It is the anticipation of a reward—not the fulfillment of it—that gets us to take action.

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.

Whenever you want to change your behavior, you can simply ask yourself:

How can I make it obvious?

How can I make it attractive?

How can I make it easy?

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 d

The first purpose of rewards is to satisfy your craving.