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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