Belief Is Easier When It Occurs Within

Shampoo Doesn’t Have To Foam, But We Add Foaming Chemicals Because People Expect It Each Time They Wash Their Hair. Same Thing With Laundry Detergent. And Toothpaste—now Every Company Adds Sodium Laureth Sulfate To Make Toothpaste Foam More. There’s No Cleaning Benefit, But People Feel Better When There’s A Bunch Of Suds Around Their Mouth. Once The Customer Starts Expecting That Foam, The Habit Starts Growing.

Willpower Isn’t Just A Skill. It’s A Muscle, Like The Muscles In Your Arms Or Legs, And It Gets Tired As It Works Harder, So There’s Less Power Left Over For Other Things.

As People Strengthened Their Willpower Muscles In One Part Of Their Lives—in The Gym, Or A Money Management Program—that Strength Spilled Over Into What They Ate Or How Hard They Worked. Once Willpower Became Stronger, It Touched Everything.

Small Wins Are A Steady Application Of A Small Advantage.

Change Might Not Be Fast And It Isn't Always Easy. But With Time And Effort, Almost Any Habit Can Be Reshaped.