Sunday, August 12, 2018

The Power of Habit #2 The Craving Brain (or How to Create New Habits)


This is a chapter-by-chapter summary of a book by Charles Duhigg’s The Power of Habit: Why We Do What We Do In Life and Business (2012) series. One chapter, one article. Read this summary, buy the book. Enjoy!

CRAVING is what makes cues and rewards work. The craving is what powers the Habit Loop (see the previous summary). Habits create neurological cravings. As we associate cues with certain rewards, a subconscious craving emerges in our brain that starts the Habit Loop spinning.

How to create a new habit? Put together a cue, a routine, and a reward, and then cultivate a craving that drives the loop. A cue and a reward on their own aren't enough for a new habit to last. Only when your brain starts expecting the reward – craving the endorphins or sense of accomplishment – will it become automatic to lace up your jogging shoes each morning, for example. The cue, in addition to triggering a routine, must also trigger a craving for the reward to come.


An example: toothpaste. Claude Hopkins wasn't selling beautiful teeth. He was selling a sensation. Once people craved that cool tingling – once they equate it with cleanliness – brushing became a habit. While everyone brushes their teeth, fewer than 10% of Americans apply sunscreen every day. Why? Charles Duhigg explains: "Because there is no craving that has made sunscreen into a daily habit." He continues, "Craving is what drives habits. And figuring out how to spark a craving makes creating a new habit easier."

You Are the Sum of Your Habit(s)


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