The Golden Rule Of Habit Change: You

There’s Something Really Powerful About Groups And Shared Experiences. People Might Be Skeptical About Their Ability To Change If They’re By Themselves, But A Group Will Convince Them To Suspend Disbelief. A Community Creates Belief.

There's A Natural Instinct Embedded In Friendship, A Sympathy That Makes Us Willing To Fight For Someone We Like When They Are Treated Unjustly.

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.

Hiding What You Know Is Sometimes As Important As Knowing It.

If You Dress A New Something In Old Habits, It’s Easier For The Public To Accept It.