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The Power of Habit: Why We Do What We Do in Life and Business Paperback – January 7, 2014
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Q&A with Charles Duhigg
Q. What sparked your interest in habits?
A. I first became interested in the science of habits eight years ago, as a newspaper reporter in Baghdad, when I heard about an army major conducting an experiment in a small town named Kufa. The major had analyzed videotapes of riots and had found that violence was often preceded by a crowd of Iraqis gathering in a plaza and, over the course of hours, growing in size. Food vendors would show up, as well as spectators. Then, someone would throw a rock or a bottle.
When the major met with Kufa’s mayor, he made an odd request: Could they keep food vendors out of the plazas? Sure, the mayor said. A few weeks later, a small crowd gathered near the Great Mosque of Kufa. It grew in size. Some people started chanting angry slogans. At dusk, the crowd started getting restless and hungry. People looked for the kebab sellers normally filling the plaza, but there were none to be found. The spectators left. The chanters became dispirited. By 8 p.m., everyone was gone.
I asked the major how he had figured out that removing food vendors would change peoples' behavior.
The U.S. military, he told me, is one of the biggest habit-formation experiments in history. “Understanding habits is the most important thing I’ve learned in the army,” he said. By the time I got back to the U.S., I was hooked on the topic.
Q. How have your own habits changed as a result of writing this book?
A. Since starting work on this book, I've lost about 30 pounds, I run every other morning (I'm training for the NY Marathon later this year), and I'm much more productive. And the reason why is because I've learned to diagnose my habits, and how to change them.
Take, for instance, a bad habit I had of eating a cookie every afternoon. By learning how to analyze my habit, I figured out that the reason I walked to the cafeteria each day wasn't because I was craving a chocolate chip cookie. It was because I was craving socialization, the company of talking to my colleagues while munching. That was the habit's real reward. And the cue for my behavior - the trigger that caused me to automatically stand up and wander to the cafeteria, was a certain time of day.
So, I reconstructed the habit: now, at about 3:30 each day, I absentmindedly stand up from my desk, look around for someone to talk with, and then gossip for about 10 minutes. I don't even think about it at this point. It's automatic. It's a habit. I haven't had a cookie in six months.
Q. What was the most surprising use of habits that you uncovered?
A. The most surprising thing I've learned is how companies use the science of habit formation to study - and influence - what we buy.
Take, for example, Target, the giant retailer. Target collects all kinds of data on every shopper it can, including whether you’re married and have kids, which part of town you live in, how much money you earn, if you've moved recently, the websites you visit. And with that information, it tries to diagnose each consumer’s unique, individual habits.
Why? Because Target knows that there are these certain moments when our habits become flexible. When we buy a new house, for instance, or get married or have a baby, our shopping habits are in flux. A well-timed coupon or advertisement can convince us to buy in a whole new way. But figuring out when someone is buying a house or getting married or having a baby is tough. And if you send the advertisement after the wedding or the baby arrives, it’s usually too late.
So Target studies our habits to see if they can predict major life events. And the company is very, very successful. Oftentimes, they know what is going on in someone's life better than that person's parents.
NEW YORK TIMES BESTSELLER • NPR BESTSELLER • WASHINGTON POST BESTSELLER • LOS ANGELES TIMES BESTSELLER • USA TODAY BESTSELLER • PUBLISHERS WEEKLY BESTSELLER
“Sharp, provocative, and useful.”—Jim Collins
“Few [books] become essential manuals for business and living. The Power of Habit is an exception. Charles Duhigg not only explains how habits are formed but how to kick bad ones and hang on to the good.”—Financial Times
“A flat-out great read.”—David Allen, bestselling author of Getting Things Done: The Art of Stress-Free Productivity
“You’ll never look at yourself, your organization, or your world quite the same way.”—Daniel H. Pink, bestselling author of Drive and A Whole New Mind
“Entertaining . . . enjoyable . . . fascinating . . . a serious look at the science of habit formation and change.”—The New York Times Book Review
“Cue: see cover. Routine: read book. Reward: fully comprehend the art of manipulation.”—Bloomberg Businessweek
“A fresh examination of how routine behaviors take hold and whether they are susceptible to change . . . The stories that Duhigg has knitted together are all fascinating in their own right, but take on an added dimension when wedded to his examination of habits.”— Associated Press
“There’s been a lot of research over the past several years about how our habits shape us, and this work is beautifully described in the new book The Power of Habit.”—David Brooks, The New York Times
“A first-rate book—based on an impressive mass of research, written in a lively style and providing just the right balance of intellectual seriousness with practical advice on how to break our bad habits.”—The Economist
“I have been spinning like a top since reading The Power of Habit, New York Times journalist Charles Duhigg’s fascinating best-seller about how people, businesses and organizations develop the positive routines that make them productive—and happy.”—The Washington Post
“An absolutely fascinating . . . book [that explores] a startling and sometimes dismaying collision between the increasingly sophisticated scientific understanding of habits—how they’re formed, how they can be disrupted and changed—and, among other things, companies’ efforts to use that knowledge to steer your habits and money their way.”—Wired
“If Duhigg is right about the nature of habits, which I think he is, then trying to get rid of these bad habits won’t work. Instead, what is needed is to teach the managers to identify the cues that lead to these bad habits and rewards, and then learn alternative routines that lead to similar rewards, i.e. business and personal success.”—Forbes
“The Power of Habit is chock-full of fascinating anecdotes . . . how an early twentieth century adman turned Pepsodent into the first bestselling toothpaste by creating the habit of brushing daily, how a team of marketing mavens at Procter & Gamble rescued Febreze from the scrapheap of failed products by recognizing that a fresh smell was a fine reward for a cleaning task, how Michael Phelps’ coach instilled habits that made him an Olympic champion many times over, and how Tony Dungy turned the Indianapolis Colts into a Super Bowl–winning team.”—Los Angeles Times
“Duhigg clearly knows that people do not like, or even buy, the idea that we’re not creatures of choice. He carefully explains each step of habit building, using science and—the best part—a slew of interesting anecdotes.”—The Seattle Times
“Duhigg argues that much of our lives is ruled by unconscious habits, good and bad, but that by becoming consciously aware of the cues that trigger our habits and the rewards they provide, we can change bad practices into good ones.”—Pittsburgh Post-Gazette
“Duhigg’s revelation that Target had developed a model to predict whether female customers were pregnant ignited a firestorm after an excerpt from his book, The Power of Habit: Why We Do What We Do in Life and Business, was published.”—USA Today
Top customer reviews
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If the book is intended as an advertisement for Febreze, it's fairly effective. I found myself actually wanting to buy a bottle, but then realized I was probably being manipulated. (Years ago, I read the label on a Febreze bottle. It said make sure the fabric you're spraying is clean first. If my couch was clean, I wouldn't be spraying it with something to remove odors! Give me a break.)
And woven throughout the book, you have to suffer through the author's admonitions about the habits that *he* thinks *you* ought to practice: the usual boring, politically correct, cultural-narrative-approved, scientifically unproven advice like eat more vegetables, cut down on fat consumption, and wear sunscreen just to go outside. What a hack. I see why he's won some "journalism" awards -- he pushes the cultural narrative of the news media.
It made me realize that one habit I could try to break is buying books on Amazon based on other people's reviews.
As you can see from the TOC below, Duhigg really goes after a broad range of topics. He looks at the habits of individuals, how habits operate in the brain, how companies use them, and how retailers use habits to manipulate buying habits. This provides some fascinating research and stories, such as the fact that grocery stores put fruits and vegetables at the front of the store because people who put these healthy items in their carts are more apt to buy junk food as well before they leave the store. The author's main contention is that "you have the freedom and responsibility" to remake your habits. He says "the most addicted alcoholics can become sober. The most dysfunctional companies can transform themselves. A high school dropout can become a successful manager." He makes a convincing case for all this. The only problem is that's all he does. He doesn't show you how to do it.
PART ONE: THE HABITS OF INDIVIDUALS
1. The Habit Loop - How Habits Work
2. The Craving Brain - How to Create New Habits
3. The Golden Rule of Habit Change - Why Transformation Occurs
PART TWO - THE HABITS OF SUCCESSFUL ORGANIZATIONS
4. Keystone Habits, or The Ballad of Paul O'Neill - Which Habits Matter Most
5. Starbucks and the Habit of Success - When Willpower Becomes Automatic
6. The Power of a Crisis - How Leaders Create Habits Through Accident and Design
7. How Target Knows What You Want Before You Do - When Companies Predict (and manipulate) Habits
PART THREE - THE HABITS OF SOCIETIES
8. Saddleback Church and the Montgomery Bus Boycott - How Movements Happen
9. The Neurology of Free Will - Are We Responsible for Our Habits?
My chief complaint is he doesn't really show you how to break bad habits. For this you should consider Emotional Intelligence 2.0. That book was great for my self-control.
The science is interesting, but shallowly covered. Basically the book is one big series of stories about how people changed habits to succeed in life.
If you are looking for help yourself in this area, look elsewhere. The author offers a small bit of useful advice:
Basically, you look for the cues/triggers that are starting the routine/habit that you are not happy with but cannot seem to stop. Then you determine what is the reward you are getting. Are you eating the candy because of low blood sugar or because you eat with friends and need a chat or because you are nervous and it calms you, etc.?
Discovering the triggers and rewards takes time and introspection--all left up to you. The book cannot help you there.
But once you do, you change the routine/habit by force of will every time you encounter the cue/trigger, making sure that the reward is the same. The cue and reward must be the same. So, instead of eating candy, you just go chat with friends on purpose, or you eat a better form of food to satisfy low blood sugar, or whatever.
When you feel like engaging in the "bad" habit, ask yourself what you get out of the habit beyond the superficial and obvious. Then replace that habit with a new one you desire to do that gives you the same type of reward/outcome/feeling. Do this over and over until it becomes . . . a habit.
So, there you go. Saved you money. Unless you enjoy random success stories. Then the book is a good read for you.
I wish I had not purchased this book, but you live and learn.
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V we change habits we can change lives and change the world