zones: a chair for reading, a desk for writing,
a table for eating. You can do the same with your digital spaces. I
know a writer who uses his computer only for writing, his tablet
only for reading, and his phone only for social media and texting.
Every habit should have a home.
If you can manage to stick with this strategy, each context will
become associated with a particular habit and mode of thought.
Habits thrive under predictable circumstances like these. Focus
comes automatically when you are sitting at your work desk.
Relaxation is easier when you are in a space designed for that
purpose. Sleep comes quickly when it is the only thing that happens
in your bedroom. If you want behaviors that are stable and
predictable, you need an environment that is stable and predictable.
A stable environment where everything has a place and a purpose
is an environment where habits can easily form.
 Chapter Summary
Small changes in context can lead to large changes in behavior
over time.
Every habit is initiated by a cue. We are more likely to notice
cues that stand out.
Make the cues of good habits obvious in your environment.
Gradually, your habits become associated not with a single
trigger but with the entire context surrounding the behavior.
The context becomes the cue.
It is easier to build new habits in a new environment because
you are not fighting against old cues.
 7

The Secret to Self-Control

I N 1971,
as the Vietnam War was heading into its sixteenth year,
congressmen Robert Steele from Connecticut and Morgan
Murphy from Illinois made a discovery that stunned the American
public. While visiting the troops, they had learned that over 15
percent of U.S. soldiers stationed there were heroin addicts. Follow-
up research revealed that 35 percent of service members in Vietnam
had tried heroin and as many as 20 percent were addicted—the
problem was even worse than they had initially thought.
The discovery led to a flurry of activity in Washington, including
the creation of the Special Action Office of Drug Abuse Prevention
under President Nixon to promote prevention and rehabilitation
and to track addicted service members when they returned home.
Lee Robins was one of the researchers in charge. In a finding that
completely upended the accepted beliefs about addiction, Robins
found that when soldiers who had been heroin users returned
home, only 5 percent of them became re-addicted within a year, and
just 12 percent relapsed within three years. In other words,
approximately nine out of ten soldiers who used heroin in Vietnam
eliminated their addiction nearly overnight.
This finding contradicted the prevailing view at the time, which
considered heroin addiction to be a permanent and irreversible
condition. Instead, Robins revealed that addictions could
spontaneously dissolve if there was a radical change in the
environment. In Vietnam, soldiers spent all day surrounded by cues
triggering heroin use: it was easy to access, they were engulfed by
the constant stress of war, they built friendships with fellow soldiers
who were also heroin users, and they were thousands of miles from
home. Once a soldier returned to the United States, though, he
found himself in an environment devoid of those triggers. When the
context changed, so did the habit.
Compare this situation to that of a typical drug user. Someone
becomes addicted at home or with friends, goes to a clinic to get
clean—which is devoid of all the environmental stimuli that prompt
their habit—then returns to their old neighborhood with all of their
previous cues that caused them to get addicted in the first place. It’s
no wonder that usually you see numbers that are the exact opposite
of those in the Vietnam study. Typically, 90 percent of heroin users
become re-addicted once they return home from rehab.
The Vietnam studies ran counter to many of our cultural beliefs
about bad habits because it challenged the conventional association
of unhealthy behavior as a moral weakness. If you’re overweight, a
smoker, or an addict, you’ve been told your entire life that it is
because you lack self-control—maybe even that you’re a bad person.
The idea that a little bit of discipline would solve all our problems is
deeply embedded in our culture.
Recent research, however, shows something different. When
scientists analyze people who appear to have tremendous self-
control, it turns out those individuals aren’t all that different from
those who are struggling. Instead, “disciplined” people are better at
structuring their lives in a way that does not require heroic
willpower and self-control. In other words, they spend less time in
tempting situations.
The people with the best self-control are typically the ones who
need to use it the least. It’s easier to practice self-restraint when you
don’t have to use it very often. So, yes, perseverance, grit, and
willpower are essential to success, but the way to improve these
qualities is not by wishing you were a more disciplined person, but
by creating a more disciplined environment.
This counterintuitive idea makes even more sense once you
understand what happens when a habit is formed in the brain. A
habit that has been encoded in the mind is ready to be used
whenever the relevant situation arises. When Patty Olwell, a
therapist from Austin, Texas, started smoking, she would often light
up while riding horses with a friend. Eventually, she quit smoking
and avoided it for years. She had also stopped riding. Decades later,
she hopped on a horse again and found herself craving a cigarette
for the first time in forever. The cues were still internalized; she just
hadn’t been exposed to them in a long time.
Once a habit has been encoded, the urge to act follows whenever
the environmental cues reappear. This is one reason behavior
change techniques can backfire. Shaming obese people with weight-
loss presentations can make them feel stressed, and as a result
many people return to their favorite coping strategy: overeating.
Showing pictures of blackened lungs to smokers leads to higher
levels of anxiety, which drives many people to reach for a cigarette.
If you’re not careful about cues, you can cause the very behavior you
want to stop.
Bad habits are autocatalytic: the process feeds itself. They foster
the feelings they try to numb. You feel bad, so you eat junk food.
Because you eat junk food, you feel bad. Watching television makes
you feel sluggish, so you watch more television because you don’t
have the energy to do anything else. Worrying about your health
makes you feel anxious, which causes you to smoke to ease your
anxiety, which makes your health even worse and soon you’re
feeling more anxious. It’s a downward spiral, a runaway train of bad
habits.
Researchers refer to this phenomenon as “cue-induced wanting”:
an external trigger causes a compulsive craving to repeat a bad
habit. Once you notice something, you begin to want it. This
process is happening all the time—often without us realizing it.
Scientists have found that showing addicts a picture of cocaine for
just thirty-three milliseconds stimulates the reward pathway in the
brain and sparks desire. This speed is too fast for the brain to
consciously register—the addicts couldn’t even tell you what they
had seen—but they craved the drug all the same.
Here’s the punch line: You can break a habit, but you’re unlikely
to forget it. Once the mental grooves of habit have been carved into
your brain, they are nearly impossible to remove entirely—even if
they go unused for quite a while. And that means that simply
resisting temptation is an ineffective strategy. It is hard to maintain
a Zen attitude in a life filled with interruptions. It takes too much
energy. In the short-run, you can choose to overpower temptation.
In the long-run, we become a product of the environment that we
live in. To put it bluntly, I have never seen someone consistently
stick to positive habits in a negative environment.
 A more reliable approach is to cut bad habits off at the source.
One of the most practical ways to eliminate a bad habit is to reduce
exposure to the cue that causes it.

If you can’t seem to get any work done, leave your phone in
another room for a few hours.
If you’re continually feeling like you’re not enough, stop
following social media accounts that trigger jealousy and envy.
If you’re wasting too much time watching television, move the
TV out of the bedroom.
If you’re spending too much money on electronics, quit reading
reviews of the latest tech gear.
If you’re playing too many video games, unplug the console and
put it in a closet after each use.

This practice is an inversion of the 1st Law of Behavior Change.

Rather than make it obvious, you can make it invisible. I’m often
surprised by how effective simple changes like these can be. Remove
a single cue and the entire habit often fades away.
Self-control is a short-term strategy, not a long-term one. You
may be able to resist temptation once or twice, but it’s unlikely you
can muster the willpower to override your desires every time.
Instead of summoning a new dose of willpower whenever you want
to do the right thing, your energy would be better spent optimizing
your environment. This is the secret to self-control. Make the cues
of your good habits obvious and the cues of your bad habits
invisible.

Chapter Summary
The inversion of the 1st Law of Behavior Change is make it
invisible.
Once a habit is formed, it is unlikely to be forgotten.
People with high self-control tend to spend less time in
tempting situations. It’s easier to avoid temptation than resist
it.
One of the most practical ways to eliminate a bad habit is to
reduce exposure to the cue that causes it.
 Self-control is a short-term strategy, not a long-term one.

HOW TO CREATE A GOOD HABIT

The 1st Law: Make It Obvious

1.1: Fill out the Habits Scorecard. Write down your current habits to become
aware of them.
1.2: Use implementation intentions: “I will [BEHAVIOR] at [TIME] in
[LOCATION].”
1.3: Use habit stacking: “After [CURRENT HABIT], I will [NEW HABIT].”
1.4: Design your environment. Make the cues of good habits obvious and
visible.
The 2nd Law: Make It Attractive

The 3rd Law: Make It Easy

The 4th Law: Make It Satisfying

HOW TO BREAK A BAD HABIT

Inversion of the 1st Law: Make It Invisible

1.5: Reduce exposure. Remove the cues of your bad habits from your
environment.
Inversion of the 2nd Law: Make It Unattractive

Inversion of the 3rd Law: Make It Difficult

Inversion of the 4th Law: Make It Unsatisfying

You can download a printable version of this habits cheat sheet at:
atomichabits.com/cheatsheet
THE 2ND LAW

Make It Attractive
 8

How to Make a Habit Irresistible

I N THE 1940S,
a Dutch scientist named Niko Tinbergen performed a
series of experiments that transformed our understanding of what
motivates us. Tinbergen—who eventually won a Nobel Prize for his
work—was investigating herring gulls, the gray and white birds
often seen flying along the seashores of North America.
Adult herring gulls have a small red dot on their beak, and
Tinbergen noticed that newly hatched chicks would peck this spot
whenever they wanted food. To begin one experiment, he created a
collection of fake cardboard beaks, just a head without a body.
When the parents had flown away, he went over to the nest and
offered these dummy beaks to the chicks. The beaks were obvious
fakes, and he assumed the baby birds would reject them altogether.
However, when the tiny gulls saw the red spot on the cardboard
beak, they pecked away just as if it were attached to their own
mother. They had a clear preference for those red spots—as if they
had been genetically programmed at birth. Soon Tinbergen
discovered that the bigger the red spot, the faster the chicks pecked.
Eventually, he created a beak with three large red dots on it. When
he placed it over the nest, the baby birds went crazy with delight.
They pecked at the little red patches as if it was the greatest beak
they had ever seen.
Tinbergen and his colleagues discovered similar behavior in
other animals. For example, the greylag goose is a ground-nesting
bird. Occasionally, as the mother moves around on the nest, one of
the eggs will roll out and settle on the grass nearby. Whenever this
happens, the goose will waddle over to the egg and use its beak and
neck to pull it back into the nest.
Tinbergen discovered that the goose will pull any nearby round
object, such as a billiard ball or a lightbulb, back into the nest. The
bigger the object, the greater their response. One goose even made a
tremendous effort to roll a volleyball back and sit on top. Like the
baby gulls automatically pecking at red dots, the greylag goose was
following an instinctive rule: When I see a round object nearby, I
must roll it back into the nest. The bigger the round object, the
harder I should try to get it.
It’s like the brain of each animal is preloaded with certain rules
for behavior, and when it comes across an exaggerated version of
that rule, it lights up like a Christmas tree. Scientists refer to these
exaggerated cues as supernormal stimuli. A supernormal stimulus
is a heightened version of reality—like a beak with three red dots or
an egg the size of a volleyball—and it elicits a stronger response than
usual.
Humans are also prone to fall for exaggerated versions of reality.
Junk food, for example, drives our reward systems into a frenzy.
After spending hundreds of thousands of years hunting and
foraging for food in the wild, the human brain has evolved to place a
high value on salt, sugar, and fat. Such foods are often calorie-dense
and they were quite rare when our ancient ancestors were roaming
the savannah. When you don’t know where your next meal is
coming from, eating as much as possible is an excellent strategy for
survival.
Today, however, we live in a calorie-rich environment. Food is
abundant, but your brain continues to crave it like it is scarce.
Placing a high value on salt, sugar, and fat is no longer
advantageous to our health, but the craving persists because the
brain’s reward centers have not changed for approximately fifty
thousand years. The modern food industry relies on stretching our
Paleolithic instincts beyond their evolutionary purpose.
A primary goal of food science is to create products that are more
attractive to consumers. Nearly every food in a bag, box, or jar has
been enhanced in some way, if only with additional flavoring.
Companies spend millions of dollars to discover the most satisfying
level of crunch in a potato chip or the perfect amount of fizz in a
soda. Entire departments are dedicated to optimizing how a product
feels in your mouth—a quality known as orosensation. French fries,
for example, are a potent combination—golden brown and crunchy
on the outside, light and smooth on the inside.
Other processed foods enhance dynamic contrast, which refers
to items with a combination of sensations, like crunchy and creamy.
Imagine the gooeyness of melted cheese on top of a crispy pizza
crust, or the crunch of an Oreo cookie combined with its smooth
center. With natural, unprocessed foods, you tend to experience the
same sensations over and over—how’s that seventeenth bite of kale
taste? After a few minutes, your brain loses interest and you begin
to feel full. But foods that are high in dynamic contrast keep the
experience novel and interesting, encouraging you to eat more.
Ultimately, such strategies enable food scientists to find the “bliss
point” for each product—the precise combination of salt, sugar, and
fat that excites your brain and keeps you coming back for more. The
result, of course, is that you overeat because hyperpalatable foods
are more attractive to the human brain. As Stephan Guyenet, a
neuroscientist who specializes in eating behavior and obesity, says,
“We’ve gotten too good at pushing our own buttons.”
The modern food industry, and the overeating habits it has
spawned, is just one example of the 2nd Law of Behavior Change:
Make it attractive. The more attractive an opportunity is, the more
likely it is to become habit-forming.
Look around. Society is filled with highly engineered versions of
reality that are more attractive than the world our ancestors evolved
in. Stores feature mannequins with exaggerated hips and breasts to
sell clothes. Social media delivers more “likes” and praise in a few
minutes than we could ever get in the office or at home. Online porn
splices together stimulating scenes at a rate that would be
impossible to replicate in real life. Advertisements are created with
a combination of ideal lighting, professional makeup, and
Photoshopped edits—even the model doesn’t look like the person in
the final image. These are the supernormal stimuli of our modern
world. They exaggerate features that are naturally attractive to us,
and our instincts go wild as a result, driving us into excessive
shopping habits, social media habits, porn habits, eating habits, and
many others.
If history serves as a guide, the opportunities of the future will be
more attractive than those of today. The trend is for rewards to
become more concentrated and stimuli to become more enticing.
Junk food is a more concentrated form of calories than natural
foods. Hard liquor is a more concentrated form of alcohol than beer.
Video games are a more concentrated form of play than board
games. Compared to nature, these pleasure-packed experiences are
hard to resist. We have the brains of our ancestors but temptations
they never had to face.
If you want to increase the odds that a behavior will occur, then
you need to make it attractive. Throughout our discussion of the
2nd Law, our goal is to learn how to make our habits irresistible.
While it is not possible to transform every habit into a supernormal
stimulus, we can make any habit more enticing. To do this, we must
start by understanding what a craving is and how it works.
We begin by examining a biological signature that all habits
share—the dopamine spike.

THE DOPAMINE-DRIVEN FEEDBACK LOOP

Scientists can track the precise moment a craving occurs by
measuring a neurotransmitter called dopamine.* The importance of
dopamine became apparent in 1954 when the neuroscientists James
Olds and Peter Milner ran an experiment that revealed the
neurological processes behind craving and desire. By implanting
electrodes in the brains of rats, the researchers blocked the release
of dopamine. To the surprise of the scientists, the rats lost all will to
live. They wouldn’t eat. They wouldn’t have sex. They didn’t crave
anything. Within a few days, the animals died of thirst.
In follow-up studies, other scientists also inhibited the
dopamine-releasing parts of the brain, but this time, they squirted
little droplets of sugar into the mouths of the dopamine-depleted
rats. Their little rat faces lit up with pleasurable grins from the tasty
substance. Even though dopamine was blocked, they liked the sugar
just as much as before; they just didn’t want it anymore. The ability
to experience pleasure remained, but without dopamine, desire
died. And without desire, action stopped.
When other researchers reversed this process and flooded the
reward system of the brain with dopamine, animals performed
habits at breakneck speed. In one study, mice received a powerful
hit of dopamine each time they poked their nose in a box. Within
minutes, the mice developed a craving so strong they began poking
their nose into the box eight hundred times per hour. (Humans are
not so different: the average slot machine player will spin the wheel
six hundred times per hour.)
Habits are a dopamine-driven feedback loop. Every behavior that
is highly habit-forming—taking drugs, eating junk food, playing
video games, browsing social media—is associated with higher
levels of dopamine. The same can be said for our most basic
habitual behaviors like eating food, drinking water, having sex, and
interacting socially.
For years, scientists assumed dopamine was all about pleasure,
but now we know it plays a central role in many neurological
processes, including motivation, learning and memory, punishment
and aversion, and voluntary movement.
When it comes to habits, the key takeaway is this: dopamine is
released not only when you experience pleasure, but also when you
anticipate it. Gambling addicts have a dopamine spike right before
they place a bet, not after they win. Cocaine addicts get a surge of
dopamine when they see the powder, not after they take it.
Whenever you predict that an opportunity will be rewarding, your
levels of dopamine spike in anticipation. And whenever dopamine
rises, so does your motivation to act.
It is the anticipation of a reward—not the fulfillment of it—that
gets us to take action.
Interestingly, the reward system that is activated in the brain
when you receive a reward is the same system that is activated when
you anticipate a reward. This is one reason the anticipation of an
experience can often feel better than the attainment of it. As a child,
thinking about Christmas morning can be better than opening the
gifts. As an adult, daydreaming about an upcoming vacation can be
more enjoyable than actually being on vacation. Scientists refer to
this as the difference between “wanting” and “liking.”

THE DOPAMINE SPIKE

FIGURE 9: Before a habit is learned (A), dopamine is
released when the reward is experienced for the first time.
The next time around (B), dopamine rises before taking
action, immediately after a cue is recognized. This spike leads
to a feeling of desire and a craving to take action whenever
the cue is spotted. Once a habit is learned, dopamine will not
rise when a reward is experienced because you already
expect the reward. However, if you see a cue and expect a
reward, but do not get one, then dopamine will drop in
disappointment (C). The sensitivity of the dopamine response
can clearly be seen when a reward is provided late (D). First,
the cue is identified and dopamine rises as a craving builds.
Next, a response is taken but the reward does not come as
 quickly as expected and dopamine begins to drop. Finally,
when the reward comes a little later than you had hoped,
dopamine spikes again. It is as if the brain is saying, “See! I
knew I was right. Don’t forget to repeat this action next time.”

Your brain has far more neural circuitry allocated for wanting
rewards than for liking them. The wanting centers in the brain are
large: the brain stem, the nucleus accumbens, the ventral tegmental
area, the dorsal striatum, the amygdala, and portions of the
prefrontal cortex. By comparison, the liking centers of the brain are
much smaller. They are often referred to as “hedonic hot spots” and
are distributed like tiny islands throughout the brain. For instance,
researchers have found that 100 percent of the nucleus accumbens
is activated during wanting. Meanwhile, only 10 percent of the
structure is activated during liking.
The fact that the brain allocates so much precious space to the
regions responsible for craving and desire provides further evidence
of the crucial role these processes play. Desire is the engine that
drives behavior. Every action is taken because of the anticipation
that precedes it. It is the craving that leads to the response.
These insights reveal the importance of the 2nd Law of Behavior
Change. We need to make our habits attractive because it is the
expectation of a rewarding experience that motivates us to act in the
first place. This is where a strategy known as temptation bundling
comes into play.

HOW TO USE TEMPTATION BUNDLING TO MAKE YOUR

HABITS MORE ATTRACTIVE
Ronan Byrne, an electrical engineering student in Dublin, Ireland,
enjoyed watching Netflix, but he also knew that he should exercise
more often than he did. Putting his engineering skills to use, Byrne
hacked his stationary bike and connected it to his laptop and
television. Then he wrote a computer program that would allow
Netflix to run only if he was cycling at a certain speed. If he slowed
down for too long, whatever show he was watching would pause
until he started pedaling again. He was, in the words of one fan,
“eliminating obesity one Netflix binge at a time.”
 He was also employing temptation bundling to make his exercise
habit more attractive. Temptation bundling works by linking an
action you want to do with an action you need to do. In Byrne’s case,
he bundled watching Netflix (the thing he wanted to do) with riding
his stationary bike (the thing he needed to do).
Businesses are masters at temptation bundling. For instance,
when the American Broadcasting Company, more commonly known
as ABC, launched its Thursday-night television lineup for the 2014–
2015 season, they promoted temptation bundling on a massive
scale.
Every Thursday, the company would air three shows created by
screenwriter Shonda Rhimes—Grey’s Anatomy, Scandal, and How
to Get Away with Murder. They branded it as “TGIT on ABC”
(TGIT stands for Thank God It’s Thursday). In addition to
promoting the shows, ABC encouraged viewers to make popcorn,
drink red wine, and enjoy the evening.
Andrew Kubitz, head of scheduling for ABC, described the idea
behind the campaign: “We see Thursday night as a viewership
opportunity, with either couples or women by themselves who want
to sit down and escape and have fun and drink their red wine and
have some popcorn.” The brilliance of this strategy is that ABC was
associating the thing they needed viewers to do (watch their shows)
with activities their viewers already wanted to do (relax, drink wine,
and eat popcorn).
Over time, people began to connect watching ABC with feeling
relaxed and entertained. If you drink red wine and eat popcorn at 8
p.m. every Thursday, then eventually “8 p.m. on Thursday” means
relaxation and entertainment. The reward gets associated with the
cue, and the habit of turning on the television becomes more
attractive.
You’re more likely to find a behavior attractive if you get to do
one of your favorite things at the same time. Perhaps you want to
hear about the latest celebrity gossip, but you need to get in shape.
Using temptation bundling, you could only read the tabloids and
watch reality shows at the gym. Maybe you want to get a pedicure,
but you need to clean out your email inbox. Solution: only get a
pedicure while processing overdue work emails.
Temptation bundling is one way to apply a psychology theory
known as Premack’s Principle. Named after the work of professor
David Premack, the principle states that “more probable behaviors
will reinforce less probable behaviors.” In other words, even if you
don’t really want to process overdue work emails, you’ll become
conditioned to do it if it means you get to do something you really
want to do along the way.
You can even combine temptation bundling with the habit
stacking strategy we discussed in Chapter 5 to create a set of rules to
guide your behavior.

The habit stacking + temptation bundling formula is:

1. After [CURRENT HABIT], I will [HABIT I NEED].

2. After [HABIT I NEED], I will [HABIT I WANT].

If you want to read the news, but you need to express more
gratitude:

1. After I get my morning coffee, I will say one thing I’m grateful
for that happened yesterday (need).
2. After I say one thing I’m grateful for, I will read the news
(want).

If you want to watch sports, but you need to make sales calls:

1. After I get back from my lunch break, I will call three potential
clients (need).
2. After I call three potential clients, I will check ESPN (want).

If you want to check Facebook, but you need to exercise more:

1. After I pull out my phone, I will do ten burpees (need).

2. After I do ten burpees, I will check Facebook (want).

The hope is that eventually you’ll look forward to calling three

clients or doing ten burpees because it means you get to read the
latest sports news or check Facebook. Doing the thing you need to
do means you get to do the thing you want to do.
 We began this chapter by discussing supernormal stimuli, which
are heightened versions of reality that increase our desire to take
action. Temptation bundling is one way to create a heightened
version of any habit by connecting it with something you already
want. Engineering a truly irresistible habit is a hard task, but this
simple strategy can be employed to make nearly any habit more
attractive than it would be otherwise.

Chapter Summary
The 2nd Law of Behavior Change is make it attractive.
The more attractive an opportunity is, the more likely it is to
become habit-forming.
Habits are a dopamine-driven feedback loop. When dopamine
rises, so does our motivation to act.
It is the anticipation of a reward—not the fulfillment of it—that
gets us to take action. The greater the anticipation, the greater
the dopamine spike.
Temptation bundling is one way to make your habits more
attractive. The strategy is to pair an action you want to do with
an action you need to do.
 9

The Role of Family and Friends in

Shaping Your Habits

I N 1965,
a Hungarian man named Laszlo Polgar wrote a series of
strange letters to a woman named Klara.
Laszlo was a firm believer in hard work. In fact, it was all he
believed in: he completely rejected the idea of innate talent. He
claimed that with deliberate practice and the development of good
habits, a child could become a genius in any field. His mantra was
“A genius is not born, but is educated and trained.”
Laszlo believed in this idea so strongly that he wanted to test it
with his own children—and he was writing to Klara because he
“needed a wife willing to jump on board.” Klara was a teacher and,
although she may not have been as adamant as Laszlo, she also
believed that with proper instruction, anyone could advance their
skills.
Laszlo decided chess would be a suitable field for the experiment,
and he laid out a plan to raise his children to become chess
prodigies. The kids would be home-schooled, a rarity in Hungary at
the time. The house would be filled with chess books and pictures of
famous chess players. The children would play against each other
constantly and compete in the best tournaments they could find.
The family would keep a meticulous file system of the tournament
history of every competitor the children faced. Their lives would be
dedicated to chess.
Laszlo successfully courted Klara, and within a few years, the
Polgars were parents to three young girls: Susan, Sofia, and Judit.
 Susan, the oldest, began playing chess when she was four years
old. Within six months, she was defeating adults.
Sofia, the middle child, did even better. By fourteen, she was a
world champion, and a few years later, she became a grandmaster.
Judit, the youngest, was the best of all. By age five, she could beat
her father. At twelve, she was the youngest player ever listed among
the top one hundred chess players in the world. At fifteen years and
four months old, she became the youngest grandmaster of all time—
younger than Bobby Fischer, the previous record holder. For
twenty-seven years, she was the number-one-ranked female chess
player in the world.
The childhood of the Polgar sisters was atypical, to say the least.
And yet, if you ask them about it, they claim their lifestyle was
attractive, even enjoyable. In interviews, the sisters talk about their
childhood as entertaining rather than grueling. They loved playing
chess. They couldn’t get enough of it. Once, Laszlo reportedly found
Sofia playing chess in the bathroom in the middle of the night.
Encouraging her to go back to sleep, he said, “Sofia, leave the pieces
alone!” To which she replied, “Daddy, they won’t leave me alone!”
The Polgar sisters grew up in a culture that prioritized chess
above all else—praised them for it, rewarded them for it. In their
world, an obsession with chess was normal. And as we are about to
see, whatever habits are normal in your culture are among the most
attractive behaviors you’ll find.

THE SEDUCTIVE PULL OF SOCIAL NORMS

Humans are herd animals. We want to fit in, to bond with others,
and to earn the respect and approval of our peers. Such inclinations
are essential to our survival. For most of our evolutionary history,
our ancestors lived in tribes. Becoming separated from the tribe—or
worse, being cast out—was a death sentence. “The lone wolf dies,
but the pack survives.”*
Meanwhile, those who collaborated and bonded with others
enjoyed increased safety, mating opportunities, and access to
resources. As Charles Darwin noted, “In the long history of
humankind, those who learned to collaborate and improvise most
effectively have prevailed.” As a result, one of the deepest human
desires is to belong. And this ancient preference exerts a powerful
influence on our modern behavior.
We don’t choose our earliest habits, we imitate them. We follow
the script handed down by our friends and family, our church or
school, our local community and society at large. Each of these
cultures and groups comes with its own set of expectations and
standards—when and whether to get married, how many children to
have, which holidays to celebrate, how much money to spend on
your child’s birthday party. In many ways, these social norms are
the invisible rules that guide your behavior each day. You’re always
keeping them in mind, even if they are at the not top of your mind.
Often, you follow the habits of your culture without thinking,
without questioning, and sometimes without remembering. As the
French philosopher Michel de Montaigne wrote, “The customs and
practices of life in society sweep us along.”
Most of the time, going along with the group does not feel like a
burden. Everyone wants to belong. If you grow up in a family that
rewards you for your chess skills, playing chess will seem like a very
attractive thing to do. If you work in a job where everyone wears
expensive suits, then you’ll be inclined to splurge on one as well. If
all of your friends are sharing an inside joke or using a new phrase,
you’ll want to do it, too, so they know that you “get it.” Behaviors are
attractive when they help us fit in.
We imitate the habits of three groups in particular:

1. The close.
2. The many.
3. The powerful.

Each group offers an opportunity to leverage the 2nd Law of

Behavior Change and make our habits more attractive.

1. Imitating the Close

Proximity has a powerful effect on our behavior. This is true of the
physical environment, as we discussed in Chapter 6, but it is also
true of the social environment.
We pick up habits from the people around us. We copy the way
our parents handle arguments, the way our peers flirt with one
another, the way our coworkers get results. When your friends
smoke pot, you give it a try, too. When your wife has a habit of
double-checking that the door is locked before going to bed, you
pick it up as well.
I find that I often imitate the behavior of those around me
without realizing it. In conversation, I’ll automatically assume the
body posture of the other person. In college, I began to talk like my
roommates. When traveling to other countries, I unconsciously
imitate the local accent despite reminding myself to stop.
As a general rule, the closer we are to someone, the more likely
we are to imitate some of their habits. One groundbreaking study
tracked twelve thousand people for thirty-two years and found that
“a person’s chances of becoming obese increased by 57 percent if he
or she had a friend who became obese.” It works the other way, too.
Another study found that if one person in a relationship lost weight,
the other partner would also slim down about one third of the time.
Our friends and family provide a sort of invisible peer pressure that
pulls us in their direction.
Of course, peer pressure is bad only if you’re surrounded by bad
influences. When astronaut Mike Massimino was a graduate
student at MIT, he took a small robotics class. Of the ten people in
the class, four became astronauts. If your goal was to make it into
space, then that room was about the best culture you could ask for.
Similarly, one study found that the higher your best friend’s IQ at
age eleven or twelve, the higher your IQ would be at age fifteen,
even after controlling for natural levels of intelligence. We soak up
the qualities and practices of those around us.
One of the most effective things you can do to build better habits
is to join a culture where your desired behavior is the normal
behavior. New habits seem achievable when you see others doing
them every day. If you are surrounded by fit people, you’re more
likely to consider working out to be a common habit. If you’re
surrounded by jazz lovers, you’re more likely to believe it’s
reasonable to play jazz every day. Your culture sets your expectation
for what is “normal.” Surround yourself with people who have the
habits you want to have yourself. You’ll rise together.
To make your habits even more attractive, you can take this
strategy one step further.
Join a culture where (1) your desired behavior is the normal
behavior and (2) you already have something in common with the
group. Steve Kamb, an entrepreneur in New York City, runs a
company called Nerd Fitness, which “helps nerds, misfits, and
mutants lose weight, get strong, and get healthy.” His clients include
video game lovers, movie fanatics, and average Joes who want to get
in shape. Many people feel out of place the first time they go to the
gym or try to change their diet, but if you are already similar to the
other members of the group in some way—say, your mutual love of
Star Wars—change becomes more appealing because it feels like
something people like you already do.
Nothing sustains motivation better than belonging to the tribe. It
transforms a personal quest into a shared one. Previously, you were
on your own. Your identity was singular. You are a reader. You are
a musician. You are an athlete. When you join a book club or a
band or a cycling group, your identity becomes linked to those
around you. Growth and change is no longer an individual pursuit.
We are readers. We are musicians. We are cyclists. The shared
identity begins to reinforce your personal identity. This is why
remaining part of a group after achieving a goal is crucial to
maintaining your habits. It’s friendship and community that embed
a new identity and help behaviors last over the long run.

2. Imitating the Many

In the 1950s, psychologist Solomon Asch conducted a series of
experiments that are now taught to legions of undergrads each year.
To begin each experiment, the subject entered the room with a
group of strangers. Unbeknownst to them, the other participants
were actors planted by the researcher and instructed to deliver
scripted answers to certain questions.
The group would be shown one card with a line on it and then a
second card with a series of lines. Each person was asked to select
the line on the second card that was similar in length to the line on
the first card. It was a very simple task. Here is an example of two
cards used in the experiment:

CONFORMING TO SOCIAL NORMS

 FIGURE 10: This is a representation of two cards used by
Solomon Asch in his famous social conformity experiments.
The length of the line on the first card (left) is obviously the
same as line C, but when a group of actors claimed it was a
different length the research subjects would often change their
minds and go with the crowd rather than believe their own
eyes.

The experiment always began the same. First, there would be

some easy trials where everyone agreed on the correct line. After a
few rounds, the participants were shown a test that was just as
obvious as the previous ones, except the actors in the room would
select an intentionally incorrect answer. For example, they would
respond “A” to the comparison shown in Figure 10. Everyone would
agree that the lines were the same even though they were clearly
different.
The subject, who was unaware of the ruse, would immediately
become bewildered. Their eyes would open wide. They would laugh
nervously to themselves. They would double-check the reactions of
other participants. Their agitation would grow as one person after
another delivered the same incorrect response. Soon, the subject
began to doubt their own eyes. Eventually, they delivered the
answer they knew in their heart to be incorrect.
Asch ran this experiment many times and in many different
ways. What he discovered was that as the number of actors
increased, so did the conformity of the subject. If it was just the
subject and one actor, then there was no effect on the person’s
choice. They just assumed they were in the room with a dummy.
When two actors were in the room with the subject, there was still
little impact. But as the number of people increased to three actors
and four and all the way to eight, the subject became more likely to
second-guess themselves. By the end of the experiment, nearly 75
percent of the subjects had agreed with the group answer even
though it was obviously incorrect.
Whenever we are unsure how to act, we look to the group to
guide our behavior. We are constantly scanning our environment
and wondering, “What is everyone else doing?” We check reviews on
Amazon or Yelp or TripAdvisor because we want to imitate the
“best” buying, eating, and travel habits. It’s usually a smart strategy.
There is evidence in numbers.
But there can be a downside.
The normal behavior of the tribe often overpowers the desired
behavior of the individual. For example, one study found that when
a chimpanzee learns an effective way to crack nuts open as a
member of one group and then switches to a new group that uses a
less effective strategy, it will avoid using the superior nut cracking
method just to blend in with the rest of the chimps.
Humans are similar. There is tremendous internal pressure to
comply with the norms of the group. The reward of being accepted
is often greater than the reward of winning an argument, looking
smart, or finding truth. Most days, we’d rather be wrong with the
crowd than be right by ourselves.
The human mind knows how to get along with others. It wants to
get along with others. This is our natural mode. You can override it
—you can choose to ignore the group or to stop caring what other
people think—but it takes work. Running against the grain of your
culture requires extra effort.
When changing your habits means challenging the tribe, change
is unattractive. When changing your habits means fitting in with the
tribe, change is very attractive.
3. Imitating the Powerful
Humans everywhere pursue power, prestige, and status. We want
pins and medallions on our jackets. We want President or Partner in
our titles. We want to be acknowledged, recognized, and praised.
This tendency can seem vain, but overall, it’s a smart move.
Historically, a person with greater power and status has access to
more resources, worries less about survival, and proves to be a more
attractive mate.
We are drawn to behaviors that earn us respect, approval,
admiration, and status. We want to be the one in the gym who can
do muscle-ups or the musician who can play the hardest chord
progressions or the parent with the most accomplished children
because these things separate us from the crowd. Once we fit in, we
start looking for ways to stand out.
This is one reason we care so much about the habits of highly
effective people. We try to copy the behavior of successful people
because we desire success ourselves. Many of our daily habits are
imitations of people we admire. You replicate the marketing
strategies of the most successful firms in your industry. You make a
recipe from your favorite baker. You borrow the storytelling
strategies of your favorite writer. You mimic the communication
style of your boss. We imitate people we envy.
High-status people enjoy the approval, respect, and praise of
others. And that means if a behavior can get us approval, respect,
and praise, we find it attractive.
We are also motivated to avoid behaviors that would lower our
status. We trim our hedges and mow our lawn because we don’t
want to be the slob of the neighborhood. When our mother comes to
visit, we clean up the house because we don’t want to be judged. We
are continually wondering “What will others think of me?” and
altering our behavior based on the answer.
The Polgar sisters—the chess prodigies mentioned at the
beginning of this chapter—are evidence of the powerful and lasting
impact social influences can have on our behavior. The sisters
practiced chess for many hours each day and continued this
remarkable effort for decades. But these habits and behaviors
maintained their attractiveness, in part, because they were valued
by their culture. From the praise of their parents to the achievement
of different status markers like becoming a grandmaster, they had
many reasons to continue their effort.

Chapter Summary
The culture we live in determines which behaviors are attractive
to us.
We tend to adopt habits that are praised and approved of by our
culture because we have a strong desire to fit in and belong to
the tribe.
We tend to imitate the habits of three social groups: the close
(family and friends), the many (the tribe), and the powerful
(those with status and prestige).
One of the most effective things you can do to build better
habits is to join a culture where (1) your desired behavior is the
normal behavior and (2) you already have something in
common with the group.
The normal behavior of the tribe often overpowers the desired
behavior of the individual. Most days, we’d rather be wrong
with the crowd than be right by ourselves.
If a behavior can get us approval, respect, and praise, we find it
attractive.
 10

How to Find and Fix the Causes of Your

Bad Habits

I N LATE 2012,
I was sitting in an old apartment just a few blocks from
Istanbul’s most famous street, Istiklal Caddesi. I was in the middle
of a four-day trip to Turkey and my guide, Mike, was relaxing in a
worn-out armchair a few feet away.
Mike wasn’t really a guide. He was just a guy from Maine who
had been living in Turkey for five years, but he offered to show me
around while I was visiting the country and I took him up on it. On
this particular night, I had been invited to dinner with him and a
handful of his Turkish friends.
There were seven of us, and I was the only one who hadn’t, at
some point, smoked at least one pack of cigarettes per day. I asked
one of the Turks how he got started. “Friends,” he said. “It always
starts with your friends. One friend smokes, then you try it.”
What was truly fascinating was that half of the people in the
room had managed to quit smoking. Mike had been smoke-free for
a few years at that point, and he swore up and down that he broke
the habit because of a book called Allen Carr’s Easy Way to Stop
Smoking.
“It frees you from the mental burden of smoking,” he said. “It
tells you: ‘Stop lying to yourself. You know you don’t actually want
to smoke. You know you don’t really enjoy this.’ It helps you feel like
you’re not the victim anymore. You start to realize that you don’t
need to smoke.”
I had never tried a cigarette, but I took a look at the book
afterward out of curiosity. The author employs an interesting
strategy to help smokers eliminate their cravings. He systematically
reframes each cue associated with smoking and gives it a new
meaning.
He says things like:

You think you are quitting something, but you’re not quitting
anything because cigarettes do nothing for you.
You think smoking is something you need to do to be social, but
it’s not. You can be social without smoking at all.
You think smoking is about relieving stress, but it’s not.
Smoking does not relieve your nerves, it destroys them.

Over and over, he repeats these phrases and others like them.
“Get it clearly into your mind,” he says. “You are losing nothing and
you are making marvelous positive gains not only in health, energy
and money but also in confidence, self-respect, freedom and, most
important of all, in the length and quality of your future life.”
By the time you get to the end of the book, smoking seems like
the most ridiculous thing in the world to do. And if you no longer
expect smoking to bring you any benefits, you have no reason to
smoke. It is an inversion of the 2nd Law of Behavior Change: make
it unattractive.
Now, I know this idea might sound overly simplistic. Just change
your mind and you can quit smoking. But stick with me for a
minute.

WHERE CRAVINGS COME FROM

Every behavior has a surface level craving and a deeper, underlying
motive. I often have a craving that goes something like this: “I want
to eat tacos.” If you were to ask me why I want to eat tacos, I
wouldn’t say, “Because I need food to survive.” But the truth is,
somewhere deep down, I am motivated to eat tacos because I have
to eat to survive. The underlying motive is to obtain food and water
even if my specific craving is for a taco.
Some of our underlying motives include:*

Conserve energy
 Obtain food and water
Find love and reproduce
Connect and bond with others
Win social acceptance and approval
Reduce uncertainty
Achieve status and prestige

A craving is just a specific manifestation of a deeper underlying

motive. Your brain did not evolve with a desire to smoke cigarettes
or to check Instagram or to play video games. At a deep level, you
simply want to reduce uncertainty and relieve anxiety, to win social
acceptance and approval, or to achieve status.
Look at nearly any product that is habit-forming and you’ll see
that it does not create a new motivation, but rather latches onto the
underlying motives of human nature.

Find love and reproduce = using Tinder

Connect and bond with others = browsing Facebook
Win social acceptance and approval = posting on Instagram
Reduce uncertainty = searching on Google
Achieve status and prestige = playing video games

Your habits are modern-day solutions to ancient desires. New

versions of old vices. The underlying motives behind human
behavior remain the same. The specific habits we perform differ
based on the period of history.
Here’s the powerful part: there are many different ways to
address the same underlying motive. One person might learn to
reduce stress by smoking a cigarette. Another person learns to ease
their anxiety by going for a run. Your current habits are not
necessarily the best way to solve the problems you face; they are just
the methods you learned to use. Once you associate a solution with
the problem you need to solve, you keep coming back to it.
Habits are all about associations. These associations determine
whether we predict a habit to be worth repeating or not. As we
covered in our discussion of the 1st Law, your brain is continually
absorbing information and noticing cues in the environment. Every
time you perceive a cue, your brain runs a simulation and makes a
prediction about what to do in the next moment.
Cue: You notice that the stove is hot.
Prediction: If I touch it I’ll get burned, so I should avoid touching it.

Cue: You see that the traffic light turned green.

Prediction: If I step on the gas, I’ll make it safely through the
intersection and get closer to my destination, so I should step on
the gas.

You see a cue, categorize it based on past experience, and determine

the appropriate response.
This all happens in an instant, but it plays a crucial role in your
habits because every action is preceded by a prediction. Life feels
reactive, but it is actually predictive. All day long, you are making
your best guess of how to act given what you’ve just seen and what
has worked for you in the past. You are endlessly predicting what
will happen in the next moment.
Our behavior is heavily dependent on these predictions. Put
another way, our behavior is heavily dependent on how we interpret
the events that happen to us, not necessarily the objective reality of
the events themselves. Two people can look at the same cigarette,
and one feels the urge to smoke while the other is repulsed by the
smell. The same cue can spark a good habit or a bad habit
depending on your prediction. The cause of your habits is actually
the prediction that precedes them.
These predictions lead to feelings, which is how we typically
describe a craving—a feeling, a desire, an urge. Feelings and
emotions transform the cues we perceive and the predictions we
make into a signal that we can apply. They help explain what we are
currently sensing. For instance, whether or not you realize it, you
are noticing how warm or cold you feel right now. If the
temperature drops by one degree, you probably won’t do anything.
If the temperature drops ten degrees, however, you’ll feel cold and
put on another layer of clothing. Feeling cold was the signal that
prompted you to act. You have been sensing the cues the entire
time, but it is only when you predict that you would be better off in a
different state that you take action.
A craving is the sense that something is missing. It is the desire
to change your internal state. When the temperature falls, there is a
gap between what your body is currently sensing and what it wants
to be sensing. This gap between your current state and your desired
state provides a reason to act.
Desire is the difference between where you are now and where
you want to be in the future. Even the tiniest action is tinged with
the motivation to feel differently than you do in the moment. When
you binge-eat or light up or browse social media, what you really
want is not a potato chip or a cigarette or a bunch of likes. What you
really want is to feel different.
Our feelings and emotions tell us whether to hold steady in our
current state or to make a change. They help us decide the best
course of action. Neurologists have discovered that when emotions
and feelings are impaired, we actually lose the ability to make
decisions. We have no signal of what to pursue and what to avoid.
As the neuroscientist Antonio Damasio explains, “It is emotion that
allows you to mark things as good, bad, or indifferent.”
To summarize, the specific cravings you feel and habits you
perform are really an attempt to address your fundamental
underlying motives. Whenever a habit successfully addresses a
motive, you develop a craving to do it again. In time, you learn to
predict that checking social media will help you feel loved or that
watching YouTube will allow you to forget your fears. Habits are
attractive when we associate them with positive feelings, and we can
use this insight to our advantage rather than to our detriment.

HOW TO REPROGRAM YOUR BRAIN TO ENJOY HARD HABITS

You can make hard habits more attractive if you can learn to
associate them with a positive experience. Sometimes, all you need
is a slight mind-set shift. For instance, we often talk about
everything we have to do in a given day. You have to wake up early
for work. You have to make another sales call for your business. You
have to cook dinner for your family.
Now, imagine changing just one word: You don’t “have” to. You
“get” to.
You get to wake up early for work. You get to make another sales
call for your business. You get to cook dinner for your family. By
simply changing one word, you shift the way you view each event.
You transition from seeing these behaviors as burdens and turn
them into opportunities.
 The key point is that both versions of reality are true. You have to
do those things, and you also get to do them. We can find evidence
for whatever mind-set we choose.
I once heard a story about a man who uses a wheelchair. When
asked if it was difficult being confined, he responded, “I’m not
confined to my wheelchair—I am liberated by it. If it wasn’t for my
wheelchair, I would be bed-bound and never able to leave my
house.” This shift in perspective completely transformed how he
lived each day.
Reframing your habits to highlight their benefits rather than
their drawbacks is a fast and lightweight way to reprogram your
mind and make a habit seem more attractive.
Exercise. Many people associate exercise with being a
challenging task that drains energy and wears you down. You can
just as easily view it as a way to develop skills and build you up.
Instead of telling yourself “I need to go run in the morning,” say “It’s
time to build endurance and get fast.”
Finance. Saving money is often associated with sacrifice.
However, you can associate it with freedom rather than limitation if
you realize one simple truth: living below your current means
increases your future means. The money you save this month
increases your purchasing power next month.
Meditation. Anyone who has tried meditation for more than
three seconds knows how frustrating it can be when the next
distraction inevitably pops into your mind. You can transform
frustration into delight when you realize that each interruption
gives you a chance to practice returning to your breath. Distraction
is a good thing because you need distractions to practice meditation.
Pregame jitters. Many people feel anxious before delivering a
big presentation or competing in an important event. They
experience quicker breathing, a faster heart rate, heightened
arousal. If we interpret these feelings negatively, then we feel
threatened and tense up. If we interpret these feelings positively,
then we can respond with fluidity and grace. You can reframe “I am
nervous” to “I am excited and I’m getting an adrenaline rush to help
me concentrate.”
These little mind-set shifts aren’t magic, but they can help change
the feelings you associate with a particular habit or situation.
If you want to take it a step further, you can create a motivation
ritual. You simply practice associating your habits with something
you enjoy, then you can use that cue whenever you need a bit of
motivation. For instance, if you always play the same song before
having sex, then you’ll begin to link the music with the act.
Whenever you want to get in the mood, just press play.
Ed Latimore, a boxer and writer from Pittsburgh, benefited from
a similar strategy without knowing it. “Odd realization,” he wrote.
“My focus and concentration goes up just by putting my
headphones [on] while writing. I don’t even have to play any
music.” Without realizing it, he was conditioning himself. In the
beginning, he put his headphones on, played some music he
enjoyed, and did focused work. After doing it five, ten, twenty times,
putting his headphones on became a cue that he automatically
associated with increased focus. The craving followed naturally.
Athletes use similar strategies to get themselves in the mind-set
to perform. During my baseball career, I developed a specific ritual
of stretching and throwing before each game. The whole sequence
took about ten minutes, and I did it the same way every single time.
While it physically warmed me up to play, more importantly, it put
me in the right mental state. I began to associate my pregame ritual
with feeling competitive and focused. Even if I wasn’t motivated
beforehand, by the time I was done with my ritual, I was in “game
mode.”
You can adapt this strategy for nearly any purpose. Say you want
to feel happier in general. Find something that makes you truly
happy—like petting your dog or taking a bubble bath—and then
create a short routine that you perform every time before you do the
thing you love. Maybe you take three deep breaths and smile.
Three deep breaths. Smile. Pet the dog. Repeat.
Eventually, you’ll begin to associate this breathe-and-smile
routine with being in a good mood. It becomes a cue that means
feeling happy. Once established, you can break it out anytime you
need to change your emotional state. Stressed at work? Take three
deep breaths and smile. Sad about life? Three deep breaths and
smile. Once a habit has been built, the cue can prompt a craving,
even if it has little to do with the original situation.
The key to finding and fixing the causes of your bad habits is to
reframe the associations you have about them. It’s not easy, but if
you can reprogram your predictions, you can transform a hard habit
into an attractive one.
 Chapter Summary
The inversion of the 2nd Law of Behavior Change is make it
unattractive.
Every behavior has a surface level craving and a deeper
underlying motive.
Your habits are modern-day solutions to ancient desires.
The cause of your habits is actually the prediction that precedes
them. The prediction leads to a feeling.
Highlight the benefits of avoiding a bad habit to make it seem
unattractive.
Habits are attractive when we associate them with positive
feelings and unattractive when we associate them with negative
feelings. Create a motivation ritual by doing something you
enjoy immediately before a difficult habit.

HOW TO CREATE A GOOD HABIT

The 1st Law: Make It Obvious

1.1: Fill out the Habits Scorecard. Write down your current habits to become
aware of them.
1.2: Use implementation intentions: “I will [BEHAVIOR] at [TIME] in
[LOCATION].”
1.3: Use habit stacking: “After [CURRENT HABIT], I will [NEW HABIT].”
1.4: Design your environment. Make the cues of good habits obvious and
visible.

The 2nd Law: Make It Attractive

2.1: Use temptation bundling. Pair an action you want to do with an action you
need to do.
2.2: Join a culture where your desired behavior is the normal behavior.
2.3: Create a motivation ritual. Do something you enjoy immediately before a
difficult habit.

The 3rd Law: Make It Easy

The 4th Law: Make It Satisfying

HOW TO BREAK A BAD HABIT

 Inversion of the 1st Law: Make It Invisible
1.5: Reduce exposure. Remove the cues of your bad habits from your
environment.
Inversion of the 2nd Law: Make It Unattractive
2.4: Reframe your mind-set. Highlight the benefits of avoiding your bad habits.

Inversion of the 3rd Law: Make It Difficult

Inversion of the 4th Law: Make It Unsatisfying

You can download a printable version of this habits cheat sheet at:
atomichabits.com/cheatsheet
THE 3RD LAW

Make It Easy
 11

Walk Slowly, but Never Backward

O N THE FIRST day of class, Jerry Uelsmann, a professor at the

University of Florida, divided his film photography students
into two groups.
Everyone on the left side of the classroom, he explained, would
be in the “quantity” group. They would be graded solely on the
amount of work they produced. On the final day of class, he would
tally the number of photos submitted by each student. One hundred
photos would rate an A, ninety photos a B, eighty photos a C, and so
on.
Meanwhile, everyone on the right side of the room would be in
the “quality” group. They would be graded only on the excellence of
their work. They would only need to produce one photo during the
semester, but to get an A, it had to be a nearly perfect image.
At the end of the term, he was surprised to find that all the best
photos were produced by the quantity group. During the semester,
these students were busy taking photos, experimenting with
composition and lighting, testing out various methods in the
darkroom, and learning from their mistakes. In the process of
creating hundreds of photos, they honed their skills. Meanwhile, the
quality group sat around speculating about perfection. In the end,
they had little to show for their efforts other than unverified
theories and one mediocre photo.*
It is easy to get bogged down trying to find the optimal plan for
change: the fastest way to lose weight, the best program to build
muscle, the perfect idea for a side hustle. We are so focused on
figuring out the best approach that we never get around to taking
action. As Voltaire once wrote, “The best is the enemy of the good.”
I refer to this as the difference between being in motion and
taking action. The two ideas sound similar, but they’re not the same.
When you’re in motion, you’re planning and strategizing and
learning. Those are all good things, but they don’t produce a result.
Action, on the other hand, is the type of behavior that will deliver
an outcome. If I outline twenty ideas for articles I want to write,
that’s motion. If I actually sit down and write an article, that’s
action. If I search for a better diet plan and read a few books on the
topic, that’s motion. If I actually eat a healthy meal, that’s action.
Sometimes motion is useful, but it will never produce an outcome
by itself. It doesn’t matter how many times you go talk to the
personal trainer, that motion will never get you in shape. Only the
action of working out will get the result you’re looking to achieve.
If motion doesn’t lead to results, why do we do it? Sometimes we
do it because we actually need to plan or learn more. But more often
than not, we do it because motion allows us to feel like we’re making
progress without running the risk of failure. Most of us are experts
at avoiding criticism. It doesn’t feel good to fail or to be judged
publicly, so we tend to avoid situations where that might happen.
And that’s the biggest reason why you slip into motion rather than
taking action: you want to delay failure.
It’s easy to be in motion and convince yourself that you’re still
making progress. You think, “I’ve got conversations going with four
potential clients right now. This is good. We’re moving in the right
direction.” Or, “I brainstormed some ideas for that book I want to
write. This is coming together.”
Motion makes you feel like you’re getting things done. But really,
you’re just preparing to get something done. When preparation
becomes a form of procrastination, you need to change something.
You don’t want to merely be planning. You want to be practicing.
If you want to master a habit, the key is to start with repetition,
not perfection. You don’t need to map out every feature of a new
habit. You just need to practice it. This is the first takeaway of the
3rd Law: you just need to get your reps in.

HOW LONG DOES IT ACTUALLY TAKE TO FORM A NEW

HABIT?
Habit formation is the process by which a behavior becomes
progressively more automatic through repetition. The more you
repeat an activity, the more the structure of your brain changes to
become efficient at that activity. Neuroscientists call this long-term
potentiation, which refers to the strengthening of connections
between neurons in the brain based on recent patterns of activity.
With each repetition, cell-to-cell signaling improves and the neural
connections tighten. First described by neuropsychologist Donald
Hebb in 1949, this phenomenon is commonly known as Hebb’s
Law: “Neurons that fire together wire together.”
Repeating a habit leads to clear physical changes in the brain. In
musicians, the cerebellum—critical for physical movements like
plucking a guitar string or pulling a violin bow—is larger than it is in
nonmusicians. Mathematicians, meanwhile, have increased gray
matter in the inferior parietal lobule, which plays a key role in
computation and calculation. Its size is directly correlated with the
amount of time spent in the field; the older and more experienced
the mathematician, the greater the increase in gray matter.
When scientists analyzed the brains of taxi drivers in London,
they found that the hippocampus—a region of the brain involved in
spatial memory—was significantly larger in their subjects than in
non–taxi drivers. Even more fascinating, the hippocampus
decreased in size when a driver retired. Like the muscles of the body
responding to regular weight training, particular regions of the
brain adapt as they are used and atrophy as they are abandoned.
Of course, the importance of repetition in establishing habits was
recognized long before neuroscientists began poking around. In
1860, the English philosopher George H. Lewes noted, “In learning
to speak a new language, to play on a musical instrument, or to
perform unaccustomed movements, great difficulty is felt, because
the channels through which each sensation has to pass have not
become established; but no sooner has frequent repetition cut a
pathway, than this difficulty vanishes; the actions become so
automatic that they can be performed while the mind is otherwise
engaged.” Both common sense and scientific evidence agree:
repetition is a form of change.
Each time you repeat an action, you are activating a particular
neural circuit associated with that habit. This means that simply
putting in your reps is one of the most critical steps you can take to
encoding a new habit. It is why the students who took tons of photos
improved their skills while those who merely theorized about
perfect photos did not. One group engaged in active practice, the
other in passive learning. One in action, the other in motion.
All habits follow a similar trajectory from effortful practice to
automatic behavior, a process known as automaticity. Automaticity
is the ability to perform a behavior without thinking about each
step, which occurs when the nonconscious mind takes over.
It looks something like this:

THE HABIT LINE

FIGURE 11: In the beginning (point A), a habit requires a

good deal of effort and concentration to perform. After a few
repetitions (point B), it gets easier, but still requires some
conscious attention. With enough practice (point C), the habit
becomes more automatic than conscious. Beyond this
threshold—the habit line—the behavior can be done more or
less without thinking. A new habit has been formed.

On the following page, you’ll see what it looks like when

researchers track the level of automaticity for an actual habit like
walking for ten minutes each day. The shape of these charts, which
scientists call learning curves, reveals an important truth about
behavior change: habits form based on frequency, not time.

WALKING 10 MINUTES PER DAY

FIGURE 12: This graph shows someone who built the habit of
walking for ten minutes after breakfast each day. Notice that
as the repetitions increase, so does automaticity, until the
behavior is as easy and automatic as it can be.

One of the most common questions I hear is, “How long does it
take to build a new habit?” But what people really should be asking
is, “How many does it take to form a new habit?” That is, how many
repetitions are required to make a habit automatic?
There is nothing magical about time passing with regard to habit
formation. It doesn’t matter if it’s been twenty-one days or thirty
days or three hundred days. What matters is the rate at which you
perform the behavior. You could do something twice in thirty days,
or two hundred times. It’s the frequency that makes the difference.
Your current habits have been internalized over the course of
hundreds, if not thousands, of repetitions. New habits require the
same level of frequency. You need to string together enough
successful attempts until the behavior is firmly embedded in your
mind and you cross the Habit Line.
In practice, it doesn’t really matter how long it takes for a habit to
become automatic. What matters is that you take the actions you
need to take to make progress. Whether an action is fully automatic
is of less importance.
To build a habit, you need to practice it. And the most effective
way to make practice happen is to adhere to the 3rd Law of Behavior
Change: make it easy. The chapters that follow will show you how to
do exactly that.

Chapter Summary
The 3rd Law of Behavior Change is make it easy.
The most effective form of learning is practice, not planning.
Focus on taking action, not being in motion.
Habit formation is the process by which a behavior becomes
progressively more automatic through repetition.
The amount of time you have been performing a habit is not as
important as the number of times you have performed it.
 12

The Law of Least Effort

I N HIS AWARD-WINNING BOOK,Guns, Germs, and Steel, anthropologist

and biologist Jared Diamond points out a simple fact: different
continents have different shapes. At first glance, this statement
seems rather obvious and unimportant, but it turns out to have a
profound impact on human behavior.
The primary axis of the Americas runs from north to south. That
is, the landmass of North and South America tends to be tall and
thin rather than wide and fat. The same is generally true for Africa.
Meanwhile, the landmass that makes up Europe, Asia, and the
Middle East is the opposite. This massive stretch of land tends to be
more east-west in shape. According to Diamond, this difference in
shape played a significant role in the spread of agriculture over the
centuries.
When agriculture began to spread around the globe, farmers had
an easier time expanding along east-west routes than along north-
south ones. This is because locations along the same latitude
generally share similar climates, amounts of sunlight and rainfall,
and changes in season. These factors allowed farmers in Europe and
Asia to domesticate a few crops and grow them along the entire
stretch of land from France to China.

THE SHAPE OF HUMAN BEHAVIOR

 FIGURE 13: The primary axis of Europe and Asia is east-
west. The primary axis of the Americas and Africa is north-
south. This leads to a wider range of climates up-and-down
the Americas than across Europe and Asia. As a result,
agriculture spread nearly twice as fast across Europe and
Asia than it did elsewhere. The behavior of farmers—even
across hundreds or thousands of years—was constrained by
the amount of friction in the environment.

By comparison, the climate varies greatly when traveling from

north to south. Just imagine how different the weather is in Florida
compared to Canada. You can be the most talented farmer in the
world, but it won’t help you grow Florida oranges in the Canadian
winter. Snow is a poor substitute for soil. In order to spread crops
along north-south routes, farmers would need to find and
domesticate new plants whenever the climate changed.
As a result, agriculture spread two to three times faster across
Asia and Europe than it did up and down the Americas. Over the
span of centuries, this small difference had a very big impact.
Increased food production allowed for more rapid population
growth. With more people, these cultures were able to build
stronger armies and were better equipped to develop new
technologies. The changes started out small—a crop that spread
slightly farther, a population that grew slightly faster—but
compounded into substantial differences over time.
The spread of agriculture provides an example of the 3rd Law of
Behavior Change on a global scale. Conventional wisdom holds that
motivation is the key to habit change. Maybe if you really wanted it,
you’d actually do it. But the truth is, our real motivation is to be lazy
and to do what is convenient. And despite what the latest
productivity best seller will tell you, this is a smart strategy, not a
dumb one.
Energy is precious, and the brain is wired to conserve it
whenever possible. It is human nature to follow the Law of Least
Effort, which states that when deciding between two similar
options, people will naturally gravitate toward the option that
requires the least amount of work.* For example, expanding your
farm to the east where you can grow the same crops rather than
heading north where the climate is different. Out of all the possible
actions we could take, the one that is realized is the one that delivers
the most value for the least effort. We are motivated to do what is
easy.
Every action requires a certain amount of energy. The more
energy required, the less likely it is to occur. If your goal is to do a
hundred push-ups per day, that’s a lot of energy! In the beginning,
when you’re motivated and excited, you can muster the strength to
get started. But after a few days, such a massive effort feels
exhausting. Meanwhile, sticking to the habit of doing one push-up
per day requires almost no energy to get started. And the less energy
a habit requires, the more likely it is to occur.
Look at any behavior that fills up much of your life and you’ll see
that it can be performed with very low levels of motivation. Habits
like scrolling on our phones, checking email, and watching
television steal so much of our time because they can be performed
almost without effort. They are remarkably convenient.
In a sense, every habit is just an obstacle to getting what you
really want. Dieting is an obstacle to getting fit. Meditation is an
obstacle to feeling calm. Journaling is an obstacle to thinking
clearly. You don’t actually want the habit itself. What you really
want is the outcome the habit delivers. The greater the obstacle—
that is, the more difficult the habit—the more friction there is
between you and your desired end state. This is why it is crucial to
make your habits so easy that you’ll do them even when you don’t
feel like it. If you can make your good habits more convenient, you’ll
be more likely to follow through on them.
But what about all the moments when we seem to do the
opposite? If we’re all so lazy, then how do you explain people
accomplishing hard things like raising a child or starting a business
or climbing Mount Everest?
Certainly, you are capable of doing very hard things. The problem
is that some days you feel like doing the hard work and some days
you feel like giving in. On the tough days, it’s crucial to have as
many things working in your favor as possible so that you can
overcome the challenges life naturally throws your way. The less
friction you face, the easier it is for your stronger self to emerge. The
idea behind make it easy is not to only do easy things. The idea is to
make it as easy as possible in the moment to do things that payoff in
the long run.

HOW TO ACHIEVE MORE WITH LESS EFFORT

Imagine you are holding a garden hose that is bent in the middle.
Some water can flow through, but not very much. If you want to
increase the rate at which water passes through the hose, you have
two options. The first option is to crank up the valve and force more
water out. The second option is to simply remove the bend in the
hose and let water flow through naturally.
Trying to pump up your motivation to stick with a hard habit is
like trying to force water through a bent hose. You can do it, but it
requires a lot of effort and increases the tension in your life.
Meanwhile, making your habits simple and easy is like removing the
bend in the hose. Rather than trying to overcome the friction in
your life, you reduce it.
One of the most effective ways to reduce the friction associated
with your habits is to practice environment design. In Chapter 6, we
discussed environment design as a method for making cues more
obvious, but you can also optimize your environment to make
actions easier. For example, when deciding where to practice a new
habit, it is best to choose a place that is already along the path of
your daily routine. Habits are easier to build when they fit into the
flow of your life. You are more likely to go to the gym if it is on your
way to work because stopping doesn’t add much friction to your
lifestyle. By comparison, if the gym is off the path of your normal
commute—even by just a few blocks—now you’re going “out of your
way” to get there.
Perhaps even more effective is reducing the friction within your
home or office. Too often, we try to start habits in high-friction
environments. We try to follow a strict diet while we are out to
dinner with friends. We try to write a book in a chaotic household.
We try to concentrate while using a smartphone filled with
distractions. It doesn’t have to be this way. We can remove the
points of friction that hold us back. This is precisely what
electronics manufacturers in Japan began to do in the 1970s.
In an article published in the New Yorker titled “Better All the
Time,” James Suroweicki writes:
“Japanese firms emphasized what came to be known as ‘lean
production,’ relentlessly looking to remove waste of all kinds from
the production process, down to redesigning workspaces, so
workers didn’t have to waste time twisting and turning to reach
their tools. The result was that Japanese factories were more
efficient and Japanese products were more reliable than American
ones. In 1974, service calls for American-made color televisions
were five times as common as for Japanese televisions. By 1979, it
took American workers three times as long to assemble their sets.”
I like to refer to this strategy as addition by subtraction.* The
Japanese companies looked for every point of friction in the
manufacturing process and eliminated it. As they subtracted wasted
effort, they added customers and revenue. Similarly, when we
remove the points of friction that sap our time and energy, we can
achieve more with less effort. (This is one reason tidying up can feel
so good: we are simultaneously moving forward and lightening the
cognitive load our environment places on us.)
If you look at the most habit-forming products, you’ll notice that
one of the things these goods and services do best is remove little
bits of friction from your life. Meal delivery services reduce the
friction of shopping for groceries. Dating apps reduce the friction of
making social introductions. Ride-sharing services reduce the
friction of getting across town. Text messaging reduces the friction
of sending a letter in the mail.
 Like a Japanese television manufacturer redesigning their
workspace to reduce wasted motion, successful companies design
their products to automate, eliminate, or simplify as many steps as
possible. They reduce the number of fields on each form. They pare
down the number of clicks required to create an account. They
deliver their products with easy-to-understand directions or ask
their customers to make fewer choices.
When the first voice-activated speakers were released—products
like Google Home, Amazon Echo, and Apple HomePod—I asked a
friend what he liked about the product he had purchased. He said it
was just easier to say “Play some country music” than to pull out his
phone, open the music app, and pick a playlist. Of course, just a few
years earlier, having unlimited access to music in your pocket was a
remarkably frictionless behavior compared to driving to the store
and buying a CD. Business is a never-ending quest to deliver the
same result in an easier fashion.
Similar strategies have been used effectively by governments.
When the British government wanted to increase tax collection
rates, they switched from sending citizens to a web page where the
tax form could be downloaded to linking directly to the form.
Reducing that one step in the process increased the response rate
from 19.2 percent to 23.4 percent. For a country like the United
Kingdom, those percentage points represent millions in tax revenue.
The central idea is to create an environment where doing the
right thing is as easy as possible. Much of the battle of building
better habits comes down to finding ways to reduce the friction
associated with our good habits and increase the friction associated
with our bad ones.

PRIME THE ENVIRONMENT FOR FUTURE USE

Oswald Nuckols is an IT developer from Natchez, Mississippi. He is
also someone who understands the power of priming his
environment.
Nuckols dialed in his cleaning habits by following a strategy he
refers to as “resetting the room.” For instance, when he finishes
watching television, he places the remote back on the TV stand,
arranges the pillows on the couch, and folds the blanket. When he
leaves his car, he throws any trash away. Whenever he takes a
shower, he wipes down the toilet while the shower is warming up.
(As he notes, the “perfect time to clean the toilet is right before you
wash yourself in the shower anyway.”) The purpose of resetting each
room is not simply to clean up after the last action, but to prepare
for the next action.
“When I walk into a room everything is in its right place,”
Nuckols wrote. “Because I do this every day in every room, stuff
always stays in good shape. . . . People think I work hard but I’m
actually really lazy. I’m just proactively lazy. It gives you so much
time back.”
Whenever you organize a space for its intended purpose, you are
priming it to make the next action easy. For instance, my wife keeps
a box of greeting cards that are presorted by occasion—birthday,
sympathy, wedding, graduation, and more. Whenever necessary,
she grabs an appropriate card and sends it off. She is incredibly
good at remembering to send cards because she has reduced the
friction of doing so. For years, I was the opposite. Someone would
have a baby and I would think, “I should send a card.” But then
weeks would pass and by the time I remembered to pick one up at
the store, it was too late. The habit wasn’t easy.
There are many ways to prime your environment so it’s ready for
immediate use. If you want to cook a healthy breakfast, place the
skillet on the stove, set the cooking spray on the counter, and lay out
any plates and utensils you’ll need the night before. When you wake
up, making breakfast will be easy.

Want to draw more? Put your pencils, pens, notebooks, and

drawing tools on top of your desk, within easy reach.
Want to exercise? Set out your workout clothes, shoes, gym bag,
and water bottle ahead of time.
Want to improve your diet? Chop up a ton of fruits and
vegetables on weekends and pack them in containers, so you
have easy access to healthy, ready-to-eat options during the
week.

These are simple ways to make the good habit the path of least
resistance.
You can also invert this principle and prime the environment to
make bad behaviors difficult. If you find yourself watching too much
television, for example, then unplug it after each use. Only plug it
back in if you can say out loud the name of the show you want to
watch. This setup creates just enough friction to prevent mindless
viewing.
If that doesn’t do it, you can take it a step further. Unplug the
television and take the batteries out of the remote after each use, so
it takes an extra ten seconds to turn it back on. And if you’re really
hard-core, move the television out of the living room and into a
closet after each use. You can be sure you’ll only take it out when
you really want to watch something. The greater the friction, the
less likely the habit.
Whenever possible, I leave my phone in a different room until
lunch. When it’s right next to me, I’ll check it all morning for no
reason at all. But when it is in another room, I rarely think about it.
And the friction is high enough that I won’t go get it without a
reason. As a result, I get three to four hours each morning when I
can work without interruption.
If sticking your phone in another room doesn’t seem like enough,
tell a friend or family member to hide it from you for a few hours.
Ask a coworker to keep it at their desk in the morning and give it
back to you at lunch.
It is remarkable how little friction is required to prevent
unwanted behavior. When I hide beer in the back of the fridge
where I can’t see it, I drink less. When I delete social media apps
from my phone, it can be weeks before I download them again and
log in. These tricks are unlikely to curb a true addiction, but for
many of us, a little bit of friction can be the difference between
sticking with a good habit or sliding into a bad one. Imagine the
cumulative impact of making dozens of these changes and living in
an environment designed to make the good behaviors easier and the
bad behaviors harder.
Whether we are approaching behavior change as an individual, a
parent, a coach, or a leader, we should ask ourselves the same
question: “How can we design a world where it’s easy to do what’s
right?” Redesign your life so the actions that matter most are also
the actions that are easiest to do.

Chapter Summary
Human behavior follows the Law of Least Effort. We will
naturally gravitate toward the option that requires the least
amount of work.
Create an environment where doing the right thing is as easy as
possible.
Reduce the friction associated with good behaviors. When
friction is low, habits are easy.
Increase the friction associated with bad behaviors. When
friction is high, habits are difficult.
Prime your environment to make future actions easier.
 13

How to Stop Procrastinating by Using the

Two-Minute Rule

T WYLA THARP IS widely regarded as one of the greatest dancers

and choreographers of the modern era. In 1992, she was
awarded a MacArthur Fellowship, often referred to as the Genius
Grant, and she has spent the bulk of her career touring the globe to
perform her original works. She also credits much of her success to
simple daily habits.
“I begin each day of my life with a ritual,” she writes. “I wake up
at 5:30 A.M., put on my workout clothes, my leg warmers, my sweat
shirt, and my hat. I walk outside my Manhattan home, hail a taxi,
and tell the driver to take me to the Pumping Iron gym at 91st Street
and First Avenue, where I work out for two hours.
“The ritual is not the stretching and weight training I put my
body through each morning at the gym; the ritual is the cab. The
moment I tell the driver where to go I have completed the ritual.
“It’s a simple act, but doing it the same way each morning
habitualizes it—makes it repeatable, easy to do. It reduces the
chance that I would skip it or do it differently. It is one more item in
my arsenal of routines, and one less thing to think about.”
Hailing a cab each morning may be a tiny action, but it is a
splendid example of the 3rd Law of Behavior Change.
Researchers estimate that 40 to 50 percent of our actions on any
given day are done out of habit. This is already a substantial
percentage, but the true influence of your habits is even greater than
these numbers suggest. Habits are automatic choices that influence
the conscious decisions that follow. Yes, a habit can be completed in
just a few seconds, but it can also shape the actions that you take for
minutes or hours afterward.
Habits are like the entrance ramp to a highway. They lead you
down a path and, before you know it, you’re speeding toward the
next behavior. It seems to be easier to continue what you are already
doing than to start doing something different. You sit through a bad
movie for two hours. You keep snacking even when you’re already
full. You check your phone for “just a second” and soon you have
spent twenty minutes staring at the screen. In this way, the habits
you follow without thinking often determine the choices you make
when you are thinking.
Each evening, there is a tiny moment—usually around 5:15 p.m.
—that shapes the rest of my night. My wife walks in the door from
work and either we change into our workout clothes and head to the
gym or we crash onto the couch, order Indian food, and watch The
Office.* Similar to Twyla Tharp hailing the cab, the ritual is
changing into my workout clothes. If I change clothes, I know the
workout will happen. Everything that follows—driving to the gym,
deciding which exercises to do, stepping under the bar—is easy once
I’ve taken the first step.
Every day, there are a handful of moments that deliver an
outsized impact. I refer to these little choices as decisive moments.
The moment you decide between ordering takeout or cooking
dinner. The moment you choose between driving your car or riding
your bike. The moment you decide between starting your homework
or grabbing the video game controller. These choices are a fork in
the road.

DECISIVE MOMENTS
 FIGURE 14: The difference between a good day and a bad
day is often a few productive and healthy choices made at
decisive moments. Each one is like a fork in the road, and
these choices stack up throughout the day and can ultimately
lead to very different outcomes.

Decisive moments set the options available to your future self.

For instance, walking into a restaurant is a decisive moment
because it determines what you’ll be eating for lunch. Technically,
you are in control of what you order, but in a larger sense, you can
only order an item if it is on the menu. If you walk into a
steakhouse, you can get a sirloin or a rib eye, but not sushi. Your
options are constrained by what’s available. They are shaped by the
first choice.
We are limited by where our habits lead us. This is why
mastering the decisive moments throughout your day is so
important. Each day is made up of many moments, but it is really a
few habitual choices that determine the path you take. These little
choices stack up, each one setting the trajectory for how you spend
the next chunk of time.
Habits are the entry point, not the end point. They are the cab,
not the gym.

THE TWO-MINUTE RULE

Even when you know you should start small, it’s easy to start too
big. When you dream about making a change, excitement inevitably
takes over and you end up trying to do too much too soon. The most
effective way I know to counteract this tendency is to use the Two-
Minute Rule, which states, “When you start a new habit, it should
take less than two minutes to do.”
You’ll find that nearly any habit can be scaled down into a two-
minute version:

“Read before bed each night” becomes “Read one page.”

“Do thirty minutes of yoga” becomes “Take out my yoga mat.”
“Study for class” becomes “Open my notes.”
“Fold the laundry” becomes “Fold one pair of socks.”
“Run three miles” becomes “Tie my running shoes.”

The idea is to make your habits as easy as possible to start.

Anyone can meditate for one minute, read one page, or put one item
of clothing away. And, as we have just discussed, this is a powerful
strategy because once you’ve started doing the right thing, it is
much easier to continue doing it. A new habit should not feel like a
challenge. The actions that follow can be challenging, but the first
two minutes should be easy. What you want is a “gateway habit”
that naturally leads you down a more productive path.
You can usually figure out the gateway habits that will lead to
your desired outcome by mapping out your goals on a scale from
“very easy” to “very hard.” For instance, running a marathon is very
hard. Running a 5K is hard. Walking ten thousand steps is
moderately difficult. Walking ten minutes is easy. And putting on
your running shoes is very easy. Your goal might be to run a
marathon, but your gateway habit is to put on your running shoes.
That’s how you follow the Two-Minute Rule.
 Very easy Easy Moderate Hard Very hard
Put on your Walk ten
Walk ten Run a
running thousand Run a 5K
minutes marathon
shoes steps

Write one Write a five-

Write one Write one Write a
thousand thousand-word
sentence paragraph book
words article

Study for
Open your Study for Earn a
ten Get straight A’s
notes three hours PhD
minutes

People often think it’s weird to get hyped about reading one page
or meditating for one minute or making one sales call. But the point
is not to do one thing. The point is to master the habit of showing
up. The truth is, a habit must be established before it can be
improved. If you can’t learn the basic skill of showing up, then you
have little hope of mastering the finer details. Instead of trying to
engineer a perfect habit from the start, do the easy thing on a more
consistent basis. You have to standardize before you can optimize.
As you master the art of showing up, the first two minutes simply
become a ritual at the beginning of a larger routine. This is not
merely a hack to make habits easier but actually the ideal way to
master a difficult skill. The more you ritualize the beginning of a
process, the more likely it becomes that you can slip into the state of
deep focus that is required to do great things. By doing the same
warm-up before every workout, you make it easier to get into a state
of peak performance. By following the same creative ritual, you
make it easier to get into the hard work of creating. By developing a
consistent power-down habit, you make it easier to get to bed at a
reasonable time each night. You may not be able to automate the
whole process, but you can make the first action mindless. Make it
easy to start and the rest will follow.
The Two-Minute Rule can seem like a trick to some people. You
know that the real goal is to do more than just two minutes, so it
may feel like you’re trying to fool yourself. Nobody is actually
aspiring to read one page or do one push-up or open their notes.
And if you know it’s a mental trick, why would you fall for it?
If the Two-Minute Rule feels forced, try this: do it for two
minutes and then stop. Go for a run, but you must stop after two
minutes. Start meditating, but you must stop after two minutes.
Study Arabic, but you must stop after two minutes. It’s not a
strategy for starting, it’s the whole thing. Your habit can only last
one hundred and twenty seconds.
One of my readers used this strategy to lose over one hundred
pounds. In the beginning, he went to the gym each day, but he told
himself he wasn’t allowed to stay for more than five minutes. He
would go to the gym, exercise for five minutes, and leave as soon as
his time was up. After a few weeks, he looked around and thought,
“Well, I’m always coming here anyway. I might as well start staying
a little longer.” A few years later, the weight was gone.
Journaling provides another example. Nearly everyone can
benefit from getting their thoughts out of their head and onto paper,
but most people give up after a few days or avoid it entirely because
journaling feels like a chore.* The secret is to always stay below the
point where it feels like work. Greg McKeown, a leadership
consultant from the United Kingdom, built a daily journaling habit
by specifically writing less than he felt like. He always stopped
journaling before it seemed like a hassle. Ernest Hemingway
believed in similar advice for any kind of writing. “The best way is to
always stop when you are going good,” he said.
Strategies like this work for another reason, too: they reinforce
the identity you want to build. If you show up at the gym five days in
a row—even if it’s just for two minutes—you are casting votes for
your new identity. You’re not worried about getting in shape. You’re
focused on becoming the type of person who doesn’t miss workouts.
You’re taking the smallest action that confirms the type of person
you want to be.
We rarely think about change this way because everyone is
consumed by the end goal. But one push-up is better than not
exercising. One minute of guitar practice is better than none at all.
One minute of reading is better than never picking up a book. It’s
better to do less than you hoped than to do nothing at all.
At some point, once you’ve established the habit and you’re
showing up each day, you can combine the Two-Minute Rule with a
technique we call habit shaping to scale your habit back up toward
your ultimate goal. Start by mastering the first two minutes of the
smallest version of the behavior. Then, advance to an intermediate
step and repeat the process—focusing on just the first two minutes
and mastering that stage before moving on to the next level.
Eventually, you’ll end up with the habit you had originally hoped to
build while still keeping your focus where it should be: on the first
two minutes of the behavior.

EXAMPLES OF HABIT SHAPING

Becoming an Early Riser

Phase 1: Be home by 10 p.m. every night.
Phase 2: Have all devices (TV, phone, etc.) turned off by 10 p.m. every night.
Phase 3: Be in bed by 10 p.m. every night (reading a book, talking with your
partner).
Phase 4: Lights off by 10 p.m. every night.
Phase 5: Wake up at 6 a.m. every day.

Becoming Vegan
Phase 1: Start eating vegetables at each meal.
Phase 2: Stop eating animals with four legs (cow, pig, lamb, etc.).
Phase 3: Stop eating animals with two legs (chicken, turkey, etc.).
Phase 4: Stop eating animals with no legs (fish, clams, scallops, etc.).
Phase 5: Stop eating all animal products (eggs, milk, cheese).

Starting to Exercise
Phase 1: Change into workout clothes.
Phase 2: Step out the door (try taking a walk).
Phase 3: Drive to the gym, exercise for five minutes, and leave.
Phase 4: Exercise for fifteen minutes at least once per week.
Phase 5: Exercise three times per week.

Nearly any larger life goal can be transformed into a two-minute

behavior. I want to live a healthy and long life > I need to stay in
shape > I need to exercise > I need to change into my workout
clothes. I want to have a happy marriage > I need to be a good
partner > I should do something each day to make my partner’s life
easier > I should meal plan for next week.
Whenever you are struggling to stick with a habit, you can
employ the Two-Minute Rule. It’s a simple way to make your habits
easy.
 Chapter Summary
Habits can be completed in a few seconds but continue to
impact your behavior for minutes or hours afterward.
Many habits occur at decisive moments—choices that are like a
fork in the road—and either send you in the direction of a
productive day or an unproductive one.
The Two-Minute Rule states, “When you start a new habit, it
should take less than two minutes to do.”
The more you ritualize the beginning of a process, the more
likely it becomes that you can slip into the state of deep focus
that is required to do great things.
Standardize before you optimize. You can’t improve a habit that
doesn’t exist.
 14

How to Make Good Habits Inevitable and

Bad Habits Impossible

I N THE SUMMER OF 1830, VictorHugo was facing an impossible

deadline. Twelve months earlier, the French author had promised
his publisher a new book. But instead of writing, he spent that year
pursuing other projects, entertaining guests, and delaying his work.
Frustrated, Hugo’s publisher responded by setting a deadline less
than six months away. The book had to be finished by February
1831.
Hugo concocted a strange plan to beat his procrastination. He
collected all of his clothes and asked an assistant to lock them away
in a large chest. He was left with nothing to wear except a large
shawl. Lacking any suitable clothing to go outdoors, he remained in
his study and wrote furiously during the fall and winter of 1830. The
Hunchback of Notre Dame was published two weeks early on
January 14, 1831.*
Sometimes success is less about making good habits easy and
more about making bad habits hard. This is an inversion of the 3rd
Law of Behavior Change: make it difficult. If you find yourself
continually struggling to follow through on your plans, then you can
take a page from Victor Hugo and make your bad habits more
difficult by creating what psychologists call a commitment device.
A commitment device is a choice you make in the present that
controls your actions in the future. It is a way to lock in future
behavior, bind you to good habits, and restrict you from bad ones.
When Victor Hugo shut his clothes away so he could focus on
writing, he was creating a commitment device.*
 There are many ways to create a commitment device. You can
reduce overeating by purchasing food in individual packages rather
than in bulk size. You can voluntarily ask to be added to the banned
list at casinos and online poker sites to prevent future gambling
sprees. I’ve even heard of athletes who have to “make weight” for a
competition choosing to leave their wallets at home during the week
before weigh-in so they won’t be tempted to buy fast food.
As another example, my friend and fellow habits expert Nir Eyal
purchased an outlet timer, which is an adapter that he plugged in
between his internet router and the power outlet. At 10 p.m. each
night, the outlet timer cuts off the power to the router. When the
internet goes off, everyone knows it is time to go to bed.
Commitment devices are useful because they enable you to take
advantage of good intentions before you can fall victim to
temptation. Whenever I’m looking to cut calories, for example, I will
ask the waiter to split my meal and box half of it to go before the
meal is served. If I waited until the meal came out and told myself
“I’ll just eat half,” it would never work.
The key is to change the task such that it requires more work to
get out of the good habit than to get started on it. If you’re feeling
motivated to get in shape, schedule a yoga session and pay ahead of
time. If you’re excited about the business you want to start, email an
entrepreneur you respect and set up a consulting call. When the
time comes to act, the only way to bail is to cancel the meeting,
which requires effort and may cost money.
Commitment devices increase the odds that you’ll do the right
thing in the future by making bad habits difficult in the present.
However, we can do even better. We can make good habits
inevitable and bad habits impossible.

HOW TO AUTOMATE A HABIT AND NEVER THINK ABOUT IT

AGAIN
John Henry Patterson was born in Dayton, Ohio, in 1844. He spent
his childhood doing chores on the family farm and working shifts at
his father’s sawmill. After attending college at Dartmouth, Patterson
returned to Ohio and opened a small supply store for coal miners.
It seemed like a good opportunity. The store faced little
competition and enjoyed a steady stream of customers, but still
struggled to make money. That was when Patterson discovered his
employees were stealing from him.
In the mid-1800s, employee theft was a common problem.
Receipts were kept in an open drawer and could easily be altered or
discarded. There were no video cameras to review behavior and no
software to track transactions. Unless you were willing to hover over
your employees every minute of the day, or to manage all
transactions yourself, it was difficult to prevent theft.
As Patterson mulled over his predicament, he came across an
advertisement for a new invention called Ritty’s Incorruptible
Cashier. Designed by fellow Dayton resident James Ritty, it was the
first cash register. The machine automatically locked the cash and
receipts inside after each transaction. Patterson bought two for fifty
dollars each.
Employee theft at his store vanished overnight. In the next six
months, Patterson’s business went from losing money to making
$5,000 in profit—the equivalent of more than $100,000 today.
Patterson was so impressed with the machine that he changed
businesses. He bought the rights to Ritty’s invention and opened the
National Cash Register Company. Ten years later, National Cash
Register had over one thousand employees and was on its way to
becoming one of the most successful businesses of its time.
The best way to break a bad habit is to make it impractical to do.
Increase the friction until you don’t even have the option to act. The
brilliance of the cash register was that it automated ethical behavior
by making stealing practically impossible. Rather than trying to
change the employees, it made the preferred behavior automatic.
Some actions—like installing a cash register—pay off again and
again. These onetime choices require a little bit of effort up front but
create increasing value over time. I’m fascinated by the idea that a
single choice can deliver returns again and again, and I surveyed my
readers on their favorite onetime actions that lead to better long-
term habits. The table on the following page shares some of the
most popular answers.
I’d wager that if the average person were to simply do half of the
onetime actions on this list—even if they didn’t give another thought
to their habits—most would find themselves living a better life a
year from now. These onetime actions are a straightforward way to
employ the 3rd Law of Behavior Change. They make it easier to
sleep well, eat healthy, be productive, save money, and generally live
better.

ONETIME ACTIONS THAT LOCK IN GOOD HABITS

Nutrition
Buy a water filter to clean your drinking water.
Use smaller plates to reduce caloric intake.

Sleep
Buy a good mattress.
Get blackout curtains.
Remove your television from your bedroom.

Productivity
Unsubscribe from emails.
Turn off notifications and mute group chats.
Set your phone to silent.
Use email filters to clear up your inbox.
Delete games and social media apps on your phone.

Happiness
Get a dog.
Move to a friendly, social neighborhood.
General Health
Get vaccinated.
Buy good shoes to avoid back pain.
Buy a supportive chair or standing desk.

Finance
Enroll in an automatic savings plan.
Set up automatic bill pay.
Cut cable service.
Ask service providers to lower your bills.

Of course, there are many ways to automate good habits and

eliminate bad ones. Typically, they involve putting technology to
work for you. Technology can transform actions that were once
hard, annoying, and complicated into behaviors that are easy,
painless, and simple. It is the most reliable and effective way to
guarantee the right behavior.
This is particularly useful for behaviors that happen too
infrequently to become habitual. Things you have to do monthly or
yearly—like rebalancing your investment portfolio—are never
repeated frequently enough to become a habit, so they benefit in
particular from technology “remembering” to do them for you.
Other examples include:

Medicine: Prescriptions can be automatically refilled.

Personal finance: Employees can save for retirement with an
automatic wage deduction.
Cooking: Meal-delivery services can do your grocery shopping.
Productivity: Social media browsing can be cut off with a
website blocker.

When you automate as much of your life as possible, you can

spend your effort on the tasks machines cannot do yet. Each habit
that we hand over to the authority of technology frees up time and
energy to pour into the next stage of growth. As mathematician and
philosopher Alfred North Whitehead wrote, “Civilization advances
by extending the number of operations we can perform without
thinking about them.”
Of course, the power of technology can work against us as well.
Binge-watching becomes a habit because you have to put more
effort in to stop looking at the screen than to continue doing so.
Instead of pressing a button to advance to the next episode, Netflix
or YouTube will autoplay it for you. All you have to do is keep your
eyes open.
Technology creates a level of convenience that enables you to act
on your smallest whims and desires. At the mere suggestion of
hunger, you can have food delivered to your door. At the slightest
hint of boredom, you can get lost in the vast expanse of social
media. When the effort required to act on your desires becomes
effectively zero, you can find yourself slipping into whatever
impulse arises at the moment. The downside of automation is that
we can find ourselves jumping from easy task to easy task without
making time for more difficult, but ultimately more rewarding,
work.
 I often find myself gravitating toward social media during any
downtime. If I feel bored for just a fraction of a second, I reach for
my phone. It’s easy to write off these minor distractions as “just
taking a break,” but over time they can accumulate into a serious
issue. The constant tug of “just one more minute” can prevent me
from doing anything of consequence. (I’m not the only one. The
average person spends over two hours per day on social media.
What could you do with an extra six hundred hours per year?)
During the year I was writing this book, I experimented with a
new time management strategy. Every Monday, my assistant would
reset the passwords on all my social media accounts, which logged
me out on each device. All week I worked without distraction. On
Friday, she would send me the new passwords. I had the entire
weekend to enjoy what social media had to offer until Monday
morning when she would do it again. (If you don’t have an assistant,
team up with a friend or family member and reset each other’s
passwords each week.)
One of the biggest surprises was how quickly I adapted. Within
the first week of locking myself out of social media, I realized that I
didn’t need to check it nearly as often as I had been, and I certainly
didn’t need it each day. It had simply been so easy that it had
become the default. Once my bad habit became impossible, I
discovered that I did actually have the motivation to work on more
meaningful tasks. After I removed the mental candy from my
environment, it became much easier to eat the healthy stuff.
When working in your favor, automation can make your good
habits inevitable and your bad habits impossible. It is the ultimate
way to lock in future behavior rather than relying on willpower in
the moment. By utilizing commitment devices, strategic onetime
decisions, and technology, you can create an environment of
inevitability—a space where good habits are not just an outcome you
hope for but an outcome that is virtually guaranteed.

Chapter Summary
The inversion of the 3rd Law of Behavior Change is make it
difficult.
A commitment device is a choice you make in the present that
locks in better behavior in the future.
 The ultimate way to lock in future behavior is to automate your
habits.
Onetime choices—like buying a better mattress or enrolling in
an automatic savings plan—are single actions that automate
your future habits and deliver increasing returns over time.
Using technology to automate your habits is the most reliable
and effective way to guarantee the right behavior.

HOW TO CREATE A GOOD HABIT

The 1st Law: Make It Obvious

1.1: Fill out the Habits Scorecard. Write down your current habits to become
aware of them.
1.2: Use implementation intentions: “I will [BEHAVIOR] at [TIME] in
[LOCATION].”
1.3: Use habit stacking: “After [CURRENT HABIT], I will [NEW HABIT].”
1.4: Design your environment. Make the cues of good habits obvious and
visible.
The 2nd Law: Make It Attractive
2.1: Use temptation bundling. Pair an action you want to do with an action you
need to do.
2.2: Join a culture where your desired behavior is the normal behavior.
2.3: Create a motivation ritual. Do something you enjoy immediately before a
difficult habit.

The 3rd Law: Make It Easy

3.1: Reduce friction. Decrease the number of steps between you and your
good habits.
3.2: Prime the environment. Prepare your environment to make future actions
easier.
3.3: Master the decisive moment. Optimize the small choices that deliver
outsized impact.
3.4: Use the Two-Minute Rule. Downscale your habits until they can be done
in two minutes or less.
3.5: Automate your habits. Invest in technology and onetime purchases that
lock in future behavior.

The 4th Law: Make It Satisfying

HOW TO BREAK A BAD HABIT

 Inversion of the 1st Law: Make It Invisible
1.5: Reduce exposure. Remove the cues of your bad habits from your
environment.
Inversion of the 2nd Law: Make It Unattractive
2.4: Reframe your mind-set. Highlight the benefits of avoiding your bad habits.

Inversion of the 3rd Law: Make It Difficult

3.6: Increase friction. Increase the number of steps between you and your bad
habits.
3.7: Use a commitment device. Restrict your future choices to the ones that
benefit you.

Inversion of the 4th Law: Make It Unsatisfying

You can download a printable version of this habits cheat sheet at:
atomichabits.com/cheatsheet
THE 4TH LAW

Make It Satisfying
 15

The Cardinal Rule of Behavior Change

I a public health worker named Stephen Luby left

N THE LATE 1990S,
his hometown of Omaha, Nebraska, and bought a one-way ticket
to Karachi, Pakistan.
Karachi was one of the most populous cities in the world. By
1998, over nine million people called it home. It was the economic
center of Pakistan and a transportation hub, with some of the most
active airports and seaports in the region. In the commercial parts
of town, you could find all of the standard urban amenities and
bustling downtown streets. But Karachi was also one of the least
livable cities in the world.
Over 60 percent of Karachi’s residents lived in squatter
settlements and slums. These densely packed neighborhoods were
filled with makeshift houses cobbled together from old boards,
cinder blocks, and other discarded materials. There was no waste
removal system, no electricity grid, no clean water supply. When
dry, the streets were a combination of dust and trash. When wet,
they became a muddy pit of sewage. Mosquito colonies thrived in
pools of stagnant water, and children played among the garbage.
The unsanitary conditions lead to widespread illness and disease.
Contaminated water sources caused epidemics of diarrhea,
vomiting, and abdominal pain. Nearly one third of the children
living there were malnourished. With so many people crammed into
such a small space, viruses and bacterial infections spread rapidly.
It was this public health crisis that had brought Stephen Luby to
Pakistan.
 Luby and his team realized that in an environment with poor
sanitation, the simple habit of washing your hands could make a
real difference in the health of the residents. But they soon
discovered that many people were already aware that handwashing
was important.
And yet, despite this knowledge, many residents were washing
their hands in a haphazard fashion. Some people would just run
their hands under the water quickly. Others would only wash one
hand. Many would simply forget to wash their hands before
preparing food. Everyone said handwashing was important, but few
people made a habit out of it. The problem wasn’t knowledge. The
problem was consistency.
That was when Luby and his team partnered with Procter &
Gamble to supply the neighborhood with Safeguard soap. Compared
to your standard bar of soap, using Safeguard was a more enjoyable
experience.
“In Pakistan, Safeguard was a premium soap,” Luby told me.
“The study participants commonly mentioned how much they liked
it.” The soap foamed easily, and people were able to lather their
hands with suds. It smelled great. Instantly, handwashing became
slightly more pleasurable.
“I see the goal of handwashing promotion not as behavior change
but as habit adoption,” Luby said. “It is a lot easier for people to
adopt a product that provides a strong positive sensory signal, for
example the mint taste of toothpaste, than it is to adopt a habit that
does not provide pleasurable sensory feedback, like flossing one’s
teeth. The marketing team at Procter & Gamble talked about trying
to create a positive handwashing experience.”
Within months, the researchers saw a rapid shift in the health of
children in the neighborhood. The rate of diarrhea fell by 52
percent; pneumonia by 48 percent; and impetigo, a bacterial skin
infection, by 35 percent.
The long-term effects were even better. “We went back to some of
the households in Karachi six years after,” Luby told me. “Over 95
percent of households who had been given the soap for free and
encouraged to wash their hands had a handwashing station with
soap and water available when our study team visited. . . . We had
not given any soap to the intervention group for over five years, but
during the trial they had become so habituated to wash their hands,
that they had maintained the practice.” It was a powerful example of
the fourth and final Law of Behavior Change: make it satisfying.
We are more likely to repeat a behavior when the experience is
satisfying. This is entirely logical. Feelings of pleasure—even minor
ones like washing your hands with soap that smells nice and lathers
well—are signals that tell the brain: “This feels good. Do this again,
next time.” Pleasure teaches your brain that a behavior is worth
remembering and repeating.
Take the story of chewing gum. Chewing gum had been sold
commercially throughout the 1800s, but it wasn’t until Wrigley
launched in 1891 that it became a worldwide habit. Early versions
were made from relatively bland resins—chewy, but not tasty.
Wrigley revolutionized the industry by adding flavors like
Spearmint and Juicy Fruit, which made the product flavorful and
fun to use. Then they went a step further and began pushing
chewing gum as a pathway to a clean mouth. Advertisements told
readers to “Refresh Your Taste.”
Tasty flavors and the feeling of a fresh mouth provided little bits
of immediate reinforcement and made the product satisfying to use.
Consumption skyrocketed, and Wrigley became the largest chewing
gum company in the world.
Toothpaste had a similar trajectory. Manufacturers enjoyed great
success when they added flavors like spearmint, peppermint, and
cinnamon to their products. These flavors don’t improve the
effectiveness of toothpaste. They simply create a “clean mouth” feel
and make the experience of brushing your teeth more pleasurable.
My wife actually stopped using Sensodyne because she didn’t like
the aftertaste. She switched to a brand with a stronger mint flavor,
which proved to be more satisfying.
Conversely, if an experience is not satisfying, we have little
reason to repeat it. In my research, I came across the story of a
woman who had a narcissistic relative who drove her nuts. In an
attempt to spend less time with this egomaniac, she acted as dull
and as boring as possible whenever he was around. Within a few
encounters, he started avoiding her because he found her so
uninteresting.
Stories like these are evidence of the Cardinal Rule of Behavior
Change: What is rewarded is repeated. What is punished is
avoided. You learn what to do in the future based on what you were
rewarded for doing (or punished for doing) in the past. Positive
emotions cultivate habits. Negative emotions destroy them.
The first three laws of behavior change—make it obvious, make it
attractive, and make it easy—increase the odds that a behavior will
be performed this time. The fourth law of behavior change—make it
satisfying—increases the odds that a behavior will be repeated next
time. It completes the habit loop.
But there is a trick. We are not looking for just any type of
satisfaction. We are looking for immediate satisfaction.

THE MISMATCH BETWEEN IMMEDIATE AND DELAYED

REWARDS
Imagine you’re an animal roaming the plains of Africa—a giraffe or
an elephant or a lion. On any given day, most of your decisions have
an immediate impact. You are always thinking about what to eat or
where to sleep or how to avoid a predator. You are constantly
focused on the present or the very near future. You live in what
scientists call an immediate-return environment because your
actions instantly deliver clear and immediate outcomes.
Now switch back to your human self. In modern society, many of
the choices you make today will not benefit you immediately. If you
do a good job at work, you’ll get a paycheck in a few weeks. If you
exercise today, perhaps you won’t be overweight next year. If you
save money now, maybe you’ll have enough for retirement decades
from now. You live in what scientists call a delayed-return
environment because you can work for years before your actions
deliver the intended payoff.
The human brain did not evolve for life in a delayed-return
environment. The earliest remains of modern humans, known as
Homo sapiens sapiens, are approximately two hundred thousand
years old. These were the first humans to have a brain relatively
similar to ours. In particular, the neocortex—the newest part of the
brain and the region responsible for higher functions like language
—was roughly the same size two hundred thousand years ago as
today. You are walking around with the same hardware as your
Paleolithic ancestors.
It is only recently—during the last five hundred years or so—that
society has shifted to a predominantly delayed-return
environment.* Compared to the age of the brain, modern society is
brand-new. In the last one hundred years, we have seen the rise of
the car, the airplane, the television, the personal computer, the
internet, the smartphone, and Beyoncé. The world has changed
much in recent years, but human nature has changed little.
Similar to other animals on the African savannah, our ancestors
spent their days responding to grave threats, securing the next meal,
and taking shelter from a storm. It made sense to place a high value
on instant gratification. The distant future was less of a concern.
And after thousands of generations in an immediate-return
environment, our brains evolved to prefer quick payoffs to long-
term ones.
Behavioral economists refer to this tendency as time
inconsistency. That is, the way your brain evaluates rewards is
inconsistent across time.* You value the present more than the
future. Usually, this tendency serves us well. A reward that is
certain right now is typically worth more than one that is merely
possible in the future. But occasionally, our bias toward instant
gratification causes problems.
Why would someone smoke if they know it increases the risk of
lung cancer? Why would someone overeat when they know it
increases their risk of obesity? Why would someone have unsafe sex
if they know it can result in sexually transmitted disease? Once you
understand how the brain prioritizes rewards, the answers become
clear: the consequences of bad habits are delayed while the rewards
are immediate. Smoking might kill you in ten years, but it reduces
stress and eases your nicotine cravings now. Overeating is harmful
in the long run but appetizing in the moment. Sex—safe or not—
provides pleasure right away. Disease and infection won’t show up
for days or weeks, even years.
Every habit produces multiple outcomes across time.
Unfortunately, these outcomes are often misaligned. With our bad
habits, the immediate outcome usually feels good, but the ultimate
outcome feels bad. With good habits, it is the reverse: the
immediate outcome is unenjoyable, but the ultimate outcome feels
good. The French economist Frédéric Bastiat explained the problem
clearly when he wrote, “It almost always happens that when the
immediate consequence is favorable, the later consequences are
disastrous, and vice versa. . . . Often, the sweeter the first fruit of a
habit, the more bitter are its later fruits.”
 Put another way, the costs of your good habits are in the present.
The costs of your bad habits are in the future.
The brain’s tendency to prioritize the present moment means you
can’t rely on good intentions. When you make a plan—to lose
weight, write a book, or learn a language—you are actually making
plans for your future self. And when you envision what you want
your life to be like, it is easy to see the value in taking actions with
long-term benefits. We all want better lives for our future selves.
However, when the moment of decision arrives, instant gratification
usually wins. You are no longer making a choice for Future You,
who dreams of being fitter or wealthier or happier. You are choosing
for Present You, who wants to be full, pampered, and entertained.
As a general rule, the more immediate pleasure you get from an
action, the more strongly you should question whether it aligns with
your long-term goals.*
With a fuller understanding of what causes our brain to repeat
some behaviors and avoid others, let’s update the Cardinal Rule of
Behavior Change: What is immediately rewarded is repeated. What
is immediately punished is avoided.
Our preference for instant gratification reveals an important
truth about success: because of how we are wired, most people will
spend all day chasing quick hits of satisfaction. The road less
traveled is the road of delayed gratification. If you’re willing to wait
for the rewards, you’ll face less competition and often get a bigger
payoff. As the saying goes, the last mile is always the least crowded.
This is precisely what research has shown. People who are better
at delaying gratification have higher SAT scores, lower levels of
substance abuse, lower likelihood of obesity, better responses to
stress, and superior social skills. We’ve all seen this play out in our
own lives. If you delay watching television and get your homework
done, you’ll generally learn more and get better grades. If you don’t
buy desserts and chips at the store, you’ll often eat healthier food
when you get home. At some point, success in nearly every field
requires you to ignore an immediate reward in favor of a delayed
reward.
Here’s the problem: most people know that delaying gratification
is the wise approach. They want the benefits of good habits: to be
healthy, productive, at peace. But these outcomes are seldom top-
of-mind at the decisive moment. Thankfully, it’s possible to train
yourself to delay gratification—but you need to work with the grain
of human nature, not against it. The best way to do this is to add a
little bit of immediate pleasure to the habits that pay off in the long-
run and a little bit of immediate pain to ones that don’t.

HOW TO TURN INSTANT GRATIFICATION TO YOUR

ADVANTAGE
The vital thing in getting a habit to stick is to feel successful—even if
it’s in a small way. The feeling of success is a signal that your habit
paid off and that the work was worth the effort.
In a perfect world, the reward for a good habit is the habit itself.
In the real world, good habits tend to feel worthwhile only after they
have provided you with something. Early on, it’s all sacrifice. You’ve
gone to the gym a few times, but you’re not stronger or fitter or
faster—at least, not in any noticeable sense. It’s only months later,
once you shed a few pounds or your arms gain some definition, that
it becomes easier to exercise for its own sake. In the beginning, you
need a reason to stay on track. This is why immediate rewards are
essential. They keep you excited while the delayed rewards
accumulate in the background.
What we’re really talking about here—when we’re discussing
immediate rewards—is the ending of a behavior. The ending of any
experience is vital because we tend to remember it more than other
phases. You want the ending of your habit to be satisfying. The best
approach is to use reinforcement, which refers to the process of
using an immediate reward to increase the rate of a behavior. Habit
stacking, which we covered in Chapter 5, ties your habit to an
immediate cue, which makes it obvious when to start.
Reinforcement ties your habit to an immediate reward, which
makes it satisfying when you finish.
Immediate reinforcement can be especially helpful when dealing
with habits of avoidance, which are behaviors you want to stop
doing. It can be challenging to stick with habits like “no frivolous
purchases” or “no alcohol this month” because nothing happens
when you skip happy hour drinks or don’t buy that pair of shoes. It
can be hard to feel satisfied when there is no action in the first
place. All you’re doing is resisting temptation, and there isn’t much
satisfying about that.
 One solution is to turn the situation on its head. You want to
make avoidance visible. Open a savings account and label it for
something you want—maybe “Leather Jacket.” Whenever you pass
on a purchase, put the same amount of money in the account. Skip
your morning latte? Transfer $5. Pass on another month of Netflix?
Move $10 over. It’s like creating a loyalty program for yourself. The
immediate reward of seeing yourself save money toward the leather
jacket feels a lot better than being deprived. You are making it
satisfying to do nothing.
One of my readers and his wife used a similar setup. They wanted
to stop eating out so much and start cooking together more. They
labeled their savings account “Trip to Europe.” Whenever they
skipped going out to eat, they transferred $50 into the account. At
the end of the year, they put the money toward the vacation.
It is worth noting that it is important to select short-term
rewards that reinforce your identity rather than ones that conflict
with it. Buying a new jacket is fine if you’re trying to lose weight or
read more books, but it doesn’t work if you’re trying to budget and
save money. Instead, taking a bubble bath or going on a leisurely
walk are good examples of rewarding yourself with free time, which
aligns with your ultimate goal of more freedom and financial
independence. Similarly, if your reward for exercising is eating a
bowl of ice cream, then you’re casting votes for conflicting
identities, and it ends up being a wash. Instead, maybe your reward
is a massage, which is both a luxury and a vote toward taking care of
your body. Now the short-term reward is aligned with your long-
term vision of being a healthy person.
Eventually, as intrinsic rewards like a better mood, more energy,
and reduced stress kick in, you’ll become less concerned with
chasing the secondary reward. The identity itself becomes the
reinforcer. You do it because it’s who you are and it feels good to be
you. The more a habit becomes part of your life, the less you need
outside encouragement to follow through. Incentives can start a
habit. Identity sustains a habit.
That said, it takes time for the evidence to accumulate and a new
identity to emerge. Immediate reinforcement helps maintain
motivation in the short term while you’re waiting for the long-term
rewards to arrive.
In summary, a habit needs to be enjoyable for it to last. Simple
bits of reinforcement—like soap that smells great or toothpaste that
has a refreshing mint flavor or seeing $50 hit your savings account
—can offer the immediate pleasure you need to enjoy a habit. And
change is easy when it is enjoyable.

Chapter Summary
The 4th Law of Behavior Change is make it satisfying.
We are more likely to repeat a behavior when the experience is
satisfying.
The human brain evolved to prioritize immediate rewards over
delayed rewards.
The Cardinal Rule of Behavior Change: What is immediately
rewarded is repeated. What is immediately punished is
avoided.
To get a habit to stick you need to feel immediately successful—
even if it’s in a small way.
The first three laws of behavior change—make it obvious, make
it attractive, and make it easy—increase the odds that a
behavior will be performed this time. The fourth law of
behavior change—make it satisfying—increases the odds that a
behavior will be repeated next time.
 16

How to Stick with Good Habits Every

Day

I N 1993,a bank in Abbotsford, Canada, hired a twenty-three-year-

old stockbroker named Trent Dyrsmid. Abbotsford was a
relatively small suburb, tucked away in the shadow of nearby
Vancouver, where most of the big business deals were being made.
Given the location, and the fact that Dyrsmid was a rookie, nobody
expected too much of him. But he made brisk progress thanks to a
simple daily habit.
Dyrsmid began each morning with two jars on his desk. One was
filled with 120 paper clips. The other was empty. As soon as he
settled in each day, he would make a sales call. Immediately after,
he would move one paper clip from the full jar to the empty jar and
the process would begin again. “Every morning I would start with
120 paper clips in one jar and I would keep dialing the phone until I
had moved them all to the second jar,” he told me.
Within eighteen months, Dyrsmid was bringing in $5 million to
the firm. By age twenty-four, he was making $75,000 per year—the
equivalent of $125,000 today. Not long after, he landed a six-figure
job with another company.
I like to refer to this technique as the Paper Clip Strategy and,
over the years, I’ve heard from readers who have employed it in a
variety of ways. One woman shifted a hairpin from one container to
another whenever she wrote a page of her book. Another man
moved a marble from one bin to the next after each set of push-ups.
Making progress is satisfying, and visual measures—like moving
paper clips or hairpins or marbles—provide clear evidence of your
progress. As a result, they reinforce your behavior and add a little
bit of immediate satisfaction to any activity. Visual measurement
comes in many forms: food journals, workout logs, loyalty punch
cards, the progress bar on a software download, even the page
numbers in a book. But perhaps the best way to measure your
progress is with a habit tracker.

HOW TO KEEP YOUR HABITS ON TRACK

A habit tracker is a simple way to measure whether you did a habit.
The most basic format is to get a calendar and cross off each day you
stick with your routine. For example, if you meditate on Monday,
Wednesday, and Friday, each of those dates gets an X. As time rolls
by, the calendar becomes a record of your habit streak.
Countless people have tracked their habits, but perhaps the most
famous was Benjamin Franklin. Beginning at age twenty, Franklin
carried a small booklet everywhere he went and used it to track
thirteen personal virtues. This list included goals like “Lose no time.
Be always employed in something useful” and “Avoid trifling
conversation.” At the end of each day, Franklin would open his
booklet and record his progress.
Jerry Seinfeld reportedly uses a habit tracker to stick with his
streak of writing jokes. In the documentary Comedian, he explains
that his goal is simply to “never break the chain” of writing jokes
every day. In other words, he is not focused on how good or bad a
particular joke is or how inspired he feels. He is simply focused on
showing up and adding to his streak.
“Don’t break the chain” is a powerful mantra. Don’t break the
chain of sales calls and you’ll build a successful book of business.
Don’t break the chain of workouts and you’ll get fit faster than you’d
expect. Don’t break the chain of creating every day and you will end
up with an impressive portfolio. Habit tracking is powerful because
it leverages multiple Laws of Behavior Change. It simultaneously
makes a behavior obvious, attractive, and satisfying.
Let’s break down each one.

Benefit #1: Habit tracking is obvious.

Recording your last action creates a trigger that can initiate your
next one. Habit tracking naturally builds a series of visual cues like
the streak of X’s on your calendar or the list of meals in your food
log. When you look at the calendar and see your streak, you’ll be
reminded to act again. Research has shown that people who track
their progress on goals like losing weight, quitting smoking, and
lowering blood pressure are all more likely to improve than those
who don’t. One study of more than sixteen hundred people found
that those who kept a daily food log lost twice as much weight as
those who did not. The mere act of tracking a behavior can spark the
urge to change it.
Habit tracking also keeps you honest. Most of us have a distorted
view of our own behavior. We think we act better than we do.
Measurement offers one way to overcome our blindness to our own
behavior and notice what’s really going on each day. One glance at
the paper clips in the container and you immediately know how
much work you have (or haven’t) been putting in. When the
evidence is right in front of you, you’re less likely to lie to yourself.

Benefit #2: Habit tracking is attractive.

The most effective form of motivation is progress. When we get a
signal that we are moving forward, we become more motivated to
continue down that path. In this way, habit tracking can have an
addictive effect on motivation. Each small win feeds your desire.
This can be particularly powerful on a bad day. When you’re
feeling down, it’s easy to forget about all the progress you have
already made. Habit tracking provides visual proof of your hard
work—a subtle reminder of how far you’ve come. Plus, the empty
square you see each morning can motivate you to get started
because you don’t want to lose your progress by breaking the streak.

Benefit #3: Habit tracking is satisfying.

This is the most crucial benefit of all. Tracking can become its own
form of reward. It is satisfying to cross an item off your to-do list, to
complete an entry in your workout log, or to mark an X on the
calendar. It feels good to watch your results grow—the size of your
investment portfolio, the length of your book manuscript—and if it
feels good, then you’re more likely to endure.
Habit tracking also helps keep your eye on the ball: you’re
focused on the process rather than the result. You’re not fixated on
getting six-pack abs, you’re just trying to keep the streak alive and
become the type of person who doesn’t miss workouts.
In summary, habit tracking (1) creates a visual cue that can
remind you to act, (2) is inherently motivating because you see the
progress you are making and don’t want to lose it, and (3) feels
satisfying whenever you record another successful instance of your
habit. Furthermore, habit tracking provides visual proof that you
are casting votes for the type of person you wish to become, which is
a delightful form of immediate and intrinsic gratification.*
You may be wondering, if habit tracking is so useful, why have I
waited so long to talk about it?
Despite all the benefits, I’ve left this discussion until now for a
simple reason: many people resist the idea of tracking and
measuring. It can feel like a burden because it forces you into two
habits: the habit you’re trying to build and the habit of tracking it.
Counting calories sounds like a hassle when you’re already
struggling to follow a diet. Writing down every sales call seems
tedious when you’ve got work to do. It feels easier to say, “I’ll just
eat less.” Or, “I’ll try harder.” Or, “I’ll remember to do it.” People
inevitably tell me things like, “I have a decision journal, but I wish I
used it more.” Or, “I recorded my workouts for a week, but then
quit.” I’ve been there myself. I once made a food log to track my
calories. I managed to do it for one meal and then gave up.
Tracking isn’t for everyone, and there is no need to measure your
entire life. But nearly anyone can benefit from it in some form—
even if it’s only temporary.
What can we do to make tracking easier?
First, whenever possible, measurement should be automated.
You’ll probably be surprised by how much you’re already tracking
without knowing it. Your credit card statement tracks how often you
go out to eat. Your Fitbit registers how many steps you take and how
long you sleep. Your calendar records how many new places you
travel to each year. Once you know where to get the data, add a note
to your calendar to review it each week or each month, which is
more practical than tracking it every day.
 Second, manual tracking should be limited to your most
important habits. It is better to consistently track one habit than to
sporadically track ten.
Finally, record each measurement immediately after the habit
occurs. The completion of the behavior is the cue to write it down.
This approach allows you to combine the habit-stacking method
mentioned in Chapter 5 with habit tracking.

The habit stacking + habit tracking formula is:

After [CURRENT HABIT], I will [TRACK MY HABIT].

After I hang up the phone from a sales call, I will move one
paper clip over.
After I finish each set at the gym, I will record it in my workout
journal.
After I put my plate in the dishwasher, I will write down what I
ate.

These tactics can make tracking your habits easier. Even if you
aren’t the type of person who enjoys recording your behavior, I
think you’ll find a few weeks of measurements to be insightful. It’s
always interesting to see how you’ve actually been spending your
time.
That said, every habit streak ends at some point. And, more
important than any single measurement, is having a good plan for
when your habits slide off track.

HOW TO RECOVER QUICKLY WHEN YOUR HABITS BREAK

DOWN
No matter how consistent you are with your habits, it is inevitable
that life will interrupt you at some point. Perfection is not possible.
Before long, an emergency will pop up—you get sick or you have to
travel for work or your family needs a little more of your time.
Whenever this happens to me, I try to remind myself of a simple
rule: never miss twice.
If I miss one day, I try to get back into it as quickly as possible.
Missing one workout happens, but I’m not going to miss two in a
row. Maybe I’ll eat an entire pizza, but I’ll follow it up with a healthy
meal. I can’t be perfect, but I can avoid a second lapse. As soon as
one streak ends, I get started on the next one.
The first mistake is never the one that ruins you. It is the spiral of
repeated mistakes that follows. Missing once is an accident. Missing
twice is the start of a new habit.
This is a distinguishing feature between winners and losers.
Anyone can have a bad performance, a bad workout, or a bad day at
work. But when successful people fail, they rebound quickly. The
breaking of a habit doesn’t matter if the reclaiming of it is fast.
I think this principle is so important that I’ll stick to it even if I
can’t do a habit as well or as completely as I would like. Too often,
we fall into an all-or-nothing cycle with our habits. The problem is
not slipping up; the problem is thinking that if you can’t do
something perfectly, then you shouldn’t do it at all.
You don’t realize how valuable it is to just show up on your bad
(or busy) days. Lost days hurt you more than successful days help
you. If you start with $100, then a 50 percent gain will take you to
$150. But you only need a 33 percent loss to take you back to $100.
In other words, avoiding a 33 percent loss is just as valuable as
achieving a 50 percent gain. As Charlie Munger says, “The first rule
of compounding: Never interrupt it unnecessarily.”
This is why the “bad” workouts are often the most important
ones. Sluggish days and bad workouts maintain the compound
gains you accrued from previous good days. Simply doing
something—ten squats, five sprints, a push-up, anything really—is
huge. Don’t put up a zero. Don’t let losses eat into your
compounding.
Furthermore, it’s not always about what happens during the
workout. It’s about being the type of person who doesn’t miss
workouts. It’s easy to train when you feel good, but it’s crucial to
show up when you don’t feel like it—even if you do less than you
hope. Going to the gym for five minutes may not improve your
performance, but it reaffirms your identity.
The all-or-nothing cycle of behavior change is just one pitfall that
can derail your habits. Another potential danger—especially if you
are using a habit tracker—is measuring the wrong thing.

KNOWING WHEN (AND WHEN NOT) TO TRACK A HABIT

Say you’re running a restaurant and you want to know if your chef is
doing a good job. One way to measure success is to track how many
customers pay for a meal each day. If more customers come in, the
food must be good. If fewer customers come in, something must be
wrong.
However, this one measurement—daily revenue—only gives a
limited picture of what’s really going on. Just because someone pays
for a meal doesn’t mean they enjoy the meal. Even dissatisfied
customers are unlikely to dine and dash. In fact, if you’re only
measuring revenue, the food might be getting worse but you’re
making up for it with marketing or discounts or some other method.
Instead, it may be more effective to track how many customers
finish their meal or perhaps the percentage of customers who leave
a generous tip.
The dark side of tracking a particular behavior is that we become
driven by the number rather than the purpose behind it. If your
success is measured by quarterly earnings, you will optimize sales,
revenue, and accounting for quarterly earnings. If your success is
measured by a lower number on the scale, you will optimize for a
lower number on the scale, even if that means embracing crash
diets, juice cleanses, and fat-loss pills. The human mind wants to
“win” whatever game is being played.
This pitfall is evident in many areas of life. We focus on working
long hours instead of getting meaningful work done. We care more
about getting ten thousand steps than we do about being healthy.
We teach for standardized tests instead of emphasizing learning,
curiosity, and critical thinking. In short, we optimize for what we
measure. When we choose the wrong measurement, we get the
wrong behavior.
This is sometimes referred to as Goodhart’s Law. Named after
the economist Charles Goodhart, the principle states, “When a
measure becomes a target, it ceases to be a good measure.”
Measurement is only useful when it guides you and adds context to
a larger picture, not when it consumes you. Each number is simply
one piece of feedback in the overall system.
In our data-driven world, we tend to overvalue numbers and
undervalue anything ephemeral, soft, and difficult to quantify. We
mistakenly think the factors we can measure are the only factors
that exist. But just because you can measure something doesn’t
mean it’s the most important thing. And just because you can’t
measure something doesn’t mean it’s not important at all.
All of this to say, it’s crucial to keep habit tracking in its proper
place. It can feel satisfying to record a habit and track your progress,
but the measurement is not the only thing that matters.
Furthermore, there are many ways to measure progress, and
sometimes it helps to shift your focus to something entirely
different.
This is why nonscale victories can be effective for weight loss.
The number on the scale may be stubborn, so if you focus solely on
that number, your motivation will sag. But you may notice that your
skin looks better or you wake up earlier or your sex drive got a
boost. All of these are valid ways to track your improvement. If
you’re not feeling motivated by the number on the scale, perhaps it’s
time to focus on a different measurement—one that gives you more
signals of progress.
No matter how you measure your improvement, habit tracking
offers a simple way to make your habits more satisfying. Each
measurement provides a little bit of evidence that you’re moving in
the right direction and a brief moment of immediate pleasure for a
job well done.

Chapter Summary
One of the most satisfying feelings is the feeling of making
progress.
A habit tracker is a simple way to measure whether you did a
habit—like marking an X on a calendar.
Habit trackers and other visual forms of measurement can
make your habits satisfying by providing clear evidence of your
progress.
Don’t break the chain. Try to keep your habit streak alive.
Never miss twice. If you miss one day, try to get back on track
as quickly as possible.
Just because you can measure something doesn’t mean it’s the
most important thing.
 17

How an Accountability Partner Can

Change Everything

A FTER SERVING AS a pilot in World War II, Roger Fisher attended

Harvard Law School and spent thirty-four years specializing in
negotiation and conflict management. He founded the Harvard
Negotiation Project and worked with numerous countries and world
leaders on peace resolutions, hostage crises, and diplomatic
compromises. But it was in the 1970s and 1980s, as the threat of
nuclear war escalated, that Fisher developed perhaps his most
interesting idea.
At the time, Fisher was focused on designing strategies that could
prevent nuclear war, and he had noticed a troubling fact. Any sitting
president would have access to launch codes that could kill millions
of people but would never actually see anyone die because he would
always be thousands of miles away.
“My suggestion was quite simple,” he wrote in 1981. “Put that
[nuclear] code number in a little capsule, and then implant that
capsule right next to the heart of a volunteer. The volunteer would
carry with him a big, heavy butcher knife as he accompanied the
President. If ever the President wanted to fire nuclear weapons, the
only way he could do so would be for him first, with his own hands,
to kill one human being. The President says, ‘George, I’m sorry but
tens of millions must die.’ He has to look at someone and realize
what death is—what an innocent death is. Blood on the White
House carpet. It’s reality brought home.
“When I suggested this to friends in the Pentagon they said, ‘My
God, that’s terrible. Having to kill someone would distort the
President’s judgment. He might never push the button.’”
Throughout our discussion of the 4th Law of Behavior Change we
have covered the importance of making good habits immediately
satisfying. Fisher’s proposal is an inversion of the 4th Law: Make it
immediately unsatisfying.
Just as we are more likely to repeat an experience when the
ending is satisfying, we are also more likely to avoid an experience
when the ending is painful. Pain is an effective teacher. If a failure is
painful, it gets fixed. If a failure is relatively painless, it gets ignored.
The more immediate and more costly a mistake is, the faster you
will learn from it. The threat of a bad review forces a plumber to be
good at his job. The possibility of a customer never returning makes
restaurants create good food. The cost of cutting the wrong blood
vessel makes a surgeon master human anatomy and cut carefully.
When the consequences are severe, people learn quickly.
The more immediate the pain, the less likely the behavior. If you
want to prevent bad habits and eliminate unhealthy behaviors, then
adding an instant cost to the action is a great way to reduce their
odds.
We repeat bad habits because they serve us in some way, and that
makes them hard to abandon. The best way I know to overcome this
predicament is to increase the speed of the punishment associated
with the behavior. There can’t be a gap between the action and the
consequences.
As soon as actions incur an immediate consequence, behavior
begins to change. Customers pay their bills on time when they are
charged a late fee. Students show up to class when their grade is
linked to attendance. We’ll jump through a lot of hoops to avoid a
little bit of immediate pain.
There is, of course, a limit to this. If you’re going to rely on
punishment to change behavior, then the strength of the
punishment must match the relative strength of the behavior it is
trying to correct. To be productive, the cost of procrastination must
be greater than the cost of action. To be healthy, the cost of laziness
must be greater than the cost of exercise. Getting fined for smoking
in a restaurant or failing to recycle adds consequence to an action.
Behavior only shifts if the punishment is painful enough and
reliably enforced.
In general, the more local, tangible, concrete, and immediate the
consequence, the more likely it is to influence individual behavior.
The more global, intangible, vague, and delayed the consequence,
the less likely it is to influence individual behavior.
Thankfully, there is a straightforward way to add an immediate
cost to any bad habit: create a habit contract.

THE HABIT CONTRACT

The first seat belt law was passed in New York on December 1, 1984.
At the time, just 14 percent of people in the United States regularly
wore a seat belt—but that was all about to change.
Within five years, over half of the nation had seat belt laws.
Today, wearing a seat belt is enforceable by law in forty-nine of the
fifty states. And it’s not just the legislation, the number of people
wearing seat belts has changed dramatically as well. In 2016, over
88 percent of Americans buckled up each time they got in a car. In
just over thirty years, there was a complete reversal in the habits of
millions of people.
Laws and regulations are an example of how government can
change our habits by creating a social contract. As a society, we
collectively agree to abide by certain rules and then enforce them as
a group. Whenever a new piece of legislation impacts behavior—seat
belt laws, banning smoking inside restaurants, mandatory recycling
—it is an example of a social contract shaping our habits. The group
agrees to act in a certain way, and if you don’t follow along, you’ll be
punished.
Just as governments use laws to hold citizens accountable, you
can create a habit contract to hold yourself accountable. A habit
contract is a verbal or written agreement in which you state your
commitment to a particular habit and the punishment that will
occur if you don’t follow through. Then you find one or two people
to act as your accountability partners and sign off on the contract
with you.
Bryan Harris, an entrepreneur from Nashville, Tennessee, was
the first person I saw put this strategy into action. Shortly after the
birth of his son, Harris realized he wanted to shed a few pounds. He
wrote up a habit contract between himself, his wife, and his
personal trainer. The first version read, “Bryan’s #1 objective for Q1
of 2017 is to start eating correctly again so he feels better, looks
better, and is able to hit his long-term goal of 200 pounds at 10%
body fat.”
Below that statement, Harris laid out a road map for achieving
his ideal outcome:

Phase #1: Get back to a strict “slow-carb” diet in Q1.

Phase #2: Start a strict macronutrient tracking program in Q2.
Phase #3: Refine and maintain the details of his diet and
workout program in Q3.

Finally, he wrote out each of the daily habits that would get him
to his goal. For example, “Write down all food that he consumes
each day and weigh himself each day.”
And then he listed the punishment if he failed: “If Bryan doesn’t
do these two items then the following consequence will be enforced:
He will have to dress up each workday and each Sunday morning for
the rest of the quarter. Dress up is defined as not wearing jeans, t-
shirts, hoodies, or shorts. He will also give Joey (his trainer) $200
to use as he sees fit if he misses one day of logging food.”
At the bottom of the page, Harris, his wife, and his trainer all
signed the contract.
My initial reaction was that a contract like this seemed overly
formal and unnecessary, especially the signatures. But Harris
convinced me that signing the contract was an indication of
seriousness. “Anytime I skip this part,” he said, “I start slacking
almost immediately.”
Three months later, after hitting his targets for Q1, Harris
upgraded his goals. The consequences escalated, too. If he missed
his carbohydrate and protein targets, he had to pay his trainer $100.
And if he failed to weigh himself, he had to give his wife $500 to use
as she saw fit. Perhaps most painfully, if he forgot to run sprints, he
had to dress up for work every day and wear an Alabama hat the
rest of the quarter—the bitter rival of his beloved Auburn team.
The strategy worked. With his wife and trainer acting as
accountability partners and with the habit contract clarifying exactly
what to do each day, Harris lost the weight.*
To make bad habits unsatisfying, your best option is to make
them painful in the moment. Creating a habit contract is a
straightforward way to do exactly that.
 Even if you don’t want to create a full-blown habit contract,
simply having an accountability partner is useful. The comedian
Margaret Cho writes a joke or song every day. She does the “song a
day” challenge with a friend, which helps them both stay
accountable. Knowing that someone is watching can be a powerful
motivator. You are less likely to procrastinate or give up because
there is an immediate cost. If you don’t follow through, perhaps
they’ll see you as untrustworthy or lazy. Suddenly, you are not only
failing to uphold your promises to yourself, but also failing to
uphold your promises to others.
You can even automate this process. Thomas Frank, an
entrepreneur in Boulder, Colorado, wakes up at 5:55 each morning.
And if he doesn’t, he has a tweet automatically scheduled that says,
“It’s 6:10 and I’m not up because I’m lazy! Reply to this for $5 via
PayPal (limit 5), assuming my alarm didn’t malfunction.”
We are always trying to present our best selves to the world. We
comb our hair and brush our teeth and dress ourselves carefully
because we know these habits are likely to get a positive reaction.
We want to get good grades and graduate from top schools to
impress potential employers and mates and our friends and family.
We care about the opinions of those around us because it helps if
others like us. This is precisely why getting an accountability
partner or signing a habit contract can work so well.

Chapter Summary
The inversion of the 4th Law of Behavior Change is make it
unsatisfying.
We are less likely to repeat a bad habit if it is painful or
unsatisfying.
An accountability partner can create an immediate cost to
inaction. We care deeply about what others think of us, and we
do not want others to have a lesser opinion of us.
A habit contract can be used to add a social cost to any
behavior. It makes the costs of violating your promises public
and painful.
Knowing that someone else is watching you can be a powerful
motivator.
 HOW TO CREATE A GOOD HABIT

The 1st Law: Make It Obvious

1.1: Fill out the Habits Scorecard. Write down your current habits to become
aware of them.
1.2: Use implementation intentions: “I will [BEHAVIOR] at [TIME] in
[LOCATION].”
1.3: Use habit stacking: “After [CURRENT HABIT], I will [NEW HABIT].”
1.4: Design your environment. Make the cues of good habits obvious and
visible.

The 2nd Law:Make It Attractive

2.1: Use temptation bundling. Pair an action you want to do with an action you
need to do.
2.2: Join a culture where your desired behavior is the normal behavior.
2.3: Create a motivation ritual. Do something you enjoy immediately before a
difficult habit.
The 3rd Law: Make It Easy
3.1: Reduce friction. Decrease the number of steps between you and your
good habits.
3.2: Prime the environment. Prepare your environment to make future actions
easier.
3.3: Master the decisive moment. Optimize the small choices that deliver
outsized impact.
3.4: Use the Two-Minute Rule. Downscale your habits until they can be done
in two minutes or less.
3.5: Automate your habits. Invest in technology and onetime purchases that
lock in future behavior.

The 4th Law: Make It Satisfying

4.1: Use reinforcement. Give yourself an immediate reward when you
complete your habit.
4.2: Make “doing nothing” enjoyable. When avoiding a bad habit, design a way
to see the benefits.
4.3: Use a habit tracker. Keep track of your habit streak and “don’t break the
chain.”
4.4: Never miss twice. When you forget to do a habit, make sure you get back
on track immediately.

HOW TO BREAK A BAD HABIT

 Inversion of the 1st Law: Make It Invisible
1.5: Reduce exposure. Remove the cues of your bad habits from your
environment.
Inversion of the 2nd Law: Make It Unattractive
2.4: Reframe your mind-set. Highlight the benefits of avoiding your bad habits.

Inversion of the 3rd Law: Make It Difficult

3.6: Increase friction. Increase the number of steps between you and your bad
habits.
3.7: Use a commitment device. Restrict your future choices to the ones that
benefit you.

Inversion of the 4th Law: Make It Unsatisfying

4.5: Get an accountability partner. Ask someone to watch your behavior.
4.6: Create a habit contract. Make the costs of your bad habits public and
painful.

You can download a printable version of this habits cheat sheet at:
atomichabits.com/cheatsheet
 ADVANCED TACTICS

How to Go from Being Merely Good to

Being Truly Great
 18

The Truth About Talent (When Genes

Matter and When They Don’t)

M ANY PEOPLE ARE familiar with Michael Phelps, who is widely

considered to be one of the greatest athletes in history. Phelps
has won more Olympic medals not only than any swimmer but also
more than any Olympian in any sport.
Fewer people know the name Hicham El Guerrouj, but he was a
fantastic athlete in his own right. El Guerrouj is a Moroccan runner
who holds two Olympic gold medals and is one of the greatest
middle-distance runners of all time. For many years, he held the
world record in the mile, 1,500-meter, and 2,000-meter races. At
the Olympic Games in Athens, Greece, in 2004, he won gold in the
1,500-meter and 5,000-meter races.
These two athletes are wildly different in many ways. (For
starters, one competed on land and the other in water.) But most
notably, they differ significantly in height. El Guerrouj is five feet,
nine inches tall. Phelps is six feet, four inches tall. Despite this
seven-inch difference in height, the two men are identical in one
respect: Michael Phelps and Hicham El Guerrouj wear the same
length inseam on their pants.
How is this possible? Phelps has relatively short legs for his
height and a very long torso, the perfect build for swimming. El
Guerrouj has incredibly long legs and a short upper body, an ideal
frame for distance running.
Now, imagine if these world-class athletes were to switch sports.
Given his remarkable athleticism, could Michael Phelps become an
Olympic-caliber distance runner with enough training? It’s unlikely.
At peak fitness, Phelps weighed 194 pounds, which is 40 percent
heavier than El Guerrouj, who competed at an ultralight 138
pounds. Taller runners are heavier runners, and every extra pound
is a curse when it comes to distance running. Against elite
competition, Phelps would be doomed from the start.
Similarly, El Guerrouj might be one of the best runners in
history, but it’s doubtful he would ever qualify for the Olympics as a
swimmer. Since 1976, the average height of Olympic gold medalists
in the men’s 1,500-meter run is five feet, ten inches. In comparison,
the average height of Olympic gold medalists in the men’s 100-
meter freestyle swim is six feet, four inches. Swimmers tend to be
tall and have long backs and arms, which are ideal for pulling
through the water. El Guerrouj would be at a severe disadvantage
before he ever touched the pool.
The secret to maximizing your odds of success is to choose the
right field of competition. This is just as true with habit change as it
is with sports and business. Habits are easier to perform, and more
satisfying to stick with, when they align with your natural
inclinations and abilities. Like Michael Phelps in the pool or
Hicham El Guerrouj on the track, you want to play a game where
the odds are in your favor.
Embracing this strategy requires the acceptance of the simple
truth that people are born with different abilities. Some people don’t
like to discuss this fact. On the surface, your genes seem to be fixed,
and it’s no fun to talk about things you cannot control. Plus, phrases
like biological determinism makes it sound like certain individuals
are destined for success and others doomed to failure. But this is a
shortsighted view of the influence of genes on behavior.
The strength of genetics is also their weakness. Genes cannot be
easily changed, which means they provide a powerful advantage in
favorable circumstances and a serious disadvantage in unfavorable
circumstances. If you want to dunk a basketball, being seven feet
tall is very useful. If you want to perform a gymnastics routine,
being seven feet tall is a great hindrance. Our environment
determines the suitability of our genes and the utility of our natural
talents. When our environment changes, so do the qualities that
determine success.
This is true not just for physical characteristics but for mental
ones as well. I’m smart if you ask me about habits and human
behavior; not so much when it comes to knitting, rocket propulsion,
or guitar chords. Competence is highly dependent on context.
The people at the top of any competitive field are not only well
trained, they are also well suited to the task. And this is why, if you
want to be truly great, selecting the right place to focus is crucial.
In short: genes do not determine your destiny. They determine
your areas of opportunity. As physician Gabor Mate notes, “Genes
can predispose, but they don’t predetermine.” The areas where you
are genetically predisposed to success are the areas where habits are
more likely to be satisfying. The key is to direct your effort toward
areas that both excite you and match your natural skills, to align
your ambition with your ability.
The obvious question is, “How do I figure out where the odds are
in my favor? How do I identify the opportunities and habits that are
right for me?” The first place we will look for an answer is by
understanding your personality.

HOW YOUR PERSONALITY INFLUENCES YOUR HABITS

Your genes are operating beneath the surface of every habit. Indeed,
beneath the surface of every behavior. Genes have been shown to
influence everything from the number of hours you spend watching
television to your likelihood to marry or divorce to your tendency to
get addicted to drugs, alcohol, or nicotine. There’s a strong genetic
component to how obedient or rebellious you are when facing
authority, how vulnerable or resistant you are to stressful events,
how proactive or reactive you tend to be, and even how captivated
or bored you feel during sensory experiences like attending a
concert. As Robert Plomin, a behavioral geneticist at King’s College
in London, told me, “It is now at the point where we have stopped
testing to see if traits have a genetic component because we literally
can’t find a single one that isn’t influenced by our genes.”
Bundled together, your unique cluster of genetic traits predispose
you to a particular personality. Your personality is the set of
characteristics that is consistent from situation to situation. The
most proven scientific analysis of personality traits is known as the
“Big Five,” which breaks them down into five spectrums of behavior.
 1. Openness to experience: from curious and inventive on one
end to cautious and consistent on the other.
2. Conscientiousness: organized and efficient to easygoing and
spontaneous.
3. Extroversion: outgoing and energetic to solitary and reserved
(you likely know them as extroverts vs. introverts).
4. Agreeableness: friendly and compassionate to challenging and
detached.
5. Neuroticism: anxious and sensitive to confident, calm, and
stable.

All five characteristics have biological underpinnings.

Extroversion, for instance, can be tracked from birth. If scientists
play a loud noise in the nursing ward, some babies turn toward it
while others turn away. When the researchers tracked these
children through life, they found that the babies who turned toward
the noise were more likely to grow up to be extroverts. Those who
turned away were more likely to become introverts.
People who are high in agreeableness are kind, considerate, and
warm. They also tend to have higher natural oxytocin levels, a
hormone that plays an important role in social bonding, increases
feelings of trust, and can act as a natural antidepressant. You can
easily imagine how someone with more oxytocin might be inclined
to build habits like writing thank-you notes or organizing social
events.
As a third example, consider neuroticism, which is a personality
trait all people possess to various degrees. People who are high in
neuroticism tend to be anxious and worry more than others. This
trait has been linked to hypersensitivity of the amygdala, the
portion of the brain responsible for noticing threats. In other words,
people who are more sensitive to negative cues in their environment
are more likely to score high in neuroticism.
Our habits are not solely determined by our personalities, but
there is no doubt that our genes nudge us in a certain direction. Our
deeply rooted preferences make certain behaviors easier for some
people than for others. You don’t have to apologize for these
differences or feel guilty about them, but you do have to work with
them. A person who scores lower on conscientiousness, for example,
will be less likely to be orderly by nature and may need to rely more
heavily on environment design to stick with good habits. (As a
reminder for the less conscientious readers among us, environment
design is a strategy we discussed in Chapters 6 and 12.)
The takeaway is that you should build habits that work for your
personality.* People can get ripped working out like a bodybuilder,
but if you prefer rock climbing or cycling or rowing, then shape your
exercise habit around your interests. If your friend follows a low-
carb diet but you find that low-fat works for you, then more power
to you. If you want to read more, don’t be embarrassed if you prefer
steamy romance novels over nonfiction. Read whatever fascinates
you.* You don’t have to build the habits everyone tells you to build.
Choose the habit that best suits you, not the one that is most
popular.
There is a version of every habit that can bring you joy and
satisfaction. Find it. Habits need to be enjoyable if they are going to
stick. This is the core idea behind the 4th Law.
Tailoring your habits to your personality is a good start, but this
is not the end of the story. Let’s turn our attention to finding and
designing situations where you’re at a natural advantage.

HOW TO FIND A GAME WHERE THE ODDS ARE IN YOUR

FAVOR
Learning to play a game where the odds are in your favor is critical
for maintaining motivation and feeling successful. In theory, you
can enjoy almost anything. In practice, you are more likely to enjoy
the things that come easily to you. People who are talented in a
particular area tend to be more competent at that task and are then
praised for doing a good job. They stay energized because they are
making progress where others have failed, and because they get
rewarded with better pay and bigger opportunities, which not only
makes them happier but also propels them to produce even higher-
quality work. It’s a virtuous cycle.
Pick the right habit and progress is easy. Pick the wrong habit
and life is a struggle.
How do you pick the right habit? The first step is something we
covered in the 3rd Law: make it easy. In many cases, when people
pick the wrong habit, it simply means they picked a habit that was
too difficult. When a habit is easy, you are more likely to be
successful. When you are successful, you are more likely to feel
satisfied. However, there is another level to consider. In the long-
run, if you continue to advance and improve, any area can become
challenging. At some point, you need to make sure you’re playing
the right game for your skillset. How do you figure that out?
The most common approach is trial and error. Of course, there’s
a problem with this strategy: life is short. You don’t have time to try
every career, date every eligible bachelor, or play every musical
instrument. Thankfully, there is an effective way to manage this
conundrum, and it is known as the explore/exploit trade-off.
In the beginning of a new activity, there should be a period of
exploration. In relationships, it’s called dating. In college, it’s called
the liberal arts. In business, it’s called split testing. The goal is to try
out many possibilities, research a broad range of ideas, and cast a
wide net.
After this initial period of exploration, shift your focus to the best
solution you’ve found—but keep experimenting occasionally. The
proper balance depends on whether you’re winning or losing. If you
are currently winning, you exploit, exploit, exploit. If you are
currently losing, you continue to explore, explore, explore.
In the long-run it is probably most effective to work on the
strategy that seems to deliver the best results about 80 to 90
percent of the time and keep exploring with the remaining 10 to 20
percent. Google famously asks employees to spend 80 percent of the
workweek on their official job and 20 percent on projects of their
choice, which has led to the creation of blockbuster products like
AdWords and Gmail.
The optimal approach also depends on how much time you have.
If you have a lot of time—like someone at the beginning of their
career—it makes more sense to explore because once you find the
right thing, you still have a good amount of time to exploit it. If
you’re pressed for time—say, as you come up on the deadline for a
project—you should implement the best solution you’ve found so far
and get some results.
As you explore different options, there are a series of questions
you can ask yourself to continually narrow in on the habits and
areas that will be most satisfying to you:

What feels like fun to me, but work to others? The mark
of whether you are made for a task is not whether you love it
but whether you can handle the pain of the task easier than
 most people. When are you enjoying yourself while other
people are complaining? The work that hurts you less than it
hurts others is the work you were made to do.

What makes me lose track of time? Flow is the mental

state you enter when you are so focused on the task at hand
that the rest of the world fades away. This blend of happiness
and peak performance is what athletes and performers
experience when they are “in the zone.” It is nearly impossible
to experience a flow state and not find the task satisfying at
least to some degree.

Where do I get greater returns than the average

person? We are continually comparing ourselves to those
around us, and a behavior is more likely to be satisfying when
the comparison is in our favor. When I started writing at
jamesclear.com, my email list grew very quickly. I wasn’t quite
sure what I was doing well, but I knew that results seemed to
be coming faster for me than for some of my colleagues, which
motivated me to keep writing.

What comes naturally to me? For just a moment, ignore

what you have been taught. Ignore what society has told you.
Ignore what others expect of you. Look inside yourself and ask,
“What feels natural to me? When have I felt alive? When have I
felt like the real me?” No internal judgments or people-
pleasing. No second-guessing or self-criticism. Just feelings of
engagement and enjoyment. Whenever you feel authentic and
genuine, you are headed in the right direction.

To be honest, some of this process is just luck. Michael Phelps

and Hicham El Guerrouj were lucky to be born with a rare set of
abilities that are highly valued by society and to be placed in the
ideal environment for those abilities. We all have limited time on
this planet, and the truly great among us are the ones who not only
work hard but also have the good fortune to be exposed to
opportunities that favor us.
But what if you don’t want to leave it up to luck?
 If you can’t find a game where the odds are stacked in your favor,
create one. Scott Adams, the cartoonist behind Dilbert, says,
“Everyone has at least a few areas in which they could be in the top
25% with some effort. In my case, I can draw better than most
people, but I’m hardly an artist. And I’m not any funnier than the
average standup comedian who never makes it big, but I’m funnier
than most people. The magic is that few people can draw well and
write jokes. It’s the combination of the two that makes what I do so
rare. And when you add in my business background, suddenly I had
a topic that few cartoonists could hope to understand without living
it.”
When you can’t win by being better, you can win by being
different. By combining your skills, you reduce the level of
competition, which makes it easier to stand out. You can shortcut
the need for a genetic advantage (or for years of practice) by
rewriting the rules. A good player works hard to win the game
everyone else is playing. A great player creates a new game that
favors their strengths and avoids their weaknesses.
In college, I designed my own major, biomechanics, which was a
combination of physics, chemistry, biology, and anatomy. I wasn’t
smart enough to stand out among the top physics or biology majors,
so I created my own game. And because it suited me—I was only
taking the courses I was interested in—studying felt like less of a
chore. It was also easier to avoid the trap of comparing myself to
everyone else. After all, nobody else was taking the same
combination of classes, so who could say if they were better or
worse?
Specialization is a powerful way to overcome the “accident” of
bad genetics. The more you master a specific skill, the harder it
becomes for others to compete with you. Many bodybuilders are
stronger than the average arm wrestler, but even a massive
bodybuilder may lose at arm wrestling because the arm wrestling
champ has very specific strength. Even if you’re not the most
naturally gifted, you can often win by being the best in a very
narrow category.
Boiling water will soften a potato but harden an egg. You can’t
control whether you’re a potato or an egg, but you can decide to play
a game where it’s better to be hard or soft. If you can find a more
favorable environment, you can transform the situation from one
where the odds are against you to one where they are in your favor.
 HOW TO GET THE MOST OUT OF YOUR GENES
Our genes do not eliminate the need for hard work. They clarify it.
They tell us what to work hard on. Once we realize our strengths,
we know where to spend our time and energy. We know which types
of opportunities to look for and which types of challenges to avoid.
The better we understand our nature, the better our strategy can be.
Biological differences matter. Even so, it’s more productive to
focus on whether you are fulfilling your own potential than
comparing yourself to someone else. The fact that you have a
natural limit to any specific ability has nothing to do with whether
you are reaching the ceiling of your capabilities. People get so
caught up in the fact that they have limits that they rarely exert the
effort required to get close to them.
Furthermore, genes can’t make you successful if you’re not doing
the work. Yes, it’s possible that the ripped trainer at the gym has
better genes, but if you haven’t put in the same reps, it’s impossible
to say if you have been dealt a better or worse genetic hand. Until
you work as hard as those you admire, don’t explain away their
success as luck.
In summary, one of the best ways to ensure your habits remain
satisfying over the long-run is to pick behaviors that align with your
personality and skills. Work hard on the things that come easy.

Chapter Summary
The secret to maximizing your odds of success is to choose the
right field of competition.
Pick the right habit and progress is easy. Pick the wrong habit
and life is a struggle.
Genes cannot be easily changed, which means they provide a
powerful advantage in favorable circumstances and a serious
disadvantage in unfavorable circumstances.
Habits are easier when they align with your natural abilities.
Choose the habits that best suit you.
Play a game that favors your strengths. If you can’t find a game
that favors you, create one.
Genes do not eliminate the need for hard work. They clarify it.
They tell us what to work hard on.
 19

The Goldilocks Rule: How to Stay

Motivated in Life and Work

I N 1955,
Disneyland had just opened in Anaheim, California, when a
ten-year-old boy walked in and asked for a job. Labor laws were
loose back then and the boy managed to land a position selling
guidebooks for $0.50 apiece.
Within a year, he had transitioned to Disney’s magic shop, where
he learned tricks from the older employees. He experimented with
jokes and tried out simple routines on visitors. Soon he discovered
that what he loved was not performing magic but performing in
general. He set his sights on becoming a comedian.
Beginning in his teenage years, he started performing in little
clubs around Los Angeles. The crowds were small and his act was
short. He was rarely on stage for more than five minutes. Most of
the people in the crowd were too busy drinking or talking with
friends to pay attention. One night, he literally delivered his stand-
up routine to an empty club.
It wasn’t glamorous work, but there was no doubt he was getting
better. His first routines would only last one or two minutes. By
high school, his material had expanded to include a five-minute act
and, a few years later, a ten-minute show. At nineteen, he was
performing weekly for twenty minutes at a time. He had to read
three poems during the show just to make the routine long enough,
but his skills continued to progress.
He spent another decade experimenting, adjusting, and
practicing. He took a job as a television writer and, gradually, he
was able to land his own appearances on talk shows. By the mid-
1970s, he had worked his way into being a regular guest on The
Tonight Show and Saturday Night Live.
Finally, after nearly fifteen years of work, the young man rose to
fame. He toured sixty cities in sixty-three days. Then seventy-two
cities in eighty days. Then eighty-five cities in ninety days. He had
18,695 people attend one show in Ohio. Another 45,000 tickets
were sold for his three-day show in New York. He catapulted to the
top of his genre and became one of the most successful comedians
of his time.
His name is Steve Martin.
Martin’s story offers a fascinating perspective on what it takes to
stick with habits for the long run. Comedy is not for the timid. It is
hard to imagine a situation that would strike fear into the hearts of
more people than performing alone on stage and failing to get a
single laugh. And yet Steve Martin faced this fear every week for
eighteen years. In his words, “10 years spent learning, 4 years spent
refining, and 4 years as a wild success.”
Why is it that some people, like Martin, stick with their habits—
whether practicing jokes or drawing cartoons or playing guitar—
while most of us struggle to stay motivated? How do we design
habits that pull us in rather than ones that fade away? Scientists
have been studying this question for many years. While there is still
much to learn, one of the most consistent findings is that the way to
maintain motivation and achieve peak levels of desire is to work on
tasks of “just manageable difficulty.”
The human brain loves a challenge, but only if it is within an
optimal zone of difficulty. If you love tennis and try to play a serious
match against a four-year-old, you will quickly become bored. It’s
too easy. You’ll win every point. In contrast, if you play a
professional tennis player like Roger Federer or Serena Williams,
you will quickly lose motivation because the match is too difficult.
Now consider playing tennis against someone who is your equal.
As the game progresses, you win a few points and you lose a few.
You have a good chance of winning, but only if you really try. Your
focus narrows, distractions fade away, and you find yourself fully
invested in the task at hand. This is a challenge of just manageable
difficulty and it is a prime example of the Goldilocks Rule.
The Goldilocks Rule states that humans experience peak
motivation when working on tasks that are right on the edge of their
current abilities. Not too hard. Not too easy. Just right.
 THE GOLDILOCKS RULE

FIGURE 15: Maximum motivation occurs when facing a

challenge of just manageable difficulty. In psychology
research this is known as the Yerkes–Dodson law, which
describes the optimal level of arousal as the midpoint between
boredom and anxiety.

Martin’s comedy career is an excellent example of the Goldilocks

Rule in practice. Each year, he expanded his comedy routine—but
only by a minute or two. He was always adding new material, but he
also kept a few jokes that were guaranteed to get laughs. There were
just enough victories to keep him motivated and just enough
mistakes to keep him working hard.
When you’re starting a new habit, it’s important to keep the
behavior as easy as possible so you can stick with it even when
conditions aren’t perfect. This is an idea we covered in detail while
discussing the 3rd Law of Behavior Change.
Once a habit has been established, however, it’s important to
continue to advance in small ways. These little improvements and
new challenges keep you engaged. And if you hit the Goldilocks
Zone just right, you can achieve a flow state.*
 A flow state is the experience of being “in the zone” and fully
immersed in an activity. Scientists have tried to quantify this
feeling. They found that to achieve a state of flow, a task must be
roughly 4 percent beyond your current ability. In real life it’s
typically not feasible to quantify the difficulty of an action in this
way, but the core idea of the Goldilocks Rule remains: working on
challenges of just manageable difficulty—something on the
perimeter of your ability—seems crucial for maintaining motivation.
Improvement requires a delicate balance. You need to regularly
search for challenges that push you to your edge while continuing to
make enough progress to stay motivated. Behaviors need to remain
novel in order for them to stay attractive and satisfying. Without
variety, we get bored. And boredom is perhaps the greatest villain
on the quest for self-improvement.

HOW TO STAY FOCUSED WHEN YOU GET BORED WORKING

ON YOUR GOALS
After my baseball career ended, I was looking for a new sport. I
joined a weightlifting team and one day an elite coach visited our
gym. He had worked with thousands of athletes during his long
career, including a few Olympians. I introduced myself and we
began talking about the process of improvement.
“What’s the difference between the best athletes and everyone
else?” I asked. “What do the really successful people do that most
don’t?”
He mentioned the factors you might expect: genetics, luck, talent.
But then he said something I wasn’t expecting: “At some point it
comes down to who can handle the boredom of training every day,
doing the same lifts over and over and over.”
His answer surprised me because it’s a different way of thinking
about work ethic. People talk about getting “amped up” to work on
their goals. Whether it’s business or sports or art, you hear people
say things like, “It all comes down to passion.” Or, “You have to
really want it.” As a result, many of us get depressed when we lose
focus or motivation because we think that successful people have
some bottomless reserve of passion. But this coach was saying that
really successful people feel the same lack of motivation as everyone
else. The difference is that they still find a way to show up despite
the feelings of boredom.
Mastery requires practice. But the more you practice something,
the more boring and routine it becomes. Once the beginner gains
have been made and we learn what to expect, our interest starts to
fade. Sometimes it happens even faster than that. All you have to do
is hit the gym a few days in a row or publish a couple of blog posts
on time and letting one day slip doesn’t feel like much. Things are
going well. It’s easy to rationalize taking a day off because you’re in
a good place.
The greatest threat to success is not failure but boredom. We get
bored with habits because they stop delighting us. The outcome
becomes expected. And as our habits become ordinary, we start
derailing our progress to seek novelty. Perhaps this is why we get
caught up in a never-ending cycle, jumping from one workout to the
next, one diet to the next, one business idea to the next. As soon as
we experience the slightest dip in motivation, we begin seeking a
new strategy—even if the old one was still working. As Machiavelli
noted, “Men desire novelty to such an extent that those who are
doing well wish for a change as much as those who are doing badly.”
Perhaps this is why many of the most habit-forming products are
those that provide continuous forms of novelty. Video games
provide visual novelty. Porn provides sexual novelty. Junk foods
provide culinary novelty. Each of these experiences offer continual
elements of surprise.
In psychology, this is known as a variable reward.* Slot
machines are the most common real-world example. A gambler hits
the jackpot every now and then but not at any predictable interval.
The pace of rewards varies. This variance leads to the greatest spike
of dopamine, enhances memory recall, and accelerates habit
formation.
Variable rewards won’t create a craving—that is, you can’t take a
reward people are uninterested in, give it to them at a variable
interval, and hope it will change their mind—but they are a powerful
way to amplify the cravings we already experience because they
reduce boredom.
The sweet spot of desire occurs at a 50/50 split between success
and failure. Half of the time you get what you want. Half of the time
you don’t. You need just enough “winning” to experience
satisfaction and just enough “wanting” to experience desire. This is
one of the benefits of following the Goldilocks Rule. If you’re already
interested in a habit, working on challenges of just manageable
difficulty is a good way to keep things interesting.
Of course, not all habits have a variable reward component, and
you wouldn’t want them to. If Google only delivered a useful search
result some of the time, I would switch to a competitor pretty
quickly. If Uber only picked up half of my trips, I doubt I’d be using
that service much longer. And if I flossed my teeth each night and
only sometimes ended up with a clean mouth, I think I’d skip it.
Variable rewards or not, no habit will stay interesting forever. At
some point, everyone faces the same challenge on the journey of
self-improvement: you have to fall in love with boredom.
We all have goals that we would like to achieve and dreams that
we would like to fulfill, but it doesn’t matter what you are trying to
become better at, if you only do the work when it’s convenient or
exciting, then you’ll never be consistent enough to achieve
remarkable results.
I can guarantee that if you manage to start a habit and keep
sticking to it, there will be days when you feel like quitting. When
you start a business, there will be days when you don’t feel like
showing up. When you’re at the gym, there will be sets that you
don’t feel like finishing. When it’s time to write, there will be days
that you don’t feel like typing. But stepping up when it’s annoying or
painful or draining to do so, that’s what makes the difference
between a professional and an amateur.
Professionals stick to the schedule; amateurs let life get in the
way. Professionals know what is important to them and work
toward it with purpose; amateurs get pulled off course by the
urgencies of life.
David Cain, an author and meditation teacher, encourages his
students to avoid being “fair-weather meditators.” Similarly, you
don’t want to be a fair-weather athlete or a fair-weather writer or a
fair-weather anything. When a habit is truly important to you, you
have to be willing to stick to it in any mood. Professionals take
action even when the mood isn’t right. They might not enjoy it, but
they find a way to put the reps in.
There have been a lot of sets that I haven’t felt like finishing, but
I’ve never regretted doing the workout. There have been a lot of
articles I haven’t felt like writing, but I’ve never regretted publishing
on schedule. There have been a lot of days I’ve felt like relaxing, but
I’ve never regretted showing up and working on something that was
important to me.
The only way to become excellent is to be endlessly fascinated by
doing the same thing over and over. You have to fall in love with
boredom.

Chapter Summary
The Goldilocks Rule states that humans experience peak
motivation when working on tasks that are right on the edge of
their current abilities.
The greatest threat to success is not failure but boredom.
As habits become routine, they become less interesting and less
satisfying. We get bored.
Anyone can work hard when they feel motivated. It’s the ability
to keep going when work isn’t exciting that makes the
difference.
Professionals stick to the schedule; amateurs let life get in the
way.
 20

The Downside of Creating Good Habits

H ABITS CREATE THE FOUNDATION FOR MASTERY. In chess, it is only

after the basic movements of the pieces have become automatic
that a player can focus on the next level of the game. Each chunk of
information that is memorized opens up the mental space for more
effortful thinking. This is true for any endeavor. When you know the
simple movements so well that you can perform them without
thinking, you are free to pay attention to more advanced details. In
this way, habits are the backbone of any pursuit of excellence.
However, the benefits of habits come at a cost. At first, each
repetition develops fluency, speed, and skill. But then, as a habit
becomes automatic, you become less sensitive to feedback. You fall
into mindless repetition. It becomes easier to let mistakes slide.
When you can do it “good enough” on autopilot, you stop thinking
about how to do it better.
The upside of habits is that we can do things without thinking.
The downside of habits is that you get used to doing things a certain
way and stop paying attention to little errors. You assume you’re
getting better because you’re gaining experience. In reality, you are
merely reinforcing your current habits—not improving them. In
fact, some research has shown that once a skill has been mastered
there is usually a slight decline in performance over time.
Usually, this minor dip in performance is no cause for worry. You
don’t need a system to continuously improve how well you brush
your teeth or tie your shoes or make your morning cup of tea. With
habits like these, good enough is usually good enough. The less
energy you spend on trivial choices, the more you can spend it on
what really matters.
However, when you want to maximize your potential and achieve
elite levels of performance, you need a more nuanced approach. You
can’t repeat the same things blindly and expect to become
exceptional. Habits are necessary, but not sufficient for mastery.
What you need is a combination of automatic habits and deliberate
practice.

Habits + Deliberate Practice = Mastery

To become great, certain skills do need to become automatic.

Basketball players need to be able to dribble without thinking before
they can move on to mastering layups with their nondominant
hand. Surgeons need to repeat the first incision so many times that
they could do it with their eyes closed, so that they can focus on the
hundreds of variables that arise during surgery. But after one habit
has been mastered, you have to return to the effortful part of the
work and begin building the next habit.
Mastery is the process of narrowing your focus to a tiny element
of success, repeating it until you have internalized the skill, and
then using this new habit as the foundation to advance to the next
frontier of your development. Old tasks become easier the second
time around, but it doesn’t get easier overall because now you’re
pouring your energy into the next challenge. Each habit unlocks the
next level of performance. It’s an endless cycle.

MASTERING ONE HABIT

 MASTERING A FIELD

FIGURE 16: The process of mastery requires that you

progressively layer improvements on top of one another, each
habit building upon the last until a new level of performance
has been reached and a higher range of skills has been
internalized.

Although habits are powerful, what you need is a way to remain

conscious of your performance over time, so you can continue to
refine and improve. It is precisely at the moment when you begin to
feel like you have mastered a skill—right when things are starting to
feel automatic and you are becoming comfortable—that you must
avoid slipping into the trap of complacency.
The solution? Establish a system for reflection and review.

HOW TO REVIEW YOUR HABITS AND MAKE ADJUSTMENTS

In 1986, the Los Angeles Lakers had one of the most talented
basketball teams ever assembled, but they are rarely remembered
that way. The team started the 1985–1986 NBA season with an
astounding 29–5 record. “The pundits were saying that we might be
the best team in the history of basketball,” head coach Pat Riley said
after the season. Surprisingly, the Lakers stumbled in the 1986
playoffs and suffered a season-ending defeat in the Western
Conference Finals. The “best team in the history of basketball”
didn’t even play for the NBA championship.
After that blow, Riley was tired of hearing about how much talent
his players had and about how much promise his team held. He
didn’t want to see flashes of brilliance followed by a gradual fade in
performance. He wanted the Lakers to play up to their potential,
night after night. In the summer of 1986, he created a plan to do
exactly that, a system that he called the Career Best Effort program
or CBE.
“When players first join the Lakers,” Riley explained, “we track
their basketball statistics all the way back to high school. I call this
Taking Their Number. We look for an accurate gauge of what a
player can do, then build him into our plan for the team, based on
the notion that he will maintain and then improve upon his
averages.”
After determining a player’s baseline level of performance, Riley
added a key step. He asked each player to “improve their output by
at least 1 percent over the course of the season. If they succeeded, it
would be a CBE, or Career Best Effort.” Similar to the British
Cycling team that we discussed in Chapter 1, the Lakers sought peak
performance by getting slightly better each day.
Riley was careful to point out that CBE was not merely about
points or statistics but about giving your “best effort spiritually and
mentally and physically.” Players got credit for “allowing an
opponent to run into you when you know that a foul will be called
against him, diving for loose balls, going after rebounds whether
you are likely to get them or not, helping a teammate when the
player he’s guarding has surged past him, and other ‘unsung hero’
deeds.”
As an example, let’s say that Magic Johnson—the Lakers star
player at the time—had 11 points, 8 rebounds, 12 assists, 2 steals,
and 5 turnovers in a game. Magic also got credit for an “unsung
hero” deed by diving after a loose ball (+1). Finally, he played a total
of 33 minutes in this imaginary game.
The positive numbers (11 + 8 + 12 + 2 + 1) add up to 34. Then, we
subtract the 5 turnovers (34–5) to get 29. Finally, we divide 29 by
33 minutes played.

29/33 = 0.879

Magic’s CBE number here would be 879. This number was

calculated for all of a player’s games, and it was the average CBE
that a player was asked to improve by 1 percent over the season.
Riley compared each player’s current CBE to not only their past
performances but also those of other players in the league. As Riley
put it, “We rank team members alongside league opponents who
play the same position and have similar role definitions.”
Sportswriter Jackie MacMullan noted, “Riley trumpeted the top
performers in the league in bold lettering on the blackboard each
week and measured them against the corresponding players on his
own roster. Solid, reliable players generally rated a score in the
600s, while elite players scored at least 800. Magic Johnson, who
submitted 138 triple-doubles in his career, often scored over 1,000.”
The Lakers also emphasized year-over-year progress by making
historical comparisons of CBE data. Riley said, “We stacked the
month of November 1986, next to November 1985, and showed the
players whether they were doing better or worse than at the same
point last season. Then we showed them how their performance
figures for December 1986, stacked up against November’s.”
The Lakers rolled out CBE in October 1986. Eight months later,
they were NBA champions. The following year, Pat Riley led his
team to another title as the Lakers became the first team in twenty
years to win back-to-back NBA championships. Afterward, he said,
“Sustaining an effort is the most important thing for any enterprise.
The way to be successful is to learn how to do things right, then do
them the same way every time.”
The CBE program is a prime example of the power of reflection
and review. The Lakers were already talented. CBE helped them get
the most out of what they had, and made sure their habits improved
rather than declined.
Reflection and review enables the long-term improvement of all
habits because it makes you aware of your mistakes and helps you
consider possible paths for improvement. Without reflection, we
can make excuses, create rationalizations, and lie to ourselves. We
have no process for determining whether we are performing better
or worse compared to yesterday.
Top performers in all fields engage in various types of reflection
and review, and the process doesn’t have to be complex. Kenyan
runner Eliud Kipchoge is one of the greatest marathoners of all time
and an Olympic gold medalist. He still takes notes after every
practice in which he reviews his training for the day and searches
for areas that can be improved. Similarly, gold medal swimmer
Katie Ledecky records her wellness on a scale of 1 to 10 and includes
notes on her nutrition and how well she slept. She also records the
times posted by other swimmers. At the end of each week, her coach
goes over her notes and adds his thoughts.
It’s not just athletes, either. When comedian Chris Rock is
preparing fresh material, he will first appear at small nightclubs
dozens of times and test hundreds of jokes. He brings a notepad on
stage and records which bits go over well and where he needs to
make adjustments. The few killer lines that survive will form the
backbone of his new show.
I know of executives and investors who keep a “decision journal”
in which they record the major decisions they make each week, why
they made them, and what they expect the outcome to be. They
review their choices at the end of each month or year to see where
they were correct and where they went wrong.*
Improvement is not just about learning habits, it’s also about
fine-tuning them. Reflection and review ensures that you spend
your time on the right things and make course corrections whenever
necessary—like Pat Riley adjusting the effort of his players on a
nightly basis. You don’t want to keep practicing a habit if it becomes
ineffective.
 Personally, I employ two primary modes of reflection and review.
Each December, I perform an Annual Review, in which I reflect on
the previous year. I tally my habits for the year by counting up how
many articles I published, how many workouts I put in, how many
new places I visited, and more.* Then, I reflect on my progress (or
lack thereof) by answering three questions:

1. What went well this year?

2. What didn’t go so well this year?
3. What did I learn?

Six months later, when summer rolls around, I conduct an

Integrity Report. Like everyone, I make a lot of mistakes. My
Integrity Report helps me realize where I went wrong and motivates
me to get back on course. I use it as a time to revisit my core values
and consider whether I have been living in accordance with them.
This is when I reflect on my identity and how I can work toward
being the type of person I wish to become.*
My yearly Integrity Report answers three questions:

1. What are the core values that drive my life and work?
2. How am I living and working with integrity right now?
3. How can I set a higher standard in the future?

These two reports don’t take very long—just a few hours per year
—but they are crucial periods of refinement. They prevent the
gradual slide that happens when I don’t pay close attention. They
provide an annual reminder to revisit my desired identity and
consider how my habits are helping me become the type of person I
wish to be. They indicate when I should upgrade my habits and take
on new challenges and when I should dial my efforts back and focus
on the fundamentals.
Reflection can also bring a sense of perspective. Daily habits are
powerful because of how they compound, but worrying too much
about every daily choice is like looking at yourself in the mirror
from an inch away. You can see every imperfection and lose sight of
the bigger picture. There is too much feedback. Conversely, never
reviewing your habits is like never looking in the mirror. You aren’t
aware of easily fixable flaws—a spot on your shirt, a bit of food in
your teeth. There is too little feedback. Periodic reflection and
review is like viewing yourself in the mirror from a conversational
distance. You can see the important changes you should make
without losing sight of the bigger picture. You want to view the
entire mountain range, not obsess over each peak and valley.
Finally, reflection and review offers an ideal time to revisit one of
the most important aspects of behavior change: identity.

HOW TO BREAK THE BELIEFS THAT HOLD YOU BACK

In the beginning, repeating a habit is essential to build up evidence
of your desired identity. As you latch on to that new identity,
however, those same beliefs can hold you back from the next level of
growth. When working against you, your identity creates a kind of
“pride” that encourages you to deny your weak spots and prevents
you from truly growing. This is one of the greatest downsides of
building habits.
The more sacred an idea is to us—that is, the more deeply it is
tied to our identity—the more strongly we will defend it against
criticism. You see this in every industry. The schoolteacher who
ignores innovative teaching methods and sticks with her tried-and-
true lesson plans. The veteran manager who is committed to doing
things “his way.” The surgeon who dismisses the ideas of her
younger colleagues. The band who produces a mind-blowing first
album and then gets stuck in a rut. The tighter we cling to an
identity, the harder it becomes to grow beyond it.
One solution is to avoid making any single aspect of your identity
an overwhelming portion of who you are. In the words of investor
Paul Graham, “keep your identity small.” The more you let a single
belief define you, the less capable you are of adapting when life
challenges you. If you tie everything up in being the point guard or
the partner at the firm or whatever else, then the loss of that facet of
your life will wreck you. If you’re a vegan and then develop a health
condition that forces you to change your diet, you’ll have an identity
crisis on your hands. When you cling too tightly to one identity, you
become brittle. Lose that one thing and you lose yourself.
For most of my young life, being an athlete was a major part of
my identity. After my baseball career ended, I struggled to find
myself. When you spend your whole life defining yourself in one
way and that disappears, who are you now?
Military veterans and former entrepreneurs report similar
feelings. If your identity is wrapped up in a belief like “I’m a great
soldier,” what happens when your period of service ends? For many
business owners, their identity is something along the lines of “I’m
the CEO” or “I’m the founder.” If you have spent every waking
moment working on your business, how will you feel after you sell
the company?
The key to mitigating these losses of identity is to redefine
yourself such that you get to keep important aspects of your identity
even if your particular role changes.

“I’m an athlete” becomes “I’m the type of person who is

mentally tough and loves a physical challenge.”
“I’m a great soldier” transforms into “I’m the type of person
who is disciplined, reliable, and great on a team.”
“I’m the CEO” translates to “I’m the type of person who builds
and creates things.”

When chosen effectively, an identity can be flexible rather than

brittle. Like water flowing around an obstacle, your identity works
with the changing circumstances rather than against them.
The following quote from the Tao Te Ching encapsulates the
ideas perfectly:

Men are born soft and supple;

dead, they are stiff and hard.
Plants are born tender and pliant;
dead, they are brittle and dry.
Thus whoever is stiff and inflexible
is a disciple of death.
Whoever is soft and yielding
is a disciple of life.
The hard and stiff will be broken.
The soft and supple will prevail.

—LAO TZU
 Habits deliver numerous benefits, but the downside is that they
can lock us into our previous patterns of thinking and acting—even
when the world is shifting around us. Everything is impermanent.
Life is constantly changing, so you need to periodically check in to
see if your old habits and beliefs are still serving you.
A lack of self-awareness is poison. Reflection and review is the
antidote.

Chapter Summary
The upside of habits is that we can do things without thinking.
The downside is that we stop paying attention to little errors.
Habits + Deliberate Practice = Mastery
Reflection and review is a process that allows you to remain
conscious of your performance over time.
The tighter we cling to an identity, the harder it becomes to
grow beyond it.
 Conclusion
The Secret to Results That Last

T HERE IS AN ancient Greek parable known as the Sorites Paradox,*

which talks about the effect one small action can have when
repeated enough times. One formulation of the paradox goes as
follows: Can one coin make a person rich? If you give a person a pile
of ten coins, you wouldn’t claim that he or she is rich. But what if
you add another? And another? And another? At some point, you
will have to admit that no one can be rich unless one coin can make
him or her so.
We can say the same about atomic habits. Can one tiny change
transform your life? It’s unlikely you would say so. But what if you
made another? And another? And another? At some point, you will
have to admit that your life was transformed by one small change.
The holy grail of habit change is not a single 1 percent
improvement, but a thousand of them. It’s a bunch of atomic habits
stacking up, each one a fundamental unit of the overall system.
In the beginning, small improvements can often seem
meaningless because they get washed away by the weight of the
system. Just as one coin won’t make you rich, one positive change
like meditating for one minute or reading one page each day is
unlikely to deliver a noticeable difference.
Gradually, though, as you continue to layer small changes on top
of one another, the scales of life start to move. Each improvement is
like adding a grain of sand to the positive side of the scale, slowly
tilting things in your favor. Eventually, if you stick with it, you hit a
tipping point. Suddenly, it feels easier to stick with good habits. The
weight of the system is working for you rather than against you.
Over the course of this book, we’ve looked at dozens of stories
about top performers. We’ve heard about Olympic gold medalists,
award-winning artists, business leaders, lifesaving physicians, and
star comedians who have all used the science of small habits to
master their craft and vault to the top of their field. Each of the
people, teams, and companies we have covered has faced different
circumstances, but ultimately progressed in the same way: through
a commitment to tiny, sustainable, unrelenting improvements.
Success is not a goal to reach or a finish line to cross. It is a
system to improve, an endless process to refine. In Chapter 1, I said,
“If you’re having trouble changing your habits, the problem isn’t
you. The problem is your system. Bad habits repeat themselves
again and again not because you don’t want to change, but because
you have the wrong system for change.”
As this book draws to a close, I hope the opposite is true. With
the Four Laws of Behavior Change, you have a set of tools and
strategies that you can use to build better systems and shape better
habits. Sometimes a habit will be hard to remember and you’ll need
to make it obvious. Other times you won’t feel like starting and
you’ll need to make it attractive. In many cases, you may find that a
habit will be too difficult and you’ll need to make it easy. And
sometimes, you won’t feel like sticking with it and you’ll need to
make it satisfying.

Behaviors are effortless Behaviors are difficult

here. here.
Obvious Invisible

Attractive Unattractive

Easy Hard

Satisfying Unsatisfying

You want to push your good habits toward the left side of the
spectrum by making them obvious, attractive, easy, and
satisfying. Meanwhile, you want to cluster your bad habits
toward the right side by making them invisible, unattractive,
hard, and unsatisfying.

This is a continuous process. There is no finish line. There is no

permanent solution. Whenever you’re looking to improve, you can
rotate through the Four Laws of Behavior Change until you find the
next bottleneck. Make it obvious. Make it attractive. Make it easy.
Make it satisfying. Round and round. Always looking for the next
way to get 1 percent better.
The secret to getting results that last is to never stop making
improvements. It’s remarkable what you can build if you just don’t
stop. It’s remarkable the business you can build if you don’t stop
working. It’s remarkable the body you can build if you don’t stop
training. It’s remarkable the knowledge you can build if you don’t
stop learning. It’s remarkable the fortune you can build if you don’t
stop saving. It’s remarkable the friendships you can build if you
don’t stop caring. Small habits don’t add up. They compound.
That’s the power of atomic habits. Tiny changes. Remarkable
results.
Appendix
 What Should You Read Next?

T HANK YOU SO much for taking the time to read this book. It has
been a pleasure sharing my work with you. If you are looking for
something to read next, allow me to offer a suggestion.
If you enjoyed Atomic Habits, then you may like my other
writing as well. My latest articles are sent out in my free weekly
newsletter. Subscribers are also the first to hear about my newest
books and projects. Finally, in addition to my own work, each year I
send out a reading list of my favorite books from other authors on a
wide range of subjects.
You can sign up at:
jamesclear.com/newsletter
 Little Lessons from the Four Laws

I N THIS BOOK,
I have introduced a four-step model for human
behavior: cue, craving, response, reward. This framework not only
teaches us how to create new habits but also reveals some
interesting insights about human behavior.

Problem phase
1. Cue
2. Craving
Solution phase
3. Response
4. Reward

In this section, I have compiled some lessons (and a few bits of

common sense) that are confirmed by the model. The purpose of
these examples is to clarify just how useful and wide-ranging this
framework is when describing human behavior. Once you
understand the model, you’ll see examples of it everywhere.
Awareness comes before desire. A craving is created when
you assign meaning to a cue. Your brain constructs an emotion or
feeling to describe your current situation, and that means a craving
can only occur after you have noticed an opportunity.
Happiness is simply the absence of desire. When you
observe a cue, but do not desire to change your state, you are
content with the current situation. Happiness is not about the
achievement of pleasure (which is joy or satisfaction), but about the
lack of desire. It arrives when you have no urge to feel differently.
Happiness is the state you enter when you no longer want to change
your state.
 However, happiness is fleeting because a new desire always
comes along. As Caed Budris says, “Happiness is the space between
one desire being fulfilled and a new desire forming.” Likewise,
suffering is the space between craving a change in state and getting
it.
It is the idea of pleasure that we chase. We seek the image
of pleasure that we generate in our minds. At the time of action, we
do not know what it will be like to attain that image (or even if it will
satisfy us). The feeling of satisfaction only comes afterward. This is
what the Austrian neurologist Victor Frankl meant when he said
that happiness cannot be pursued, it must ensue. Desire is pursued.
Pleasure ensues from action.
Peace occurs when you don’t turn your observations
into problems. The first step in any behavior is observation. You
notice a cue, a bit of information, an event. If you do not desire to
act on what you observe, then you are at peace.
Craving is about wanting to fix everything. Observation without
craving is the realization that you do not need to fix anything. Your
desires are not running rampant. You do not crave a change in state.
Your mind does not generate a problem for you to solve. You’re
simply observing and existing.
With a big enough why you can overcome any how.
Friedrich Nietzsche, the German philosopher and poet, famously
wrote, “He who has a why to live for can bear almost any how.” This
phrase harbors an important truth about human behavior. If your
motivation and desire are great enough (that is, why are you are
acting), you’ll take action even when it is quite difficult. Great
craving can power great action—even when friction is high.
Being curious is better than being smart. Being motivated
and curious counts for more than being smart because it leads to
action. Being smart will never deliver results on its own because it
doesn’t get you to act. It is desire, not intelligence, that prompts
behavior. As Naval Ravikant says, “The trick to doing anything is
first cultivating a desire for it.”
Emotions drive behavior. Every decision is an emotional
decision at some level. Whatever your logical reasons are for taking
action, you only feel compelled to act on them because of emotion.
In fact, people with damage to emotional centers of the brain can
list many reasons for taking action but still will not act because they
do not have emotions to drive them. This is why craving comes
before response. The feeling comes first, and then the behavior.
We can only be rational and logical after we have been
emotional. The primary mode of the brain is to feel; the secondary
mode is to think. Our first response—the fast, nonconscious portion
of the brain—is optimized for feeling and anticipating. Our second
response—the slow, conscious portion of the brain—is the part that
does the “thinking.”
Psychologists refer to this as System 1 (feelings and rapid
judgments) versus System 2 (rational analysis). The feeling comes
first (System 1); the rationality only intervenes later (System 2).
This works great when the two are aligned, but it results in illogical
and emotional thinking when they are not.
Your response tends to follow your emotions. Our
thoughts and actions are rooted in what we find attractive, not
necessarily in what is logical. Two people can notice the same set of
facts and respond very differently because they run those facts
through their unique emotional filter. This is one reason why
appealing to emotion is typically more powerful than appealing to
reason. If a topic makes someone feel emotional, they will rarely be
interested in the data. This is why emotions can be such a threat to
wise decision making.
Put another way: most people believe that the reasonable
response is the one that benefits them: the one that satisfies their
desires. To approach a situation from a more neutral emotional
position allows you to base your response on the data rather than
the emotion.
Suffering drives progress. The source of all suffering is the
desire for a change in state. This is also the source of all progress.
The desire to change your state is what powers you to take action. It
is wanting more that pushes humanity to seek improvements,
develop new technologies, and reach for a higher level. With
craving, we are dissatisfied but driven. Without craving, we are
satisfied but lack ambition.
Your actions reveal how badly you want something. If
you keep saying something is a priority but you never act on it, then
you don’t really want it. It’s time to have an honest conversation
with yourself. Your actions reveal your true motivations.
Reward is on the other side of sacrifice. Response
(sacrifice of energy) always precedes reward (the collection of
resources). The “runner’s high” only comes after the hard run. The
reward only comes after the energy is spent.
Self-control is difficult because it is not satisfying. A
reward is an outcome that satisfies your craving. This makes self-
control ineffective because inhibiting our desires does not usually
resolve them. Resisting temptation does not satisfy your craving; it
just ignores it. It creates space for the craving to pass. Self-control
requires you to release a desire rather than satisfy it.
Our expectations determine our satisfaction. The gap
between our cravings and our rewards determines how satisfied we
feel after taking action. If the mismatch between expectations and
outcomes is positive (surprise and delight), then we are more likely
to repeat a behavior in the future. If the mismatch is negative
(disappointment and frustration), then we are less likely to do so.
For example, if you expect to get $10 and get $100, you feel great.
If you expect to get $100 and get $10, you feel disappointed. Your
expectation changes your satisfaction. An average experience
preceded by high expectations is a disappointment. An average
experience preceded by low expectations is a delight. When liking
and wanting are approximately the same, you feel satisfied.

Satisfaction = Liking – Wanting

This is the wisdom behind Seneca’s famous quote, “Being poor is

not having too little, it is wanting more.” If your wants outpace your
likes, you’ll always be unsatisfied. You’re perpetually putting more
weight on the problem than the solution.
Happiness is relative. When I first began sharing my writing
publicly it took me three months to get one thousand subscribers.
When I hit that milestone, I told my parents and my girlfriend. We
celebrated. I felt excited and motivated. A few years later, I realized
that one thousand people were signing up each day. And yet I didn’t
even think to tell anyone. It felt normal. I was getting results ninety
times faster than before but experiencing little pleasure over it. It
wasn’t until a few days later that I realized how absurd it was that I
wasn’t celebrating something that would have seemed like a pipe
dream just a few years before.
The pain of failure correlates to the height of
expectation. When desire is high, it hurts to not like the outcome.
Failing to attain something you want hurts more than failing to
attain something you didn’t think much about in the first place. This
is why people say, “I don’t want to get my hopes up.”
Feelings come both before and after the behavior. Before
acting, there is a feeling that motivates you to act—the craving. After
acting, there is a feeling that teaches you to repeat the action in the
future—the reward.

Cue > Craving (Feeling) > Response > Reward (Feeling)

How we feel influences how we act, and how we act influences

how we feel.
Desire initiates. Pleasure sustains. Wanting and liking are
the two drivers of behavior. If it’s not desirable, you have no reason
to do it. Desire and craving are what initiate a behavior. But if it’s
not enjoyable, you have no reason to repeat it. Pleasure and
satisfaction are what sustain a behavior. Feeling motivated gets you
to act. Feeling successful gets you to repeat.
Hope declines with experience and is replaced by
acceptance. The first time an opportunity arises, there is hope of
what could be. Your expectation (cravings) is based solely on
promise. The second time around, your expectation is grounded in
reality. You begin to understand how the process works and your
hope is gradually traded for a more accurate prediction and
acceptance of the likely outcome.
This is one reason why we continually grasp for the latest get-
rich-quick or weight-loss scheme. New plans offer hope because we
don’t have any experiences to ground our expectations. New
strategies seem more appealing than old ones because they can have
unbounded hope. As Aristotle noted, “Youth is easily deceived
because it is quick to hope.” Perhaps this can be revised to “Youth is
easily deceived because it only hopes.” There is no experience to
root the expectation in. In the beginning, hope is all you have.
 How to Apply These Ideas to Business

O VER THE YEARS, I’ve spoken at Fortune 500 companies and

growing start-ups about how to apply the science of small
habits to run more effective businesses and build better products.
I’ve compiled many of the most practical strategies into a short
bonus chapter. I think you’ll find it to be an incredibly useful
addition to the main ideas mentioned in Atomic Habits.

You can download this chapter at: atomichabits.com/business

 How to Apply These Ideas to Parenting

O NE OF THE most common questions I hear from readers is

something along the lines of, “How can I get my kids to do this
stuff?” The ideas in Atomic Habits are intended to apply broadly to
all of human behavior (teenagers are humans, too), which means
you should find plenty of useful strategies in the main text. That
said, parenting does face its own set of challenges. As a bonus
chapter, I’ve put together a brief guide on how to apply these ideas
specifically to parenting.

You can download this chapter at: atomichabits.com/parenting

 Acknowledgments

I HAVE RELIED HEAVILY onothers during the creation of this book.

Before anyone else, I must thank my wife, Kristy, who has been
indispensable throughout this process. She has played every role a
person can play in the writing of a book: spouse, friend, fan, critic,
editor, researcher, therapist. It is no exaggeration to say this book
would not be the same without her. It might not exist at all. Like
everything in our life, we did it together.
Second, I am grateful to my family, not only for their support and
encouragement on this book but also for believing in me no matter
what project I happen to be working on. I have benefited from many
years of support from my parents, grandparents, and siblings. In
particular, I want my mom and dad to know that I love them. It is a
special feeling to know that your parents are your greatest fans.
Third, to my assistant, Lyndsey Nuckols. At this point, her job
defies description as she has been asked to do nearly everything one
could imagine for a small business. Thankfully, her skills and talents
are more powerful than my questionable management style. Some
sections of this book are as much hers as they are mine. I am deeply
grateful for her help.
As for the content and writing of the book, I have a long list of
people to thank. To start, there are a few people from whom I have
learned so much that it would be a crime to not mention them by
name. Leo Babauta, Charles Duhigg, Nir Eyal, and BJ Fogg have
each influenced my thoughts on habits in meaningful ways. Their
work and ideas can be found sprinkled throughout this text. If you
enjoyed this book, I’d encourage you to read their writing as well.
At various stages of writing, I benefited from the guidance of
many fine editors. Thanks to Peter Guzzardi for walking me through
the early stages of the writing process and for a kick in the pants
when I really needed it. I am indebted to Blake Atwood and Robin
Dellabough for transforming my ugly and insanely long first drafts
into a tight, readable manuscript. And I am thankful to Anne
Barngrover for her ability to add a little class and poetic style to my
writing.
I’d like to thank the many people who read early versions of the
manuscript, including Bruce Ammons, Darcey Ansell, Tim Ballard,
Vishal Bhardwaj, Charlotte Blank, Jerome Burt, Sim Campbell, Al
Carlos, Nicky Case, Julie Chang, Jason Collins, Debra Croy, Roger
Dooley, Tiago Forte, Matt Gartland, Andrew Gierer, Randy Giffen,
Jon Giganti, Adam Gilbert, Stephan Guyenet, Jeremy Hendon, Jane
Horvath, Joakim Jansson, Josh Kaufman, Anne Kavanagh, Chris
Klaus, Zeke Lopez, Cady Macon, Cyd Madsen, Kiera McGrath, Amy
Mitchell, Anna Moise, Stacey Morris, Tara-Nicholle Nelson, Taylor
Pearson, Max Shank, Trey Shelton, Jason Shen, Jacob Zangelidis,
and Ari Zelmanow. The book benefited greatly from your feedback.
To the team at Avery and Penguin Random House who made this
book a reality, thank you. I owe a debt of special thanks to my
publisher, Megan Newman, for her endless patience as I continually
pushed back deadlines. She gave me the space I needed to create a
book I was proud of and championed my ideas at every step. To
Nina, for her ability to transform my writing while still retaining my
original message. To Lindsay, Farin, Casey, and the rest of the PRH
team for spreading the message of this book to more people than I
could ever reach on my own. To Pete Garceau, for designing a
beautiful cover for this book.
And to my agent, Lisa DiMona, for her guidance and insight at
every step of the publishing process.
To the many friends and family members who asked “How’s the
book going?” and offered a word of encouragement when I
inevitably replied “Slowly”—thank you. Every author faces a few
dark moments when writing a book, and one kind word can be
enough to get you to show up again the next day.
I am sure there are people I have forgotten, but I keep an
updated list of anyone who has influenced my thinking in
meaningful ways at jamesclear.com/thanks.
And finally, to you. Life is short and you have shared some of
your precious time with me by reading this book. Thank you.
—May 2018
 Notes

I N THIS SECTION,I have included a detailed list of notes, references,

and citations for each chapter in the book. I trust that most
readers will find this list to be sufficient. However, I also realize that
scientific literature changes over time and the references for this
book may need to be updated. Furthermore, I fully expect that I
have made a mistake somewhere in this book—either in attributing
an idea to the wrong person or not giving credit to someone where it
is due. (If you believe this to be the case, please email me at
[email protected] so I can fix the issue as soon as possible.)
In addition to the notes below, you can find a full list of updated
endnotes and corrections at atomichabits.com/endnotes.

INTRODUCTION
We all deal with setbacks: What about luck, you might ask? Luck matters,
certainly. Habits are not the only thing that influence your success, but
they are probably the most important factor that is within your control.
And the only self-improvement strategy that makes any sense is to focus
on what you can control.
The entrepreneur and investor Naval Ravikant: Naval Ravikant
(@naval), “To write a great book, you must first become the book,”
Twitter, May 15, 2018,
https://twitter.com/naval/status/996460948029362176.
“stimulus, response, reward”: B. F. Skinner, The Behavior of Organisms
(New York: Appleton-Century-Crofts, 1938).
“cue, routine, reward”: Charles Duhigg, The Power of Habit: Why We Do
What We Do in Life and Business (New York: Random House, 2014).

CHAPTER 1
just a single gold medal at the Olympic Games: Matt Slater, “How GB
Cycling Went from Tragic to Magic,” BBC Sport, April 14, 2008,
http://news.bbc.co.uk/sport2/hi/olympics/cycling/7534073.stm.
the Tour de France: Tom Fordyce, “Tour de France 2017: Is Chris Froome
Britain’s Least Loved Great Sportsman?” BBC Sport, July 23, 2017,
https://www.bbc.com/sport/cycling/40692045.

one of the top bike manufacturers in Europe refused to sell bikes:

one of the top bike manufacturers in Europe refused to sell bikes:
Richard Moore, Mastermind: How Dave Brailsford Reinvented the
Wheel (Glasgow: BackPage Press, 2013).
“The whole principle came from the idea”: Matt Slater, “Olympics
Cycling: Marginal Gains Underpin Team GB Dominance,” BBC, August 8,
2012, https://www.bbc.com/sport/olympics/19174302.
Brailsford and his coaches began by making small adjustments: Tim
Harford, “Marginal Gains Matter but Gamechangers Transform,” Tim
Harford, April 2017, http://timharford.com/2017/04/marginal-gains-
matter-but-gamechangers-transform.
they even painted the inside of the team truck white: Eben Harrell,
“How 1% Performance Improvements Led to Olympic Gold,” Harvard
Business Review, October 30, 2015, https://hbr.org/2015/10/how-1-
performance-improvements-led-to-olympic-gold; Kevin Clark, “How a
Cycling Team Turned the Falcons Into NFC Champions,” The Ringer,
September 12, 2017,
https://www.theringer.com/nfl/2017/9/12/16293216/atlanta-falcons-
thomas-dimitroff-cycling-team-sky.
Just five years after Brailsford took over: Technically, the British riders
won 57 percent of the road and track cycling medals at the 2008
Olympics. Fourteen gold medals were available in road and track cycling
events. The Brits won eight of them.
the Brits raised the bar: “World and Olympic Records Set at the 2012
Summer Olympics,” Wikipedia, December 8, 2017,
https://en.wikipedia.org/wiki/World_and_Olympic_records_set_at_the_2012_Summ
Bradley Wiggins became the first British cyclist: Andrew Longmore,
“Bradley Wiggins,” Encyclopaedia Britannica,
https://www.britannica.com/biography/Bradley-Wiggins, last modified
April 21, 2018.
Chris Froome won: Karen Sparks, “Chris Froome,” Encyclopaedia
Britannica, https://www.britannica.com/biography/Chris-Froome, last
modified October 23, 2017.
During the ten-year span from 2007 to 2017: “Medals won by the Great
Britain Cycling Team at world championships, Olympic Games and
Paralympic Games since 2000,” British Cycling,
https://www.britishcycling.org.uk/gbcyclingteam/article/Gbrst_gb-
cyclingteam-GB-Cycling-Team-Medal-History—0?
c=EN#K0dWAPjq84CV8Wzw.99, accessed June 8, 2018.
you’ll end up thirty-seven times better: Jason Shen, an entrepreneur and
writer, received an early look at this book. After reading this chapter, he
remarked: “If the gains were linear, you’d predict to be 3.65x better off.
But because it is exponential, the improvement is actually 10x greater.”
April 3, 2018.
Habits are the compound interest: Many people have noted how habits
multiply over time. Here are some of my favorite articles and books on
the subject: Leo Babauta, “The Power of Habit Investments,” Zen Habits,
January 28, 2013, https://zenhabits.net/bank; Morgan Housel, “The
Freakishly Strong Base,” Collaborative Fund, October 31, 2017,
 http://www.collaborativefund.com/blog/the-freakishly-strong-base;
Darren Hardy, The Compound Effect (New York: Vanguard Press, 2012).
Accomplishing one extra task: As Sam Altman says, “A small productivity
gain, compounded over 50 years, is worth a lot.” “Productivity,” Sam
Altman. April 10, 2018, http://blog.samaltman.com/productivity.
Habits are a double-edged sword: I’d like to credit Jason Hreha with
originally describing habits to me in this way. Jason Hreha (@jhreha),
“They’re a double edged sword,” Twitter, February 21, 2018,
https://twitter.com/jhreha/status/966430907371433984.
The more tasks you can handle without thinking: Michael (@mmay3r),
“The foundation of productivity is habits. The more you do automatically,
the more you’re subsequently freed to do. This effect compounds,”
Twitter, April 10, 2018,
https://twitter.com/mmay3r/status/983837519274889216.
each book you read not only teaches: This idea—that learning new ideas
increases the value of your old ideas—is something I first heard about
from Patrick O’Shaughnessy, who writes, “This is why knowledge
compounds. Old stuff that was a 4/10 in value can become a 10/10,
unlocked by another book in the future.”
http://investorfieldguide.com/reading-tweet-storm.
Cancer spends 80 percent of its life undetectable: “How to Live a
Longer, Higher Quality Life, with Peter Attia, M.D.,” Investor’s Field
Guide, March 7, 2017, http://investorfieldguide.com/attia.
The San Antonio Spurs: Matt Moore, “NBA Finals: A Rock, Hammer and
Cracking of Spurs’ Majesty in Game 7,” CBS Sports, June 21, 2013,
https://www.cbssports.com/nba/news/nba-finals-a-rock-hammer-and-
cracking-of-spurs-majesty-in-game-7.
Inspiration for this drawing came from a tweet titled “Deception of linear vs
exponential” by @MlichaelW. May 19, 2018.
https://twitter.com/MlichaelW/status/997878086132817920.
The seed of every habit: This paragraph was inspired by a quote from Mr.
Mircea, an account on Twitter, who wrote, “each habit began its life as a
single decision.” https://twitter.com/mistermircea.
the goal cannot be what differentiates the winners from the losers:
Hat tip to CrossFit coach Ben Bergeron for inspiring this quote during a
conversation I had with him on February 28, 2017.
You fall to the level of your systems: This line was inspired by the
following quote from Archilochus: “We don’t rise to the level of our
expectations, we fall to the level of our training.”

CHAPTER 2
You can imagine them like the layers of an onion: Hat tip to Simon
Sinek. His “Golden Circle” framework is similar in design, but discusses
different topics. For more, see Simon Sinek, Start with Why: How Great
Leaders Inspire Everyone to Take Action (London: Portfolio/Penguin,
2013), 37.
I resolved to stop chewing my nails: The quotes used in this section are
presented as a conversation for reading clarity, but were originally written
 by Clark. See: Brian Clark, “The Powerful Psychological Boost that Helps
You Make and Break Habits,” Further, November 14, 2017,
https://further.net/pride-habits.
Research has shown that once a person: Christopher J. Bryan et al.,
“Motivating Voter Turnout by Invoking the Self,” Proceedings of the
National Academy of Sciences 108, no. 31 (2011): 12653–12656.
There is internal pressure: Leon Festinger, A Theory of Cognitive
Dissonance (Stanford, CA: Stanford University Press, 1957).
Your identity is literally your “repeated beingness”: Technically,
identidem is a word belonging to the Late Latin language. Also, thanks to
Tamar Shippony, a reader of jamesclear.com, who originally told me
about the etymology of the word identity, which she looked up in the
American Heritage Dictionary.
We change bit by bit: This is another reason atomic habits are such an
effective form of change. If you change your identity too quickly and
become someone radically different overnight, then you feel as if you lose
your sense of self. But if you update and expand your identity gradually,
you will find yourself reborn into someone totally new and yet still
familiar. Slowly—habit by habit, vote by vote—you become accustomed to
your new identity. Atomic habits and gradual improvement are the keys
to identity change without identity loss.

CHAPTER 3
Edward Thorndike conducted an experiment: Peter Gray, Psychology,
6th ed. (New York: Worth, 2011), 108–109.
“by some simple act, such as pulling at a loop of cord”: Edward L.
Thorndike, “Animal Intelligence: An Experimental Study of the
Associative Processes in Animals,” Psychological Review: Monograph
Supplements 2, no. 4 (1898), doi:10.1037/h0092987.
“behaviors followed by satisfying consequences”: This is an abbreviated
version of the original quote from Thorndike, which reads: “responses
that produce a satisfying effect in a particular situation become more
likely to occur again in that situation, and responses that produce a
discomforting effect become less likely to occur again in that situation.”
For more, see Peter Gray, Psychology, 6th ed. (New York: Worth, 2011),
108–109.
Neurological activity in the brain is high: Charles Duhigg, The Power of
Habit: Why We Do What We Do in Life and Business (New York:
Random House, 2014), 15; Ann M. Graybiel, “Network-Level
Neuroplasticity in Cortico-Basal Ganglia Pathways,” Parkinsonism and
Related Disorders 10, no. 5 (2004),
doi:10.1016/j.parkreldis.2004.03.007.
“Habits are, simply, reliable solutions”: Jason Hreha, “Why Our
Conscious Minds Are Suckers for Novelty,” Revue,
https://www.getrevue.co/profile/jason/issues/why-our-conscious-
minds-are-suckers-for-novelty-54131, accessed June 8, 2018.
As habits are created: John R. Anderson, “Acquisition of Cognitive Skill,”
Psychological Review 89, no. 4 (1982), doi:10.1037/0033–
 295X.89.4.369.
the brain remembers the past: Shahram Heshmat, “Why Do We
Remember Certain Things, But Forget Others,” Psychology Today,
October 8, 2015, https://www.psychologytoday.com/us/blog/science-
choice/201510/why-do-we-remember-certain-things-forget-others.
the conscious mind is the bottleneck: William H. Gladstones, Michael A.
Regan, and Robert B. Lee, “Division of Attention: The Single-Channel
Hypothesis Revisited,” Quarterly Journal of Experimental Psychology
Section A 41, no. 1 (1989), doi:10.1080/14640748908402350.
the conscious mind likes to pawn off tasks: Daniel Kahneman, Thinking,
Fast and Slow (New York: Farrar, Straus and Giroux, 2015).
Habits reduce cognitive load: John R. Anderson, “Acquisition of Cognitive
Skill,” Psychological Review 89, no. 4 (1982), doi:10.1037/0033–
295X.89.4.369.
Feelings of pleasure and disappointment: Antonio R. Damasio, The
Strange Order of Things: Life, Feeling, and the Making of Cultures (New
York: Pantheon Books, 2018); Lisa Feldman Barrett, How Emotions Are
Made (London: Pan Books, 2018).

CHAPTER 4
The psychologist Gary Klein: I originally heard about this story from Daniel
Kahneman, but it was confirmed by Gary Klein in an email on March 30,
2017. Klein also covers the story in his own book, which uses slightly
different quotes: Gary A. Klein, Sources of Power: How People Make
Decisions (Cambridge, MA: MIT Press, 1998), 43–44.
military analysts can identify which blip on a radar screen: Gary A.
Klein, Sources of Power: How People Make Decisions (Cambridge, MA:
MIT Press, 1998), 38–40.
Museum curators have been known to discern: The story of the Getty
kouros, covered in Malcolm Gladwell’s book Blink, is a famous example.
The sculpture, initially believed to be from ancient Greece, was purchased
for $10 million. The controversy surrounding the sculpture happened
later when one expert identified it as a forgery upon first glance.
Experienced radiologists can look at a brain scan: Siddhartha
Mukherjee, “The Algorithm Will See You Now,” New Yorker, April 3,
2017, https://www.newyorker.com/magazine/2017/04/03/ai-versus-md.
The human brain is a prediction machine: The German physician
Hermann von Helmholtz developed the idea of the brain being a
“prediction machine.”
the clerk swiped the customer’s actual credit card: Helix van Boron,
“What’s the Dumbest Thing You’ve Done While Your Brain Is on
Autopilot,” Reddit, August 21, 2017,
https://www.reddit.com/r/AskReddit/comments/6v1t91/whats_the_dumbest_thing_
she kept asking coworkers if they had washed their hands:
SwordOfTheLlama, “What Strange Habits Have You Picked Up from Your
Line of Work,” Reddit, January 4, 2016,
https://www.reddit.com/r/AskReddit/comments/3zckq6/what_strange_habits_have_

story of a man who had spent years working as a lifeguard:

story of a man who had spent years working as a lifeguard:
SwearImaChick, “What Strange Habits Have You Picked Up from Your
Line of Work,” Reddit, January 4, 2016,
https://www.reddit.com/r/AskReddit/comments/3zckq6/what_strange_habits_have_
“Until you make the unconscious conscious”: Although this quote by
Jung is popular, I had trouble tracking down the original source. It’s
probably a paraphrase of this passage: “The psychological rule says that
when an inner situation is not made conscious, it happens outside, as
fate. That is to say, when the individual remains undivided and does not
become conscious of his inner opposite, the world must perforce act out
the conflict and be torn into opposing halves.” For more, see C. G. Jung,
Aion: Researches into the Phenomenology of the Self (Princeton, NJ:
Princeton University Press, 1959), 71.
Pointing-and-Calling reduces errors: Alice Gordenker, “JR Gestures,”
Japan Times, October 21, 2008,
https://www.japantimes.co.jp/news/2008/10/21/reference/jr-
gestures/#.WvIG49Mvzu1.
The MTA subway system in New York City: Allan Richarz, “Why Japan’s
Rail Workers Can’t Stop Pointing at Things,” Atlas Obscura, March 29,
2017, https://www.atlasobscura.com/articles/pointing-and-calling-
japan-trains.

CHAPTER 5
researchers in Great Britain began working: Sarah Milne, Sheina Orbell,
and Paschal Sheeran, “Combining Motivational and Volitional
Interventions to Promote Exercise Participation: Protection Motivation
Theory and Implementation Intentions,” British Journal of Health
Psychology 7 (May 2002): 163–184.
implementation intentions are effective: Peter Gollwitzer and Paschal
Sheeran, “Implementation Intentions and Goal Achievement: A Meta‐
Analysis of Effects and Processes,” Advances in Experimental Social
Psychology 38 (2006): 69–119.
writing down the exact time and date of when you will get a flu shot:
Katherine L. Milkman, John Beshears, James J. Choi, David Laibson, and
Brigitte C. Madrian, “Using Implementation Intentions Prompts to
Enhance Influenza Vaccination Rates,” Proceedings of the National
Academy of Sciences 108, no. 26 (June 2011): 10415–10420.
recording the time of your colonoscopy appointment: Katherine L.
Milkman, John Beshears, James J. Choi, David Laibson, and Brigitte C.
Madrian, “Planning Prompts as a Means of Increasing Preventive
Screening Rates,” Preventive Medicine 56, no. 1 (January 2013): 92–93.
voter turnout increases: David W. Nickerson and Todd Rogers, “Do You
Have a Voting Plan? Implementation Intentions, Voter Turnout, and
Organic Plan Making,” Psychological Science 21, no. 2 (2010): 194–199.
Other successful government programs: “Policymakers around the World
Are Embracing Behavioural Science,” The Economist, May 18, 2017,
https://www.economist.com/news/international/21722163-
 experimental-iterative-data-driven-approach-gaining-ground-
policymakers-around.
people who make a specific plan for when and where: Edwin Locke and
Gary Latham, “Building a Practically Useful Theory of Goal Setting and
Task Motivation: A 35-Year Odyssey,” American Psychologist 57, no. 9
(2002): 705–717, doi:10.1037//0003–066x.57.9.705.
hope is usually higher: Hengchen Dai, Katherine L. Milkman, and Jason
Riis, “The Fresh Start Effect: Temporal Landmarks Motivate Aspirational
Behavior,” PsycEXTRA Dataset, 2014, doi:10.1037/e513702014–058.
writer Jason Zweig noted: Jason Zweig, “Elevate Your Financial IQ: A Value
Packed Discussion with Jason Zweig,” interview by Shane Parrish, The
Knowledge Project, Farnam Street, audio,
https://www.fs.blog/2015/10/jason-zweig-knowledge-project.
many ways to use implementation intentions: For the term habit
stacking, I am indebted to S. J. Scott, who wrote a book by the same
name. From what I understand, his concept is slightly different, but I like
the term and thought it appropriate to use in this chapter. Previous
writers such as Courtney Carver and Julien Smith have also used the term
habit stacking, but in different contexts.
The French philosopher Denis Diderot: “Denis Diderot,” New World
Encyclopedia,
http://www.newworldencyclopedia.org/entry/Denis_Diderot, last
modified October 26, 2017.
acquired a scarlet robe: Encyclopædia Britannica, vol. 8 (1911), s.v. “Denis
Diderot.” Diderot’s scarlet robe is frequently described as a gift from a
friend. However, I could find no original source claiming it was a gift nor
any mention of the friend who supplied the robe. If you happen to know
any historians specializing in robe acquisitions, feel free to point them my
way so we can clarify the mystery of the source of Diderot’s famous scarlet
robe.
“no more coordination, no more unity, no more beauty”: Denis
Diderot, “Regrets for My Old Dressing Gown,” trans. Mitchell Abidor,
2005,
https://www.marxists.org/reference/archive/diderot/1769/regrets.htm.
The Diderot Effect states: Juliet Schor, The Overspent American: Why We
Want What We Don’t Need (New York: HarperPerennial, 1999).
which was created by BJ Fogg: In this chapter, I used the term habit
stacking to refer to linking a new habit to an old one. For this idea, I give
credit to BJ Fogg. In his work, Fogg uses the term anchoring to describe
this approach because your old habit acts as an “anchor” that keeps the
new one in place. No matter what term you prefer, I believe it is a very
effective strategy. You can learn more about Fogg’s work and his Tiny
Habits Method at https://www.tinyhabits.com.
“One in, one out”: Dev Basu (@devbasu), “Have a one-in-one-out policy
when buying things,” Twitter, February 11, 2018,
https://twitter.com/devbasu/status/962778141965000704.

CHAPTER 6
Anne Thorndike: Anne N. Thorndike et al., “A 2-Phase Labeling and Choice
Architecture Intervention to Improve Healthy Food and Beverage
Choices,” American Journal of Public Health 102, no. 3 (2012),
doi:10.2105/ajph.2011.300391.
choose products not because of what they are: Multiple research studies
have shown that the mere sight of food can make us feel hungry even
when we don’t have actual physiological hunger. According to one
researcher, “dietary behaviors are, in large part, the consequence of
automatic responses to contextual food cues.” For more, see D. A. Cohen
and S. H. Babey, “Contextual Influences on Eating Behaviours: Heuristic
Processing and Dietary Choices,” Obesity Reviews 13, no. 9 (2012),
doi:10.1111/j.1467–789x.2012.01001.x; and Andrew J. Hill, Lynn D.
Magson, and John E. Blundell, “Hunger and Palatability: Tracking
Ratings of Subjective Experience Before, during and after the
Consumption of Preferred and Less Preferred Food,” Appetite 5, no. 4
(1984), doi:10.1016/s0195–6663(84)80008–2.
Behavior is a function of the Person in their Environment: Kurt Lewin,
Principles of Topological Psychology (New York: McGraw-Hill, 1936).
Suggestion Impulse Buying: Hawkins Stern, “The Significance of Impulse
Buying Today,” Journal of Marketing 26, no. 2 (1962),
doi:10.2307/1248439.
45 percent of Coca-Cola sales: Michael Moss, “Nudged to the Produce Aisle
by a Look in the Mirror,” New York Times, August 27, 2013,
https://www.nytimes.com/2013/08/28/dining/wooing-us-down-the-
produce-aisle.html?_r=0.
People drink Bud Light because: The more exposure people have to food,
the more likely they are to purchase it and eat it. T. Burgoine et al.,
“Associations between Exposure to Takeaway Food Outlets, Takeaway
Food Consumption, and Body Weight in Cambridgeshire, UK: Population
Based, Cross Sectional Study,” British Medical Journal 348, no. 5 (2014),
doi:10.1136/bmj.g1464.
The human body has about eleven million sensory receptors: Timothy
D. Wilson, Strangers to Ourselves: Discovering the Adaptive
Unconscious (Cambridge, MA: Belknap Press, 2004), 24.
half of the brain’s resources are used on vision: B. R. Sheth et al.,
“Orientation Maps of Subjective Contours in Visual Cortex,” Science 274,
no. 5295 (1996), doi:10.1126/science.274.5295.2110.
When their energy use was obvious and easy to track: This story was
told to Donella Meadows at a conference in Kollekolle, Denmark, in 1973.
For more, see Donella Meadows and Diana Wright, Thinking in Systems:
A Primer (White River Junction, VT: Chelsea Green, 2015), 109.
the stickers cut bathroom cleaning costs: The actual estimate was 8
percent, but given the variables used, anywhere between 5 percent and 10
percent savings annually is a reasonable guess. Blake Evans-Pritchard,
“Aiming to Reduce Cleaning Costs,” Works That Work, Winter 2013,
https://worksthatwork.com/1/urinal-fly.
sleeping . . . was the only action that happened in that room:
“Techniques involving stimulus control have even been successfully used
 to help people with insomnia. In short, those who had trouble falling
asleep were told to only go to their room and lie in their bed when they
were tired. If they couldn’t fall asleep, they were told to get up and change
rooms. Strange advice, but over time, researchers found that by
associating the bed with ‘It’s time to go to sleep’ and not with other
activities (reading a book, just lying there, etc.), participants were
eventually able to quickly fall asleep due to the repeated process: it
became almost automatic to fall asleep in their bed because a successful
trigger had been created.” For more, see Charles M. Morin et al.,
“Psychological and Behavioral Treatment of Insomnia: Update of the
Recent Evidence (1998–2004),” Sleep 29, no. 11 (2006),
doi:10.1093/sleep/29.11.1398; and Gregory Ciotti, “The Best Way to
Change Your Habits? Control Your Environment,” Sparring Mind,
https://www.sparringmind.com/changing-habits.
habits can be easier to change in a new environment: S. Thompson, J.
Michaelson, S. Abdallah, V. Johnson, D. Morris, K. Riley, and A. Simms,
‘Moments of Change’ as Opportunities for Influencing Behaviour: A
Report to the Department for Environment, Food and Rural Affairs
(London: Defra, 2011), http://randd.defra.gov.uk/Document.aspx?
Document=MomentsofChangeEV0506FinalReport Nov2011(2).pdf.
when you step outside your normal environment: Various research
studies have found that it is easier to change your behavior when your
environment changes. For example, students change their television
watching habits when they transfer schools. Wendy Wood and David T.
Neal, “Healthy through Habit: Interventions for Initiating and
Maintaining Health Behavior Change,” Behavioral Science and Policy 2,
no. 1 (2016), doi:10.1353/bsp.2016.0008; W. Wood, L. Tam, and M. G.
Witt, “Changing Circumstances, Disrupting Habits,” Journal of
Personality and Social Psychology 88, no. 6 (2005), doi:10.1037/0022–
3514.88.6.918
You aren’t battling old environmental cues: Perhaps this is why 36
percent of successful changes in behavior were associated with a move to
a new place. Melissa Guerrero-Witt, Wendy Wood, and Leona Tam,
“Changing Circumstances, Disrupting Habits,” PsycEXTRA Dataset 88,
no. 6 (2005), doi:10.1037/e529412014–144.

CHAPTER 7
Follow-up research revealed that 35 percent of service members: Lee
N. Robins et al., “Vietnam Veterans Three Years after Vietnam: How Our
Study Changed Our View of Heroin,” American Journal on Addictions 19,
no. 3 (2010), doi:10.1111/j.1521–0391.2010.00046.x.
the creation of the Special Action Office of Drug Abuse Prevention:
“Excerpts from President’s Message on Drug Abuse Control,” New York
Times, June 18, 1971,
https://www.nytimes.com/1971/06/18/archives/excerpts-from-
presidents-message-on-drug-abuse-control.html.
nine out of ten soldiers who used heroin in Vietnam: Lee N. Robins,
Darlene H. Davis, and David N. Nurco, “How Permanent Was Vietnam
 Drug Addiction?” American Journal of Public Health 64, no. 12 (suppl.)
(1974), doi:10.2105/ajph.64.12_suppl.38.
90 percent of heroin users become re-addicted: Bobby P. Smyth et al.,
“Lapse and Relapse following Inpatient Treatment of Opiate
Dependence,” Irish Medical Journal 103, no. 6 (June 2010).
“disciplined” people are better at structuring their lives: Wilhelm
Hofmann et al., “Everyday Temptations: An Experience Sampling Study
on How People Control Their Desires,” PsycEXTRA Dataset 102, no. 6
(2012), doi:10.1037/e634112013–146.
It’s easier to practice self-restraint when you don’t have to use it:
“Our prototypical model of self-control is angel on one side and devil on
the other, and they battle it out. . . . We tend to think of people with
strong willpower as people who are able to fight this battle effectively.
Actually, the people who are really good at self-control never have these
battles in the first place.” For more, see Brian Resnick, “The Myth of Self-
Control,” Vox, November 24, 2016, https://www.vox.com/science-and-
health/2016/11/3/13486940/self-control-psychology-myth.
A habit that has been encoded in the mind is ready to be used: Wendy
Wood and Dennis Rünger, “Psychology of Habit,” Annual Review of
Psychology 67, no. 1 (2016), doi:10.1146/annurev-psych-122414–033417.
The cues were still internalized: “The Biology of Motivation and Habits:
Why We Drop the Ball,” Therapist Uncensored), 20:00,
http://www.therapistuncensored.com/biology-of-motivation-habits,
accessed June 8, 2018.
Shaming obese people with weight-loss presentations: Sarah E.
Jackson, Rebecca J. Beeken, and Jane Wardle, “Perceived Weight
Discrimination and Changes in Weight, Waist Circumference, and Weight
Status,” Obesity, 2014, doi:10.1002/oby.20891.
Showing pictures of blackened lungs to smokers: Kelly McGonigal, The
Upside of Stress: Why Stress Is Good for You, and How to Get Good at It
(New York: Avery, 2016), xv.
showing addicts a picture of cocaine for just thirty-three
milliseconds: Fran Smith, “How Science Is Unlocking the Secrets of
Addiction,” National Geographic, September 2017,
https://www.nationalgeographic.com/magazine/2017/09/the-addicted-
brain.

CHAPTER 8
Niko Tinbergen performed a series of experiments: Nikolaas
Tinbergen, The Herring Gull’s World (London: Collins, 1953); “Nikolaas
Tinbergen,” New World Encyclopedia,
http://www.newworldencyclopedia.org/entry/Nikolaas_Tinbergen, last
modified September 30, 2016.
the goose will pull any nearby round object: James L. Gould, Ethology:
The Mechanisms and Evolution of Behavior (New York: Norton, 1982),
36–41.
the modern food industry relies on stretching: Steven Witherly, Why
Humans Like Junk Food (New York: IUniverse, 2007).
Nearly every food in a bag: “Tweaking Tastes and Creating Cravings,” 60
Minutes, November 27, 2011. https://www.youtube.com/watch?
v=a7Wh3uq1yTc.
French fries . . . are a potent combination: Steven Witherly, Why
Humans Like Junk Food (New York: IUniverse, 2007).
such strategies enable food scientists to find the “bliss point”: Michael
Moss, Salt, Sugar, Fat: How the Food Giants Hooked Us (London: Allen,
2014).
“We’ve gotten too good at pushing our own buttons”: This quote
originally appeared in Stephan Guyenet, “Why Are Some People
‘Carboholics’?” July 26, 2017, http://www.stephanguyenet.com/why-are-
some-people-carboholics. The adapted version is given with permission
granted in an email exchange with the author in April 2018.
The importance of dopamine: “The importance of dopamine was
discovered by accident. In 1954, James Olds and Peter Milner, two
neuroscientists at McGill University, decided to implant an electrode deep
into the center of a rat’s brain. The precise placement of the electrode was
largely happenstance; at the time, the geography of the mind remained a
mystery. But Olds and Milner got lucky. They inserted the needle right
next to the nucleus accumbens (NAcc), a part of the brain that generates
pleasurable feelings. Whenever you eat a piece of chocolate cake, or listen
to a favorite pop song, or watch your favorite team win the World Series,
it is your NAcc that helps you feel so happy. But Olds and Milner quickly
discovered that too much pleasure can be fatal. They placed the electrodes
in several rodents’ brains and then ran a small current into each wire,
making the NAccs continually excited. The scientists noticed that the
rodents lost interest in everything. They stopped eating and drinking. All
courtship behavior ceased. The rats would just huddle in the corners of
their cages, transfixed by their bliss. Within days, all of the animals had
perished. They died of thirst. For more, see Jonah Lehrer, How We
Decide (Boston: Houghton Mifflin Harcourt, 2009).
neurological processes behind craving and desire: James Olds and
Peter Milner, “Positive Reinforcement Produced by Electrical Stimulation
of Septal Area and Other Regions of Rat Brain,” Journal of Comparative
and Physiological Psychology 47, no. 6 (1954), doi:10.1037/h0058775.
rats lost all will to live: Qun-Yong Zhou and Richard D. Palmiter,
“Dopamine-Deficient Mice Are Severely Hypoactive, Adipsic, and
Aphagic,” Cell 83, no. 7 (1995), doi:10.1016/0092–8674(95)90145–0.
without desire, action stopped: Kent C. Berridge, Isabel L. Venier, and
Terry E. Robinson, “Taste Reactivity Analysis of 6-Hydroxydopamine-
Induced Aphagia: Implications for Arousal and Anhedonia Hypotheses of
Dopamine Function,” Behavioral Neuroscience 103, no. 1 (1989),
doi:10.1037//0735–7044.103.1.36.
the mice developed a craving so strong: Ross A. Mcdevitt et al.,
“Serotonergic versus Nonserotonergic Dorsal Raphe Projection Neurons:
Differential Participation in Reward Circuitry,” Cell Reports 8, no. 6
(2014), doi:10.1016/j.cel rep.2014.08.037.

the average slot machine player: Natasha Dow Schüll, Addiction by

the average slot machine player: Natasha Dow Schüll, Addiction by
Design: Machine Gambling in Las Vegas (Princeton, NJ: Princeton
University Press, 2014), 55.
Habits are a dopamine-driven feedback loop: I first heard the term
dopamine-driven feedback loop from Chamath Palihapitiya. For more,
see “Chamath Palihapitiya, Founder and CEO Social Capital, on Money as
an Instrument of Change,” Stanford Graduate School of Business,
November 13, 2017, https://www.youtube.com/watch?v=PMotykw0SIk.
dopamine . . . plays a central role in many neurological processes:
Researchers later discovered that endorphins and opioids were
responsible for pleasure responses. For more, see V. S. Chakravarthy,
Denny Joseph, and Raju S. Bapi, “What Do the Basal Ganglia Do? A
Modeling Perspective,” Biological Cybernetics 103, no. 3 (2010),
doi:10.1007/s00422–010–0401-y.
dopamine is released not only when you experience pleasure:
Wolfram Schultz, “Neuronal Reward and Decision Signals: From Theories
to Data,” Physiological Reviews 95, no. 3 (2015),
doi:10.1152/physrev.00023.2014, fig. 8; Fran Smith, “How Science Is
Unlocking the Secrets of Addiction,” National Geographic, September
2017, https://www.nationalgeographic.com/magazine/2017/09/the-
addicted-brain.
whenever dopamine rises, so does your motivation: Dopamine compels
you to seek, explore, and take action: “Dopamine-energized, this
mesolimbic SEEKING system, arising from the ventral tegmental area
(VTA), encourages foraging, exploration, investigation, curiosity, interest
and expectancy. Dopamine fires each time the rat (or human) explores its
environment. . . . I can look at the animal and tell when I am tickling its
SEEKING system because it is exploring and sniffing.” For more, see
Karin Badt, “Depressed? Your ‘SEEKING’ System Might Not Be Working:
A Conversation with Neuroscientist Jaak Panksepp,” Huffington Post,
December 6, 2017, http://www.huffingtonpost.com/karin-
badt/depressed-your-seeking-sy_b_3616967.html.
the reward system that is activated in the brain: Wolfram Schultz,
“Multiple Reward Signals in the Brain,” Nature Reviews Neuroscience 1,
no. 3 (2000), doi:10.1038/35044563.
100 percent of the nucleus accumbens is activated during wanting:
Kent Berridge, conversation with author, March 8, 2017.
Byrne hacked his stationary bike: Hackster Staff, “Netflix and Cycle!,”
Hackster, July 12, 2017, https://blog.hackster.io/netflix-and-cycle-
1734d0179deb.
“eliminating obesity one Netflix binge at a time”: “Cycflix: Exercise
Powered Entertainment,” Roboro, July 8, 2017,
https://www.youtube.com/watch?v=-nc0irLB-iY.
“We see Thursday night as a viewership opportunity”: Jeanine Poggi,
“Shonda Rhimes Looks Beyond ABC’s Nighttime Soaps,” AdAge, May 16,
2016, http://adage.com/article/special-report-tv-upfront/shonda-
rhimes-abc-soaps/303996.
“more probable behaviors will reinforce less probable behaviors”:
Jon E. Roeckelein, Dictionary of Theories, Laws, and Concepts in
 Psychology (Westport, CT: Greenwood Press, 1998), 384.

CHAPTER 9
“A genius is not born, but is educated and trained”: Harold Lundstrom,
“Father of 3 Prodigies Says Chess Genius Can Be Taught,” Deseret News,
December 25, 1992,
https://www.deseretnews.com/article/266378/FATHER-OF-3-
PRODIGIES-SAYS-CHESS-GENIUS-CAN-BE-TAUGHT.html?pg=all.
We imitate the habits of three groups: Peter J. Richerson and Robert
Boyd, Not by Genes Alone: How Culture Transformed Human Evolution
(Chicago: University of Chicago Press, 2006).
“a person’s chances of becoming obese increased by 57 percent”:
Nicholas A. Christakis and James H. Fowler, “The Spread of Obesity in a
Large Social Network over 32 Years,” New England Journal of Medicine
357, no. 4 (2007), doi:10.1056/nejmsa066082. J. A. Stockman, “The
Spread of Obesity in a Large Social Network over 32 Years,” Yearbook of
Pediatrics 2009 (2009), doi:10.1016/s0084–3954(08)79134–6.
if one person in a relationship lost weight: Amy A. Gorin et al.,
“Randomized Controlled Trial Examining the Ripple Effect of a
Nationally Available Weight Management Program on Untreated
Spouses,” Obesity 26, no. 3 (2018), doi:10.1002/oby.22098.
Of the ten people in the class, four became astronauts: Mike
Massimino, “Finding the Difference Between ‘Improbable’ and
‘Impossible,’” interview by James Altucher, The James Altucher Show,
January 2017, https://jamesaltucher.com/2017/01/mike-massimino-i-
am-not-good-enough.
the higher your best friend’s IQ at age eleven or twelve: Ryan Meldrum,
Nicholas Kavish, and Brian Boutwell, “On the Longitudinal Association
Between Peer and Adolescent Intelligence: Can Our Friends Make Us
Smarter?,” PsyArXiv, February 10, 2018, doi:10.17605/OSF.IO/TVJ9Z.
Solomon Asch conducted a series of experiments: Harold Steere
Guetzkow, Groups, Leadership and Men: Research in Human Relations
(Pittsburgh, PA: Carnegie Press, 1951), 177–190.
By the end of the experiment, nearly 75 percent of the subjects:
Follow-up studies show that if there was just one actor in the group who
disagreed with the group, then the subject was far more likely to state
their true belief that the lines were different lengths. When you have an
opinion that dissents from the tribe, it is much easier to stand by it if you
have an ally. When you need the strength to stand up to the social norm,
find a partner. For more, see Solomon E. Asch, “Opinions and Social
Pressure,” Scientific American 193, no. 5 (1955),
doi:10.1038/scientificamerican1155–31; and William N. Morris and
Robert S. Miller, “The Effects of Consensus-Breaking and Consensus-
Preempting Partners on Reduction of Conformity,” Journal of
Experimental Social Psychology 11, no. 3 (1975), doi:10.1016/s0022–
1031(75)80023–0.
Nearly 75 percent of subjects made the incorrect choice at least once.
However, considering the total number of responses throughout the
 experiment, about two thirds were correct. Either way, the point stands:
group pressure can significantly alter our ability to make accurate
decisions.
a chimpanzee learns an effective way: Lydia V. Luncz, Giulia Sirianni,
Roger Mundry, and Christophe Boesch. “Costly culture: differences in
nut-cracking efficiency between wild chimpanzee groups.” Animal
Behaviour 137 (2018): 63–73.

CHAPTER 10
I wouldn’t say, “Because I need food to survive”: I heard a similar
example from the Twitter account, simpolism (@simpolism), “Let’s
extend this metaphor. If society is a human body, then the state is the
brain. Humans are unaware of their motives. If asked ‘why do you eat?’
you might say ‘bc food tastes good’ and not ‘bc I need food to survive.’
What might a state’s food be? (hint: are pills food?),” Twitter, May 7,
2018, https://twitter.com/simpolism/status/993632142700826624.
when emotions and feelings are impaired: Antoine Bechara et al.,
“Insensitivity to Future Consequences following Damage to Human
Prefrontal Cortex,” Cognition 50, no. 1–3 (1994), doi:10.1016/0010–
0277(94)90018–3.
As the neuroscientist Antonio Damasio: “When Emotions Make Better
Decisions—Antonio Damasio,” August 11, 2009.
https://www.youtube.com/watch?v=1wup_K2WN0I
You don’t “have” to. You “get” to: I am indebted to my college strength and
conditioning coach, Mark Watts, who originally shared this simple mind-
set shift with me.
“I’m not confined to my wheelchair”: RedheadBanshee, “What Is
Something Someone Said That Forever Changed Your Way of Thinking,”
Reddit, October 22, 2014,
https://www.reddit.com/r/AskReddit/comments/2jzn0j/what_is_something_someon
“It’s time to build endurance and get fast”: WingedAdventurer, “Instead
of Thinking ‘Go Run in the Morning,’ Think ‘Go Build Endurance and Get
Fast.’ Make Your Habit a Benefit, Not a Task,” Reddit, January 19, 2017,
https://www.reddit.com/r/selfimprovement/comments/5ovrqf/instead_of_thinking_
st=izmz9pks&sh=059312db.
“I’m getting an adrenaline rush to help me concentrate”: Alison Wood
Brooks, “Get Excited: Reappraising Pre-Performance Anxiety as
Excitement with Minimal Cues,” PsycEXTRA Dataset, June 2014,
doi:10.1037/e578192014–321; Caroline Webb, How to Have a Good Day
(London: Pan Books, 2017), 238. “Wendy Berry Mendes and Jeremy
Jamieson have conducted a number of studies [that] show that people
perform better when they decide to interpret their fast heartbeat and
breathing as ‘a resource that aids performance.’”
Ed Latimore, a boxer and writer: Ed Latimore (@EdLatimore), “Odd
realization: My focus and concentration goes up just by putting my
headphones [on] while writing. I don’t even have to play any music,”
Twitter, May 7, 2018,
https://twitter.com/EdLatimore/status/993496493171662849.
 CHAPTER 11
In the end, they had little to show for their efforts: This story comes
from page 29 of Art & Fear by David Bayles and Ted Orland. In an email
conversation with Orland on October 18, 2016, he explained the origins of
the story. “Yes, the ‘ceramics story’ in ‘Art & Fear’ is indeed true, allowing
for some literary license in the retelling. Its real-world origin was as a
gambit employed by photographer Jerry Uelsmann to motivate his
Beginning Photography students at the University of Florida. As retold in
‘Art & Fear’ it faithfully captures the scene as Jerry told it to me—except I
replaced photography with ceramics as the medium being explored.
Admittedly, it would’ve been easier to retain photography as the art
medium being discussed, but David Bayles (co-author) & I are both
photographers ourselves, and at the time we were consciously trying to
broaden the range of media being referenced in the text. The intriguing
thing to me is that it hardly matters what art form was invoked—the
moral of the story appears to hold equally true straight across the whole
art spectrum (and even outside the arts, for that matter).” Later in that
same email, Orland said, “You have our permission to reprint any or all of
the ‘ceramics’ passage in your forthcoming book.” In the end, I settled on
publishing an adapted version, which combines their telling of the
ceramics story with facts from the original source of Uelsmann’s
photography students. David Bayles and Ted Orland, Art & Fear:
Observations on the Perils (and Rewards) of Artmaking (Santa Cruz, CA:
Image Continuum Press, 1993), 29.
As Voltaire once wrote: Voltaire, La Bégueule. Conte Moral (1772).
long-term potentiation: Long-term potentiation was discovered by Terje
Lømo in 1966. More precisely, he discovered that when a series of signals
was repeatedly transmitted by the brain, there was a persistent effect that
lasted afterward that made it easier for those signals to be transmitted in
the future.
“Neurons that fire together wire together”: Donald O. Hebb, The
Organization of Behavior: A Neuropsychological Theory (New York:
Wiley, 1949).
In musicians, the cerebellum: S. Hutchinson, “Cerebellar Volume of
Musicians,” Cerebral Cortex 13, no. 9 (2003),
doi:10.1093/cercor/13.9.943.
Mathematicians, meanwhile, have increased gray matter: A. Verma,
“Increased Gray Matter Density in the Parietal Cortex of Mathematicians:
A Voxel-Based Morphometry Study,” Yearbook of Neurology and
Neurosurgery 2008 (2008), doi:10.1016/s0513–5117(08)79083–5.
When scientists analyzed the brains of taxi drivers in London:
Eleanor A. Maguire et al., “Navigation-Related Structural Change in the
Hippocampi of Taxi Drivers,” Proceedings of the National Academy of
Sciences 97, no. 8 (2000), doi:10.1073/pnas.070039597; Katherine
Woollett and Eleanor A. Maguire, “Acquiring ‘the Knowledge’ of London’s
Layout Drives Structural Brain Changes,” Current Biology 21, no. 24
(December 2011), doi:10.1016/j.cub.2011.11.018; Eleanor A. Maguire,
Katherine Woollett, and Hugo J. Spiers, “London Taxi Drivers and Bus
 Drivers: A Structural MRI and Neuropsychological Analysis,”
Hippocampus 16, no. 12 (2006), doi:10.1002/hipo.20233.
“the actions become so automatic”: George Henry Lewes, The Physiology
of Common Life (Leipzig: Tauchnitz, 1860).
repetition is a form of change: Apparently, Brian Eno says the same thing
in his excellent, creatively inspiring Oblique Strategies card set, which I
didn’t know when I wrote this line! Great minds and all that.
Automaticity is the ability to perform a behavior: Phillippa Lally et al.,
“How Are Habits Formed: Modelling Habit Formation in the Real
World,” European Journal of Social Psychology 40, no. 6 (2009),
doi:10.1002/ejsp.674.
habits form based on frequency, not time: Hermann Ebbinghaus was the
first person to describe learning curves in his 1885 book Über das
Gedächtnis. Hermann Ebbinghaus, Memory: A Contribution to
Experimental Psychology (United States: Scholar Select, 2016).

CHAPTER 12
this difference in shape played a significant role in the spread of
agriculture: Jared Diamond, Guns, Germs, and Steel: The Fates of
Human Societies (New York: Norton, 1997).
It is human nature to follow the Law of Least Effort: Deepak Chopra
uses the phrase “law of least effort” to describe one of his Seven Spiritual
Laws of Yoga. This concept is not related to the principle I am discussing
here.
a garden hose that is bent in the middle: This analogy is a modified
version of an idea Josh Waitzkin mentioned in his interview with Tim
Ferriss. “The Tim Ferriss Show, Episode 2: Josh Waitzkin,” May 2, 2014,
audio, https://soundcloud.com/tim-ferriss/the-tim-ferriss-show-
episode-2-josh-waitzkin.
“it took American workers three times as long to assemble their
sets”: James Surowiecki, “Better All the Time,” New Yorker, November
10, 2014, https://www.newyorker.com/magazine/2014/11/10/better-
time.
addition by subtraction: Addition by subtraction is an example of a larger
principle known as inversion, which I have written about previously at
https://jamesclear.com/inversion. I’m indebted to Shane Parrish for
priming my thoughts on this topic by writing about why “avoiding
stupidity is easier than seeking brilliance.” Shane Parrish, “Avoiding
Stupidity Is Easier Than Seeking Brilliance,” Farnam Street, June 2014,
https://www.fs.blog/2014/06/avoiding-stupidity.
those percentage points represent millions in tax revenue: Owain
Service et al., “East: Four Simple Ways to Apply Behavioural Insights,”
Behavioural Insights Team, 2015,
http://38r8om2xjhhl25mw24492dir.wpengine.netdna-cdn.com/wp-
content/uploads/2015/07/BIT-Publication-EAST_FA_WEB.pdf.
Nuckols dialed in his cleaning habits: Oswald Nuckols is an alias, used by
request.

“perfect time to clean the toilet”: Saul_Panzer_NY, “[Question] What One

“perfect time to clean the toilet”: Saul_Panzer_NY, “[Question] What One
Habit Literally Changed Your Life?” Reddit, June 5, 2017,
https://www.reddit.com/r/get
disciplined/comments/6fgqbv/question_what_one_habit_literally_changed_your/dii

CHAPTER 13
“arsenal of routines”: Twyla Tharp and Mark Reiter, The Creative Habit:
Learn It and Use It for Life: A Practical Guide (New York: Simon and
Schuster, 2006).
40 to 50 percent of our actions on any given day are done out of
habit: Wendy Wood, “Habits Across the Lifespan,” 2006,
https://www.researchgate.net/publication/315552294_Habits_Across_the_Lifespan
habits you follow without thinking: Benjamin Gardner, “A Review and
Analysis of the Use of ‘Habit’ in Understanding, Predicting and
Influencing Health-Related Behaviour,” Health Psychology Review 9, no.
3 (2014), doi:10.1080/17437199.2013.876238.
decisive moments: Shoutout to Henri Cartier-Bresson, one of the greatest
street photographers of all time, who coined the term decisive moment,
but for an entirely different purpose: capturing amazing images at just the
right time.
the Two-Minute Rule: Hat tip to David Allen, whose version of the Two-
Minute Rule states, “If it takes less than two minutes, then do it now.”
For more, see David Allen, Getting Things Done (New York: Penguin,
2015).
power-down habit: Author Cal Newport uses a shutdown ritual in which he
does a last email inbox check, prepares his to-do list for the next day, and
says “shutdown complete” to end work for the day. For more, see Cal
Newport, Deep Work (Boston: Little, Brown, 2016).
He always stopped journaling before it seemed like a hassle: Greg
McKeown, Essentialism: The Disciplined Pursuit of Less (New York:
Crown, 2014), 78.
habit shaping: Gail B. Peterson, “A Day of Great Illumination: B. F. Skinner’s
Discovery of Shaping,” Journal of the Experimental Analysis of Behavior
82, no. 3 (2004), doi:10.1901/jeab.2004.82–317.

CHAPTER 14
he remained in his study and wrote furiously: Adèle Hugo and Charles
E. Wilbour, Victor Hugo, by a Witness of His Life (New York: Carleton,
1864).
A commitment device is a choice you make in the present: Gharad
Bryan, Dean Karlan, and Scott Nelson, “Commitment Devices,” Annual
Review of Economics 2, no. 1 (2010),
doi:10.1146/annurev.economics.102308.124324.
outlet timer cuts off the power to the router: “Nir Eyal: Addictive Tech,
Killing Bad Habits & Apps for Life Hacking—#260,” interview by Dave
Asprey, Bulletproof, November 13, 2015,
https://blog.bulletproof.com/nir-eyal-life-hacking-260/.
This is also referred to as a “Ulysses pact”: Peter Ubel, “The Ulysses
Strategy,” The New Yorker, December 11, 2014,
https://www.newyorker.com/business/currency/ulysses-strategy-self-
control.
Patterson’s business went from losing money to making $5,000 in
profit: “John H. Patterson—Ringing Up Success with the Incorruptible
Cashier,” Dayton Innovation Legacy,
http://www.daytoninnovationlegacy.org/patterson.html, accessed June
8, 2016.
onetime actions that lead to better long-term habits: James Clear
(@james_clear), “What are one-time actions that pay off again and again
in the future?” Twitter, February 11, 2018,
https://twitter.com/james_clear/status/962694722702790659
“Civilization advances by extending the number of operations”:
Alfred North Whitehead, Introduction to Mathematics (Cambridge, UK:
Cambridge University Press, 1911), 166.
The average person spends over two hours per day on social media:
“GWI Social,” GlobalWebIndex, 2017, Q3,
https://cdn2.hubspot.net/hubfs/304927/Downloads/GWI%20Social%20Summary%2

CHAPTER 15
over nine million people called it home: “Population Size and Growth of
Major Cities, 1998 Census,” Population Census Organization,
http://www.pbs.gov.pk/sites/default/files//tables/POPULATION%20SIZE%20AND%
Over 60 percent of Karachi’s residents: Sabiah Askari, Studies on
Karachi: Papers Presented at the Karachi Conference 2013 (Newcastle
upon Tyne, UK: Cambridge Scholars, 2015).
It was this public health crisis that had brought Stephen Luby to
Pakistan: Atul Gawande, The Checklist Manifesto: How to Get Things
Right (Gurgaon, India: Penguin Random House, 2014).
“In Pakistan, Safeguard was a premium soap”: All quotes in this section
are from an email conversation with Stephen Luby on May 28, 2018.
The rate of diarrhea fell by 52 percent: Stephen P. Luby et al., “Effect of
Handwashing on Child Health: A Randomised Controlled Trial,” Lancet
366, no. 9481 (2005), doi:10.1016/s0140–6736(05)66912–7.
“Over 95 percent of households”: Anna Bowen, Mubina Agboatwalla,
Tracy Ayers, Timothy Tobery, Maria Tariq, and Stephen P. Luby.
“Sustained improvements in handwashing indicators more than 5 years
after a cluster‐randomised, community‐based trial of handwashing
promotion in Karachi, Pakistan,” Tropical Medicine & International
Health 18, no. 3 (2013): 259–267.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4626884/
Chewing gum had been sold commercially throughout the 1800s:
Mary Bellis, “How We Have Bubble Gum Today,” ThoughtCo, October 16,
2017, https://www.thoughtco.com/history-of-bubble-and-chewing-gum-
1991856.
Wrigley revolutionized the industry: Jennifer P. Mathews, Chicle: The
Chewing Gum of the Americas, from the Ancient Maya to William
 Wrigley (Tucson: University of Arizona Press, 2009), 44–46.
Wrigley became the largest chewing gum company: “William Wrigley,
Jr.,” Encyclopædia Britannica,
https://www.britannica.com/biography/William-Wrigley-Jr, accessed
June 8, 2018.
Toothpaste had a similar trajectory: Charles Duhigg, The Power of Habit:
Why We Do What We Do in Life and Business (New York: Random
House, 2014), chap. 2.
he started avoiding her: Sparkly_alpaca, “What Are the Coolest Psychology
Tricks That You Know or Have Used?” Reddit, November 11, 2016,
https://www.reddit.com/r/AskReddit/comments/5cgqbj/what_are_the_coolest_psyc
The earliest remains of modern humans: Ian Mcdougall, Francis H.
Brown, and John G. Fleagle, “Stratigraphic Placement and Age of Modern
Humans from Kibish, Ethiopia,” Nature 433, no. 7027 (2005),
doi:10.1038/nature03258.
the neocortex . . . was roughly the same: Some research indicates that the
size of the human brain reached modern proportions around three
hundred thousand years ago. Evolution never stops, of course, and the
shape of the structure appears to have continued to evolve in meaningful
ways until it reached both modern size and shape sometime between one
hundred thousand and thirty-five thousand years ago. Simon Neubauer,
Jean-Jacques Hublin, and Philipp Gunz, “The Evolution of Modern
Human Brain Shape,” Science Advances 4, no. 1 (2018): eaao5961.
society has shifted to a predominantly delayed-return environment:
The original research on this topic used the terms delayed-return
societies and immediate-return societies. James Woodburn, “Egalitarian
Societies,” Man 17, no. 3 (1982), doi:10.2307/2801707. I first heard of the
difference between immediate-return environments and delayed-return
environments in a lecture from Mark Leary. Mark Leary, Understanding
the Mysteries of Human Behavior (Chantilly, VA: Teaching, 2012).
The world has changed much in recent years: The rapid environmental
changes of recent centuries have far outpaced our biological ability to
adapt. On average, it takes about twenty-five thousand years for
meaningful genetic changes to be selected for in a human population. For
more, see Edward O. Wilson, Sociobiology (Cambridge, MA: Belknap
Press, 1980), 151.
our brains evolved to prefer quick payoffs to long-term ones: Daniel
Gilbert, “Humans Wired to Respond to Short-Term Problems,” interview
by Neal Conan, Talk of the Nation, NPR, July 3, 2006,
https://www.npr.org/templates/story/story.php?storyId=5530483.
Disease and infection won’t show up for days or weeks, even years:
The topics of irrational behavior and cognitive biases have become quite
popular in recent years. However, many actions that seem irrational on
the whole have rational origins if you consider their immediate outcome.
Frédéric Bastiat: Frédéric Bastiat and W. B. Hodgson, What Is Seen and
What Is Not Seen: Or Political Economy in One Lesson (London: Smith,
1859).

Future You: Hat tip to behavioral economist Daniel Goldstein, who said, “It’s
Future You: Hat tip to behavioral economist Daniel Goldstein, who said, “It’s
an unequal battle between the present self and the future self. I mean,
let’s face it, the present self is present. It’s in control. It’s in power right
now. It has these strong, heroic arms that can lift doughnuts into your
mouth. And the future self is not even around. It’s off in the future. It’s
weak. It doesn’t even have a lawyer present. There’s nobody to stick up for
the future self. And so the present self can trounce all over its dreams.”
For more, see Daniel Goldstein, “The Battle between Your Present and
Future Self,” TEDSalon NY2011, November 2011, video,
https://www.ted.com/talks/daniel_goldstein_the_battle_between_your_present_and
People who are better at delaying gratification have higher SAT
scores: Walter Mischel, Ebbe B. Ebbesen, and Antonette Raskoff Zeiss,
“Cognitive and Attentional Mechanisms in Delay of Gratification,”
Journal of Personality and Social Psychology 21, no. 2 (1972),
doi:10.1037/h0032198; W. Mischel, Y. Shoda, and M. Rodriguez, “Delay
of Gratification in Children,” Science 244, no. 4907 (1989),
doi:10.1126/science.2658056; Walter Mischel, Yuichi Shoda, and Philip
K. Peake, “The Nature of Adolescent Competencies Predicted by
Preschool Delay of Gratification,” Journal of Personality and Social
Psychology 54, no. 4 (1988), doi:10.1037//0022–3514.54.4.687; Yuichi
Shoda, Walter Mischel, and Philip K. Peake, “Predicting Adolescent
Cognitive and Self-Regulatory Competencies from Preschool Delay of
Gratification: Identifying Diagnostic Conditions,” Developmental
Psychology 26, no. 6 (1990), doi:10.1037//0012–1649.26.6.978.

CHAPTER 16
“I would start with 120 paper clips in one jar”: Trent Dyrsmid, email to
author, April 1, 2015.
Benjamin Franklin: Benjamin Franklin and Frank Woodworth Pine,
Autobiography of Benjamin Franklin (New York: Holt, 1916), 148.
Don’t break the chain of creating every day: Shout-out to my friend
Nathan Barry, who originally inspired me with the mantra, “Create Every
Day.”
people who track their progress on goals like losing weight: Benjamin
Harkin et al., “Does Monitoring Goal Progress Promote Goal Attainment?
A Meta-analysis of the Experimental Evidence,” Psychological Bulletin
142, no. 2 (2016), doi:10.1037/bul0000025.
those who kept a daily food log lost twice as much weight as those
who did not: Miranda Hitti, “Keeping Food Diary Helps Lose Weight,”
WebMD, July 8, 2008,
http://www.webmd.com/diet/news/20080708/keeping-food-diary-
helps-lose-weight; Kaiser Permanente, “Keeping a Food Diary Doubles
Diet Weight Loss, Study Suggests,” Science Daily, July 8, 2008,
https://www.sciencedaily.com/releases/2008/07/080708080738.htm;
Jack F. Hollis et al., “Weight Loss during the Intensive Intervention Phase
of the Weight-Loss Maintenance Trial,” American Journal of Preventive
Medicine 35, no. 2 (2008), doi:10.1016/j.amepre.2008.04.013; Lora E.
Burke, Jing Wang, and Mary Ann Sevick, “Self-Monitoring in Weight
 Loss: A Systematic Review of the Literature,” Journal of the American
Dietetic Association 111, no. 1 (2011), doi:10.1016/j.jada.2010.10.008.
The most effective form of motivation is progress: This line is
paraphrased from Greg McKeown, who wrote, “Research has shown that
of all forms of human motivation the most effective one is progress.” Greg
McKeown, Essentialism: The Disciplined Pursuit of Less (Currency,
2014).
The first mistake is never the one that ruins you: In fact, research has
shown that missing a habit once has virtually no impact on the odds of
developing a habit over the long-term, regardless of when the mistake
occurs. As long as you get back on track, you’re fine. See: Phillippa Lally
et al., “How Are Habits Formed: Modelling Habit Formation in the Real
World,” European Journal of Social Psychology 40, no. 6 (2009),
doi:10.1002/ejsp.674.
Missing once is an accident: “Missing once is an accident. Missing twice is
the start of a new habit.” I swear I read this line somewhere or perhaps
paraphrased it from something similar, but despite my best efforts all of
my searches for a source are coming up empty. Maybe I came up with it,
but my best guess is it belongs to an unidentified genius instead.
“When a measure becomes a target”: This definition of Goodhart’s Law
was actually formulated by the British anthropologist Marilyn Strathern.
“‘Improving Ratings’: Audit in the British University System,” European
Review 5 (1997): 305–321,
https://www.cambridge.org/core/journals/european-
review/article/improving-ratings-audit-in-the-british-university-
system/FC2EE640C0C44E3DB87C29FB666E9AAB. Goodhart himself
reportedly advanced the idea sometime around 1975 and put it formally
into writing in 1981. Charles Goodhart, “Problems of Monetary
Management: The U.K. Experience,” in Anthony S. Courakis (ed.),
Inflation, Depression, and Economic Policy in the West (London:
Rowman and Littlefield, 1981), 111–146.

CHAPTER 17
“When I suggested this to friends in the Pentagon”: Roger Fisher,
“Preventing Nuclear War,” Bulletin of the Atomic Scientists 37, no. 3
(1981), doi:10.1080/00963402.1981.11458828.
The first seat belt law: Michael Goryl and Michael Cynecki, “Restraint
System Usage in the Traffic Population,” Journal of Safety Research 17,
no. 2 (1986), doi:10.1016/0022–4375(86)90107–6.
wearing a seat belt is enforceable by law: New Hampshire is the lone
exception, where seat belts are only required for children. “New
Hampshire,” Governors Highway Safety Association,
https://www.ghsa.org/state-laws/states/new%20hampshire, accessed
June 8, 2016.
over 88 percent of Americans buckled up: “Seat Belt Use in U.S. Reaches
Historic 90 Percent,” National Highway Traffic Safety Administration,
November 21, 2016, https://www.nhtsa.gov/press-releases/seat-belt-use-
us-reaches-historic-90-percent.
Bryan Harris: Bryan Harris, email conversation with author, October 24,
2017.
She does the “song a day” challenge: Courtney Shea, “Comedian Margaret
Cho’s Tips for Success: If You’re Funny, Don’t Do Comedy,” Globe and
Mail, July 1, 2013, https://www.theglobeandmail.com/life/comedian-
margaret-chos-tips-for-success-if-youre-funny-dont-do-
comedy/article12902304/?service=mobile.
Thomas Frank, an entrepreneur in Boulder, Colorado: Thomas Frank,
“How Buffer Forces Me to Wake Up at 5:55 AM Every Day,” College Info
Geek, July 2, 2014, https://collegeinfogeek.com/early-waking-with-
buffer/.

CHAPTER 18
Phelps has won more Olympic medals: “Michael Phelps Biography,”
Biography, https://www.biography.com/people/michael-phelps-345192,
last modified March 29, 2018.
El Guerrouj: Doug Gillan, “El Guerrouj: The Greatest of All Time,” IAFF,
November 15, 2004, https://www.iaaf.org/news/news/el-guerrouj-the-
greatest-of-all-time.
they differ significantly in height: Heights and weights for Michael Phelps
and Hicham El Guerrouj were pulled from their athlete profiles during
the 2008 Summer Olympics. “Michael Phelps,” ESPN, 2008,
http://www.espn.com/olympics/summer08/fanguide/athlete?
athlete=29547l; “Hicham El Guerrouj,” ESPN, 2008,
http://www.espn.com/oly/summer08/fanguide/athlete?athlete=29886.
same length inseam on their pants: David Epstein, The Sports Gene:
Inside the Science of Extraordinary Athletic Performance (St. Louis, MO:
Turtleback Books, 2014).
average height of Olympic gold medalists in the men’s 1,500-meter
run: Alex Hutchinson, “The Incredible Shrinking Marathoner,” Runner’s
World, November 12, 2013, https://www.runnersworld.com/sweat-
science/the-incredible-shrinking-marathoner.
average height of Olympic gold medalists in the men’s 100-meter:
Alvin Chang, “Want to Win Olympic Gold? Here’s How Tall You Should
Be for Archery, Swimming, and More,” Vox, August 9, 2016,
http://www.vox.com/2016/8/9/12387684/olympic-heights.
“Genes can predispose, but they don’t predetermine”: Gabor Maté, “Dr.
Gabor Maté—New Paradigms, Ayahuasca, and Redefining Addiction,”
The Tim Ferriss Show, February 20, 2018,
https://tim.blog/2018/02/20/gabor-mate/.
Genes have been shown to influence everything: “All traits are heritable”
is a bit of an exaggeration, but not by much. Concrete behavioral traits
that patently depend on content provided by the home or culture are, of
course, not heritable at all; which language you speak, which religion you
worship in, which political party you belong to. But behavioral traits that
reflect the underlying talents and temperaments are heritable: how
proficient with language you are, how religious, how liberal or
conservative. General intelligence is heritable, and so are the five major
 ways in which personality can vary . . . openness to experience,
conscientiousness, extroversion-introversion, antagonism-agreeableness,
and neuroticism. And traits that are surprisingly specific turn out to be
heritable, too, such as dependence on nicotine or alcohol, number of
hours of television watched, and likelihood of divorcing. Thomas J.
Bouchard, “Genetic Influence on Human Psychological Traits,” Current
Directions in Psychological Science 13, no. 4 (2004), doi:10.1111/j.0963–
7214.2004.00295.x; Robert Plomin, Nature and Nurture: An
Introduction to Human Behavioral Genetics (Stamford, CT: Wadsworth,
1996); Robert Plomin, “Why We’re Different,” Edge, June 29, 2016,
https://soundcloud.com/edgefoundationinc/edge2016-robert-plomin.
There’s a strong genetic component: Daniel Goleman, “Major Personality
Study Finds That Traits Are Mostly Inherited,” New York Times,
December 2, 1986, http://www.nytimes.com/1986/12/02/science/major-
personality-study-finds-that-traits-are-mostly-inherited.html?
pagewanted=all.
Robert Plomin: Robert Plomin, phone call with the author, August 9, 2016.
more likely to become introverts: Jerome Kagan et al., “Reactivity in
Infants: A Cross-National Comparison,” Developmental Psychology 30,
no. 3 (1994), doi:10.1037//0012–1649.30.3.342; Michael V. Ellis and
Erica S. Robbins, “In Celebration of Nature: A Dialogue with Jerome
Kagan,” Journal of Counseling and Development 68, no. 6 (1990),
doi:10.1002/j.1556–6676.1990.tb01426.x; Brian R. Little, Me, Myself,
and Us: The Science of Personality and the Art of Well-Being (New York:
Public Affairs, 2016); Susan Cain, Quiet: The Power of Introverts in a
World That Can’t Stop Talking (London: Penguin, 2013), 99–100.
People who are high in agreeableness: W. G. Graziano and R. M. Tobin,
“The Cognitive and Motivational Foundations Underlying
Agreeableness,” in M. D. Robinson, E. Watkins, and E. Harmon-Jones,
eds., Handbook of Cognition and Emotion (New York: Guilford, 2013),
347–364.
They also tend to have higher natural oxytocin levels: Mitsuhiro
Matsuzaki et al., “Oxytocin: A Therapeutic Target for Mental Disorders,”
Journal of Physiological Sciences 62, no. 6 (2012), doi:10.1007/s12576–
012–0232–9; Angeliki Theodoridou et al., “Oxytocin and Social
Perception: Oxytocin Increases Perceived Facial Trustworthiness and
Attractiveness,” Hormones and Behavior 56, no. 1 (2009),
doi:10.1016/j.yhbeh.2009.03.019; Anthony Lane et al., “Oxytocin
Increases Willingness to Socially Share One’s Emotions,” International
Journal of Psychology 48, no. 4 (2013),
doi:10.1080/00207594.2012.677540; Christopher Cardoso et al., “Stress-
Induced Negative Mood Moderates the Relation between Oxytocin
Administration and Trust: Evidence for the Tend-and-Befriend Response
to Stress?” Psychoneuroendocrinology 38, no. 11 (2013),
doi:10.1016/j.psyneuen.2013.05.006.
hypersensitivity of the amygdala: J. Ormel, A. Bastiaansen, H. Riese, E. H.
Bos, M. Servaas, M. Ellenbogen, J. G. Rosmalen, and A. Aleman, “The
Biological and Psychological Basis of Neuroticism: Current Status and
 Future Directions,” Neuroscience and Biobehavioral Reviews 37, no. 1
(2013), doi:10.1016/j.neu biorev.2012.09.004. PMID 23068306; R. A.
Depue and Y. Fu, “Neurogenetic and Experiential Processes Underlying
Major Personality Traits: Implications for Modelling Personality
Disorders,” International Review of Psychiatry 23, no. 3 (2011),
doi:10.3109/09540261.2011.599315.
Our deeply rooted preferences make certain behaviors easier: “For
example, all people have brain systems that respond to rewards, but in
different individuals these systems will respond with different degrees of
vigor to a particular reward, and the systems’ average level of response
may be associated with some personality trait.” For more, see Colin G.
Deyoung, “Personality Neuroscience and the Biology of Traits,” Social
and Personality Psychology Compass 4, no. 12 (2010),
doi:10.1111/j.1751–9004.2010.00327.x.
If your friend follows a low-carb diet: Research conducted in major
randomized clinical trials shows no difference in low-carb versus low-fat
diets for weight loss. As with many habits, there are many ways to the
same destination if you stick with it. For more, see Christopher D.
Gardner et al., “Effect of Low-Fat vs Low-Carbohydrate Diet on 12-Month
Weight Loss in Overweight Adults and the Association with Genotype
Pattern or Insulin Secretion,” Journal of the American Medical
Association 319, no. 7 (2018), doi:10.1001/jama.2018.0245.
explore/exploit trade-off: M. A. Addicott et al., “A Primer on Foraging and
the Explore/Exploit Trade-Off for Psychiatry Research,”
Neuropsychopharmacology 42, no. 10 (2017),
doi:10.1038/npp.2017.108.
Google famously asks employees: Bharat Mediratta and Julie Bick, “The
Google Way: Give Engineers Room,” New York Times, October 21, 2007,
https://www.nytimes.com/2007/10/21/jobs/21pre.html.
“Flow is the mental state”: Mihaly Csikszentmihalyi, Finding Flow: The
Psychology of Engagement with Everyday Life (New York: Basic Books,
2008).
“Everyone has at least a few areas”: Scott Adams, “Career Advice,” Dilbert
Blog, July 20, 2007,
http://dilbertblog.typepad.com/the_dilbert_blog/2007/07/career-
advice.html.

CHAPTER 19
most successful comedians: Steve Martin, Born Standing Up: A Comic’s
Life (Leicester, UK: Charnwood, 2008).
“4 years as a wild success”: Steve Martin, Born Standing Up: A Comic’s Life
(Leicester, UK: Charnwood, 2008), 1.
“just manageable difficulty”: Nicholas Hobbs, “The Psychologist as
Administrator,” Journal of Clinical Psychology 15, no. 3 (1959),
doi:10.1002/1097–4679(195907)15:33.0.co; 2–4; Gilbert Brim,
Ambition: How We Manage Success and Failure Throughout Our Lives
(Lincoln, NE: IUniverse.com, 2000); Mihaly Csikszentmihalyi, Finding
 Flow: The Psychology of Engagement with Everyday Life (New York:
Basic Books, 2008).
In psychology research this is known as the Yerkes-Dodson law:
Robert Yerkes and John Dodson, “The Relation of Strength of Stimulus to
Rapidity of Habit Formation,” Journal of Comparative Neurology and
Psychology 18 (1908): 459–482.
4 percent beyond your current ability: Steven Kotler, The Rise of
Superman: Decoding the Science of Ultimate Human Performance
(Boston: New Harvest, 2014). In his book, Kotler cites: “Chip Conley, AI,
September 2013. The real ratio, according to calculations performed by
[Mihaly] Csikszentmihalyi, is 1:96.”
“Men desire novelty to such an extent”: Niccolò Machiavelli, Peter
Bondanella, and Mark Musa, The Portable Machiavelli (London:
Penguin, 2005).
variable reward: C. B. Ferster and B. F. Skinner, “Schedules of
Reinforcement,” 1957, doi:10.1037/10627–000. For more, see B. F.
Skinner, “A Case History in Scientific Method,” American Psychologist
11, no. 5 (1956): 226, doi:10.1037/h0047662.
This variance leads to the greatest spike of dopamine: Matching Law
shows that the rate of the reward schedule impacts behavior: “Matching
Law,” Wikipedia, https://en.wikipedia.org/wiki/Matching_law.

CHAPTER 20
there is usually a slight decline in performance: K. Anders Ericsson and
Robert Pool, Peak: Secrets from the New Science of Expertise (Boston:
Mariner Books, 2017), 13.
“The pundits were saying”: Pat Riley and Byron Laursen, “Temporary
Insanity and Other Management Techniques: The Los Angeles Lakers’
Coach Tells All,” Los Angeles Times Magazine, April 19, 1987,
http://articles.latimes.com/1987–04–19/magazine/tm-1669_1_lakers.
a system that he called the Career Best Effort program or CBE:
MacMullan’s book claims that Riley began his CBE program during the
1984–1985 NBA season. My research shows that the Lakers began
tracking statistics of individual players at that time, but the CBE program
as it is described here was first used in 1986–1987.
If they succeeded, it would be a CBE: Larry Bird, Earvin Johnson, and
Jackie MacMullan, When the Game Was Ours (Boston: Houghton Mifflin
Harcourt, 2010).
“Sustaining an effort”: Pat Riley and Byron Laursen, “Temporary Insanity
and Other Management Techniques: The Los Angeles Lakers’ Coach Tells
All,” Los Angeles Times Magazine, April 19, 1987,
http://articles.latimes.com/1987–04–19/magazine/tm-1669_1_lakers.
Eliud Kipchoge: Cathal Dennehy, “The Simple Life of One of the World’s Best
Marathoners,” Runner’s World, April 19, 2016,
https://www.runnersworld.com/elite-runners/the-simple-life-of-one-of-
the-worlds-best-marathoners. “Eliud Kip-choge: Full Training Log
Leading Up to Marathon World Record Attempt,” Sweat Elite, 2017,
 http://www.sweatelite.co/eliud-kipchoge-full-training-log-leading-
marathon-world-record-attempt/.
her coach goes over her notes and adds his thoughts: Yuri Suguiyama,
“Training Katie Ledecky,” American Swimming Coaches Association,
November 30, 2016, https://swimmingcoach.org/training-katie-ledecky-
by-yuri-suguiyama-curl-burke-swim-club-2012/.
When comedian Chris Rock is preparing fresh material: Peter Sims,
“Innovate Like Chris Rock,” Harvard Business Review, January 26,
2009, https://hbr.org/2009/01/innovate-like-chris-rock.
Annual Review: I’d like to thank Chris Guillebeau, who inspired me to start
my own annual review process by publicly sharing his annual review each
year at https://chrisguillebeau.com.
“keep your identity small”: Paul Graham, “Keep Your Identity Small,”
February 2009, http://www.paulgraham.com/identity.html.

CONCLUSION
No one can be rich unless one coin can make him or her so: Desiderius
Erasmus and Van Loon Hendrik Willem, The Praise of Folly (New York:
Black, 1942), 31. Hat tip to Gretchen Rubin. I first read about this parable
in her book, Better Than Before, and then tracked down the origin story.
For more, see Gretchen Rubin, Better Than Before (New York: Hodder,
2016).

LITTLE LESSONS FROM THE FOUR LAWS

“Happiness is the space between one desire”: Caed (@caedbudris),
“Happiness is the space between desire being fulfilled and a new desire
forming,” Twitter, November 10, 2017,
https://twitter.com/caedbudris/status/929042389930594304.
happiness cannot be pursued, it must ensue: Frankl’s full quotation is as
follows: “Don’t aim at success. The more you aim at it and make it a
target, the more you are going to miss it. For success, like happiness,
cannot be pursued; it must ensue, and it only does so as the unintended
side effect of one’s personal dedication to a cause greater than oneself or
as the by-product of one’s surrender to a person other than oneself.” For
more, see Viktor E. Frankl, Man’s Search for Meaning: An Introduction
to Logotherapy (Boston: Beacon Press, 1962).
“He who has a why to live for can bear almost any how”: Friedrich
Nietzsche and Oscar Levy, The Twilight of the Idols (Edinburgh: Foulis,
1909).
The feeling comes first (System 1): Daniel Kahneman, Thinking, Fast and
Slow (New York: Farrar, Straus and Giroux, 2015).
appealing to emotion is typically more powerful than appealing to
reason: “If you wish to persuade, appeal to interest, rather than reason”
(Benjamin Franklin).
Satisfaction = Liking − Wanting: This is similar to David Meister’s fifth law
of service businesses: Satisfaction = perception − expectation.

“Being poor is not having too little, it is wanting more”: Lucius

“Being poor is not having too little, it is wanting more”: Lucius
Annaeus Seneca and Anna Lydia Motto, Moral Epistles (Chico, CA:
Scholars Press, 1985).
As Aristotle noted: It is debated whether Aristotle actually said this. The
quote has been attributed to him for centuries, but I could find no
primary source for the phrase.
 ABCDEFGHIJKLMNOPQRSTUVWXYZ

Index

The page numbers in this index refer to the printed version of this book. The
link provided will take you to the beginning of that print page. You may need to
scroll forward from that location to find the corresponding reference on your e-
reader.

accepting that you have particular abilities, 218–19

accountability, 209–10
action vs. motion, 142–43
Adams, Scott, 23, 225
addiction
effect of environment on readdiction, 92
smoking, 125–26
Vietnam War heroin problem, 91–92
addition by subtraction strategy, 154
“the aggregation of marginal gains,” 13–14
agricultural expansion example of doing that which requires the least effort,
149–51
Allen Carr’s Easy Way to Stop Smoking (Carr), 125–26
amateurs vs. professionals, 236
animal behavior
within an immediate-return environment, 187
cat escape study, 43–44
greylag geese and supernormal stimuli, 102
herring gulls and supernormal stimuli, 101–102
methods for sensing and understanding the world, 84
Art & Fear (Bayles and Orland), 142n
Asch, Solomon, 118–20
athletes
Career Best Effort program (CBE), 242–44
comparing champions of different sports, 217–18
examples of reflection and review, 244–45
handling the boredom of training, 233–34
Los Angeles Lakers example of reflection and review, 242–44
 use of motivation rituals, 132–33
atomic habits
cumulative effect of stacking, 251–52
defined, 27
automaticity, 144–46
automating a habit
cash register example, 171–72
table of onetime actions that lock in good habits, 173
Thomas Frank example of automating a habit contract, 210
using technology, 173–75
awareness
Habits Scorecard, 64–66
of nonconscious habits, 62
Pointing-and-Calling subway safety system, 62–63

bad habits
breaking (table), 97, 137, 179, 213
reducing exposure to the cues that cause them, 94–95
behavior change
Cardinal Rule of Behavior Change, 186, 189
four laws of, 53–55, 186, 252–53 (see also specific numbered laws)
learning curves, 145–46
three layers of, 29–31
benefits of habits, 46–47, 239
“Better All the Time” (article), 154
biological considerations
“Big Five” personality traits, 220–22
genes, 218–21, 226–27
boredom, 233–36
Brailsford, Dave, 13–14
the brain
career choices and brain differences, 143–44
dopamine-driven feedback loops, 105–108
evolutionary similarity of, 187
as habits are created, 45–46
Hebb’s Law, 143
inaccurate perceptions of threats, 189n
long-term potentiation, 143
physical changes in the brain due to repetition, 143–44
System 1 vs. System 2 thinking, 232n, 261
“wanting” vs. “liking” rewards, 106–108, 263
breakthrough moments
ice cube melting example, 20–21
British Cycling, 13–15, 25, 243
Budris, Caed, 260
building a habit
four-step process
 1. cue, 47–48
2. craving, 48
3. response, 48–49
4. reward, 49
problem phase and solution phase, 51–53
lessons from, 259–64
business applications of habit strategies, 265
Byrne, Ronan, 108–109

cash register example of automating a habit, 171–72

cat escape study, 43–44
changing your mind-set from “have to” to “get to,” 130–31
Cho, Margaret, 210
choosing the right opportunities
combining your skills to reduce the competition, 225–26
explore/exploit trade-off, 223–25
importance of, 222–23
specialization, 226
Clark, Brian, 33
commitment devices, 170–71
compounding effect of small changes
airplane route example, 17
author’s college experiences, 6–7
negative results, 19
1 percent changes, 15–16, 17–18
positive results, 19
conditioning, 132–33
consequences of good and bad habits, 188–90, 206–207
context, 87–90
cravings
as the sense that something is missing, 129
timing of, 259, 263–64
and underlying motives, 127–28, 130
cue-induced wanting, 93–94
cues
automatically picking up, 59–62
making predictions after perceiving, 128–29
obvious visual cues, 85–87
as part of the four-step process of building a habit, 47–48
selecting cues for habit stacking, 77–79
culture
imitation of community habits and standards, 115–18
Nerd Fitness example of similarity within a group, 117–18
Polgar family chess example of the role of, 113–14, 122
curiosity, 261
Damasio, Antonio, 130
Darwin, Charles, 115
decision journal, 245
decisive moments, 160–62
desire, 129–30, 263–64
Diderot, Denis, 72–73
Diderot Effect, 73
“don’t break the chain,” 196–97
dopamine-driven feedback loops, 105–108
downside of habits, 239–40
Dyrsmid, Trent, 195

emotions, 129–30, 261–62, 263–64

energy and likelihood of action, 151–52
environment
and context, 87–90
creating an environment where doing the right thing is as easy as possible, 155
dedicated spaces for different activities, 87–90
delayed-return, 187–90
Dutch electrical meter example of obvious cues, 85
effect of environment on an addiction, 92
immediate-return, 187–90
Lewin’s Equation for human behavior, 83
Massachusetts General Hospital cafeteria example of design change, 81–82
priming your environment, 156–58
redesigning your environment, 86–87
suggestion impulse buying, 83
Vietnam War heroin addiction problem example, 91–92
exercise study of implementation intention, 69–70
expectations, 262–63, 264
explore/exploit trade-off, 223–25
Eyal, Nir, 170

failure, 263
feedback loops
in all human behavior, 45
dopamine-driven, 105–108
formation of all habits that shape one’s identity, 40
habit, 49–51
feelings, 129–30, 261–62, 263–64
1st Law of Behavior Change (Make It Obvious)
Habits Scorecard, 64–66
habit stacking, 74–79, 110–11
habit tracking, 197
implementation intention, 69–72
making the cues of bad habits invisible, 94–95
Fisher, Roger, 205–206
flow state, 224, 232–33
Fogg, BJ, 72, 74
food science
“bliss point” for each product, 103
cravings for junk food, 102–103
dynamic contrast of processed foods, 103
orosensation, 103
four laws of behavior change, 53–55, 186, 252–53. See also specific numbered
laws
four-step process of building a habit
1. cue, 47–48
2. craving, 48
3. response, 48–49
4. reward, 49
habit loop, 49–51
lessons from, 259–64
problem phase and solution phase, 51–53
4th Law of Behavior Change (Make It Satisfying)
habit contract, 207–10
habit tracking, 198–99
instant gratification, 188–93
making the cues of bad habits unsatisfying, 205–206
Safeguard soap in Pakistan example, 184–85
Frankl, Victor, 260
Franklin, Benjamin, 196
frequency’s effect on habits, 145–47
friction
associated with a behavior, 152–58
garden hose example of reducing, 153
Japanese factory example of eliminating wasted time and effort, 154–55
to prevent unwanted behavior, 157–58

“gateway habit,” 163

genes, 218–21, 226–27
goals
effect on happiness, 26
fleeting nature of, 25
shared by winners and losers, 24–25
short-term effects of, 26–27
vs. systems, 23–24
the Goldilocks Rule
flow state, 224, 232–33
the Goldilocks Zone, 232
tennis example, 231
good habits
creating (table), 96, 136, 178, 212
 Two-Minute Rule, 162–67
Goodhart, Charles, 203
Goodhart’s Law, 203
Graham, Paul, 247–48
greylag geese and supernormal stimuli, 102
Guerrouj, Hicham El, 217–18, 225
Guns, Germs, and Steel (Diamond), 149–51

habit contract
Bryan Harris weight loss example, 208–209
defined, 208
seat belt law example, 207–208
Thomas Frank alarm example, 210
habit line, 145–47
habit loop, 49–51
habits
of avoidance, 191–92
benefits of, 46–47, 239
breaking bad habits (table), 97, 137, 179, 213
in the business world, 265
changing your mind-set about, 130–31
creating good habits (table), 96, 136, 178, 212
downside of, 239–40
effect on the rest of your day, 160, 162
eliminating bad habits, 94–95
as the embodiment of identity, 36–38
formation of, 44–46, 145–47
four-step process of building a habit, 47–53, 259–64
“gateway habit,” 163
identity-based, 31, 39–40
imitation of others’ habits
the close, 116–18
the many, 118–21
the powerful, 121–22
importance of, 40–41
outcome-based, 31
and parenting, 267
reframing habits to highlight their benefits, 131–32
short-term and long-term consequences of, 188–90
sticking with, 230–31
suitability for your personality, 221–22
Two-Minute Rule, 162–67
using implementation intention to start, 71–72
Habits Academy, 8
habit shaping, 165–67
Habits Scorecard, 64–66
habit stacking
 combining temptation bundling with, 110–11
explained, 74–79
habit tracking, 196–200, 202–204
handwashing in Pakistan example of a satisfying behavior change, 184–85
happiness
as the absence of desire, 259–60
and goals, 26
relativity of, 263
Harris, Bryan, 208–209
Hebb, Donald, 143
Hebb’s Law, 143
herring gulls and supernormal stimuli, 101–102
hope, 264
Hreha, Jason, 45
Hugo, Victor, 169–70
The Hunchback of Notre Dame (Hugo), 169–70
hyperbolic discounting (time inconsistency), 188–89

identity
accepting blanket personal statements as facts, 35
and behavior change, 29–32, 34–36
behavior that is at odds with the self, 32–33
habits as the embodiment of, 36–38, 247–49
identity-based habits, 31, 39–40
letting a single belief define you, 247–49
pride in a particular aspect of one’s identity, 33–34
reinforcing your desired identity by using the Two-Minute Rule, 165
two-step process of changing your identity, 39–40
implementation intention, 69–72
improvements, making small, 231–32, 233, 253
instant gratification, 188–93

Johnson, Magic, 243–44

journaling, 165
Jung, Carl, 62

Kamb, Steve, 117–18

Kubitz, Andrew, 109

Lao Tzu, 249

Tao Te Ching, 249
Latimore, Ed, 132
Lewes, George H., 144
long-term potentiation, 143
Los Angeles Lakers example of reflection and review, 242–44
Luby, Stephen, 183–85

MacMullan, Jackie, 243–44

Martin, Steve, 229–30, 231
Massachusetts General Hospital cafeteria example of environment design
change, 81–82
Massimino, Mike, 117
mastery, 240–42
Mate, Gabor, 219
McKeown, Greg, 165
measurements
usefulness of, 202–204
visual, 195–96
Mike (Turkish travel guide/ex-smoker), 125–26
Milner, Peter, 105
mind-set shifts
from “have to” to “get to,” 130–31
motivation rituals, 132–33
reframing habits to highlight their benefits, 131–32
motion vs. action, 142–43
motivation
the Goldilocks Rule, 231–33
maximum motivation, 232
rituals, 132–33
and taking action, 260–61
Murphy, Morgan, 91

negative compounding, 19
Nietzsche, Friedrich, 260
nonconscious activities, 34n
nonscale victories, 203–204
novelty, 234
Nuckols, Oswald, 156

observations, 260
obstacles to getting what you want, 152
Olds, James, 105
Olwell, Patty, 93
1 percent changes
Career Best Effort program (CBE), 242–44
compounding effect of making changes, 15–16, 17–18
Sorites Paradox, 251–52
operant conditioning, 9–10
opportunities, choosing the right
 combining your skills to reduce the competition, 225–26
explore/exploit trade-off, 223–25
importance of, 222–23
specialization, 226
outcomes
and behavior change, 29–31
outcome-based habits, 31

pain, 206–207
Paper Clip Strategy of visual progress measurements, 195–96
parenting applications of habit strategies, 267
Patterson, John Henry, 171–72
Phelps, Michael, 217–18, 225
photography class example of active practice, 141–42, 144
Plateau of Latent Potential, 21–23
pleasure
anticipating vs. experiencing, 106–108
image of, 260
repeating a behavior when it’s a satisfying sensory experience, 184–86, 264
Safeguard soap example, 184–85
Plomin, Robert, 220
Pointing-and-Calling subway safety system, 62–63
positive compounding, 19
The Power of Habit (Duhigg), 9, 47n
predictions, making
after perceiving cues, 128–29
the human brain as a prediction machine, 60–61
Premack, David, 110
Premack’s Principle, 110
pride
manicure example, 33
in a particular aspect of one’s identity, 33–34
priming your environment to make the next action easy, 156–58
problem phase of a habit loop, 51–53
process and behavior change, 30–31
professionals vs. amateurs, 236
progress, 262
proximity’s effect on behavior, 116–18

quitting smoking, 32, 125–26

reading resources
Atomic Habits newsletter, 257
business applications of habit strategies, 265
parenting applications of habit strategies, 267
recovering when habits break down, 200–202
reflection and review
author’s Annual Review and Integrity Report, 245–46
benefits of, 246–47
Career Best Effort program (CBE) example, 242–44
Chris Rock example, 245
Eliud Kipchoge example, 244–45
flexibility and adaptation, 247–49
importance of, 244–45
Katie Ledecky example, 245
reframing habits to highlight their benefits, 131–32
reinforcement, 191–93
repetition
as active practice of a new habit, 144
automaticity, 144–46
to master a habit, 143
photography class example of active practice, 141–42, 144
responding to things based on emotions, 261–62
rewards
after sacrifice, 262
immediate vs. delayed, 187–90
purpose of, 49
reinforcement, 191–93
training yourself to delay gratification, 190–93
variable rewards, 235
“wanting” vs. “liking,” 106–108, 263
Riis, Jacob, 21
Riley, Michael, 60
Riley, Pat, 242–44
Ritty, James, 171–72
Robins, Lee, 91–92

sacrifice, 262
satisfaction
as the completion of the habit loop, 186
and expectations, 262–63
pleasurable sensory experiences, 184–86
2nd Law of Behavior Change (Make It Attractive)
ABC Thursday night TV lineup example, 109
desire for approval, respect, and praise, 121–22
habit tracking, 198
highly engineered versions of reality, 104
making the cues of bad habits unattractive, 126
supernormal stimuli, 102
temptation bundling, 108–11
Seinfeld, Jerry, 196–97
self-control
 controlling the environment to achieve, 92–93
cue-induced wanting, 93–94
difficulty of, 262
riding and smoking example of controlling your environment, 93
as a short-term strategy, 95
the senses
Safeguard soap example, 184–85
toothpaste example of a satisfying behavior change, 186
vision, 84, 85–87
Wrigley chewing gum example, 185
showing up, mastering the art of, 163–64, 201–202, 236
Skinner, B. F., 9–10, 235n
smoking, quitting, 32, 125–26
social media, 174–75
social norms
Asch’s social conformity line experiments, 118–20
downside of going along with the group, 120–21
herd mentality, 115
imitation of others’ habits
the close, 116–18
the many, 118–21
the powerful, 121–22
solution phase of a habit loop, 51–53
Sorites Paradox, 251–52
starting a habit, 71–72
Steele, Robert, 91
Stern, Hawkins, 83
success
accepting where your strengths are, 218–19
importance of feeling successful, 190
suffering, 262
suggestion impulse buying, 83
supernormal stimuli, 102
Suroweicki, James, 154
System 1 vs. System 2 thinking, 232n, 261
systems
changes to solve problems, 25
as a cycle of continuous improvement, 26–27
vs. goals, 23–24

technology
for automating a habit, 173–75
social media, 174–75
temptation bundling, 108–11
3rd Law of Behavior Change (Make It Easy)
agricultural expansion example of using the least effort, 149–51
energy requirements and likelihood of action, 151–52
 friction associated with a behavior, 152–58
garden hose example of reducing friction, 153
“gateway habit,” 163
Japanese factory example of addition by subtraction, 154–55
making the cues of bad habits difficult, 169–70
onetime actions that lead to better habits, 172–74
Principle of Least Action, 151n
repetition as the key to habit formation, 146–47
Two-Minute Rule, 162–67
Twyla Tharp example of a daily ritual, 159–60
Thorndike, Anne, 81–82
Thorndike, Edward, 43–44
time inconsistency, 188–89
Tinbergen, Niko, 101–102
toothpaste example of a satisfying behavior change, 186
tracking a habit
automated, 199
combining habit stacking with habit tracking, 200
manual, 199–200
usefulness of, 202–204
trajectory of your current path, 18
two-step process of changing your identity, 39–40

Uelsmann, Jerry, 141–42

Ulysses pact (Ulysses contract), 170n
underlying motives and cravings, 127–28, 130

Valley of Disappointment, 20, 22

variable rewards, 235
Vietnam War heroin addiction problem, 91–92
vision
impact on human behavior, 84
obvious visual cues, 85–87
visual measurements, 195–96

weight loss
nonscale victories, 203–204
using a habit contract to ensure, 208–209

Yerkes-Dodson law, 232

ABCDEFGHIJKLMNOPQRSTUVWXYZ
 About the Author

James Clear's work has appeared in the New York Times, Time,
and Entrepreneur, and on CBS This Morning, and is taught in
colleges around the world. His website, jamesclear.com, receives
millions of visitors each month, and hundreds of thousands
subscribe to his email newsletter. He is the creator of The Habits
Academy, the premier training platform for organizations and
individuals that are interested in building better habits in life and
work.
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* Interested readers can learn more at habitsacademy.com.
* As this book was going to print, new information about the British
Cycling team has come out. You can see my thoughts at
atomichabits.com/cycling.
* I geeked out and actually calculated this. Washington, D.C., is
about 225 miles from New York City. Assuming you are flying on a
747 or an Airbus A380, changing the heading by 3.5 degrees as you
leave Los Angeles likely causes the nose of the airplane to shift
between 7.2 to 7.6 feet, or about 86 to 92 inches. A very small shift
in direction can lead to a very meaningful change in destination.
* The terms unconscious, nonconscious, and subconscious can all be
used to describe the absence of awareness or thought. Even in
academic circles, these words are often used interchangeably
without much nitpicking (for once). Nonconscious is the term I’m
going to use because it is broad enough to encompass both the
processes of the mind we could never consciously access and the
moments when we are simply not paying attention to what
surrounds us. Nonconscious is a description of anything you are not
consciously thinking about.
* Certainly, there are some aspects of your identity that tend to
remain unchanged over time—like identifying as someone who is
tall or short. But even for more fixed qualities and characteristics,
whether you view them in a positive or negative light is determined
by your experiences throughout life.
* Readers of The Power of Habit by Charles Duhigg will recognize
these terms. Duhigg wrote a great book and my intention is to pick
up where he left off by integrating these stages into four simple laws
you can apply to build better habits in life and work.
* Charles Duhigg and Nir Eyal deserve special recognition for their
influence on this image. This representation of the habit loop is a
combination of language that was popularized by Duhigg’s book,
The Power of Habit, and a design that was popularized by Eyal’s
book, Hooked.
* When I visited Japan, I saw this strategy save a woman’s life. Her
young son stepped onto the Shinkansen, one of Japan’s famous
bullet trains that travel at over two hundred miles per hour, just as
the doors were closing. She was left outside on the platform and
jammed her arm through the door to grab him. With her arm stuck
in the door, the train was about to take off, but right before it pulled
away an employee performed a safety check by Pointing-and-Calling
up and down the platform. In less than five seconds, he noticed the
woman and managed to stop the train from leaving. The door
opened, the woman—now in tears—ran to her son, and a minute
later the train departed safely.
* Interested readers can get a template to create their own Habits
Scorecard at atomichabits.com/scorecard.
* In addition to her payment for the library, Catherine the Great
asked Diderot to keep the books until she needed them and offered
to pay him a yearly salary to act as her librarian.
* Fogg refers to this strategy as the “Tiny Habits recipe,” but I'll call
it the habit stacking formula throughout the book.
* If you’re looking for more examples and guidance, you can
download a Habit Stacking template at
atomichabits.com/habitstacking.
* Dopamine is not the only chemical that influences your habits.
Every behavior involves multiple brain regions and neurochemicals,
and anyone who claims that “habits are all about dopamine” is
skipping over major portions of the process. It is just one of the
important role players in habit formation. However, I will single out
the dopamine circuit in this chapter because it provides a window
into the biological underpinnings of desire, craving, and motivation
that are behind every habit.
* I’m so happy I was able to fit a Game of Thrones reference into
this book.
* This is just a partial list of underlying motives. I offer a more
complete list and more examples of how to apply them to business
at atomichabits.com/business.
* A similar story is told in the book Art & Fear by David Bayles and
Ted Orland. It has been adapted here with permission. See the
endnotes for a full explanation.
* This is a foundational principle in physics, where it is known as
the Principle of Least Action. It states that the path followed
between any two points will always be the path requiring the least
energy. This simple principle underpins the laws of the universe.
From this one idea, you can describe the laws of motion and
relativity.
* The phrase addition by subtraction is also used by teams and
businesses to describe removing people from a group in order to
make the team stronger overall.
* To be fair, this still sounds like an amazing night.
* I designed a habit journal specifically to make journaling easier. It
includes a “One Line Per Day” section where you simply write one
sentence about your day. You can learn more at
atomichabits.com/journal.
* The irony of how closely this story matches my process of writing
this book is not lost on me. Although my publisher was much more
accommodating, and my closet remained full, I did feel like I had to
place myself on house arrest to finish the manuscript.
* This is also referred to as a “Ulysses pact” or a “Ulysses contract.”
Named after Ulysses, the hero of The Odyssey, who told his sailors
to tie him to the mast of the ship so that he could hear the
enchanting song of the Sirens but wouldn’t be able to steer the ship
toward them and crash on the rocks. Ulysses realized the benefits of
locking in your future actions while your mind is in the right place
rather than waiting to see where your desires take you in the
moment.
* The shift to a delayed-return environment likely began around the
advent of agriculture ten thousand years ago when farmers began
planting crops in anticipation of a harvest months later. However, it
was not until recent centuries that our lives became filled with
delayed-return choices: career planning, retirement planning,
vacation planning, and everything else that occupies our calendars.
* Time inconsistency is also referred to as hyperbolic discounting.
* This can derail our decision making as well. The brain
overestimates the danger of anything that seems like an immediate
threat but has almost no likelihood of actually occurring: your plane
crashing during a bit of turbulence, a burglar breaking in while
you’re home alone, a terrorist blowing up the bus you’re on.
Meanwhile, it underestimates what appears to be a distant threat
but is actually very likely: the steady accumulation of fat from eating
unhealthy food, the gradual decay of your muscles from sitting at a
desk, the slow creep of clutter when you fail to tidy up.
* Interested readers can find a habit tracker template at
atomichabits.com/tracker.
* You can see the actual Habit Contracts used by Bryan Harris and
get a blank template at atomichabits.com/contract.
* If you are interested in taking a personality test, you can find links
to the most reliable tests here: atomichabits.com/personality.
* If it’s Harry Potter on repeat, I feel you.
* I have a pet theory about what happens when we achieve a flow
state. This isn’t confirmed. It’s just my guess. Psychologists
commonly refer to the brain as operating in two modes: System 1
and System 2. System 1 is fast and instinctual. Generally speaking,
processes you can perform very quickly (like habits) are governed by
System 1. Meanwhile, System 2 controls thinking processes that are
more effortful and slow—like calculating the answer to a difficult
math problem. With regard to flow, I like to imagine System 1 and
System 2 as residing on opposite ends of the spectrum of thinking.
The more automatic a cognitive process is, the more it slides toward
the System 1 side of the spectrum. The more effortful a task is, the
more it slides toward System 2. Flow, I believe, resides on the
razor’s edge between System 1 and System 2. You are fully using all
of your automatic and implicit knowledge related to the task while
also working hard to rise to a challenge beyond your ability. Both
brain modes are fully engaged. The conscious and nonconscious are
working perfectly in sync.
* The discovery of variable rewards happened by accident. One day
in the lab, the famous Harvard psychologist B. F. Skinner was
running low on food pellets during one experiment and making
more was a time-consuming process because he had to manually
press the pellets in a machine. This situation led him to “ask myself
why every press of the lever had to be reinforced.” He decided to
only give treats to the rats intermittently and, to his surprise,
varying the delivery of food did not decrease behavior, but actually
increased it.
* I created a template for readers interested in keeping a decision
journal. It is included as part of the habit journal at
atomichabits.com/journal.
* You can see my previous Annual Reviews at
jamesclear.com/annual-review.
* You can see my previous Integrity Reports at
jamesclear.com/integrity.
* Sorites is derived from the Greek word sorós, which means heap
or pile.