It’s not just individuals who are capable of such shifts. When companies focus on changing habits, whole organizations can transform. Firms such as Procter & Gamble, Starbucks, Alcoa, and Target have seized on this insight to influence how work gets done, how employees communicate, and-without customers realizing it-the way people shop.
“I want to show you one of your most recent scans,” a researcher told Lisa near the end of her exam. He pulled up a picture on a computer screen that showed images from inside her head. “When you see food, these areas”-he pointed to a place near the center of her brain-“which are associated with craving and hunger, are still active. Your brain still produces the urges that made you overeat.
“However, there’s new activity in this area”-he pointed to the region closest to her forehead-“where we believe behavioral inhibition and self-discipline starts. That activity has become more pronounced each time you’ve come in.”
Lisa was the scientists’ favorite participant because her brain scans were so compelling, so useful in creating a map of where behavioral patterns-habits-reside within our minds. “You’re helping us understand how a decision becomes an automatic behavior,” the doctor told her.
Everyone in the room felt like they were on the brink of something important. And they were.
When you woke up this morning, what did you do first? Did you hop in the shower, check your email, or grab a doughnut from the kitchen counter? Did you brush your teeth before or after you toweled off? Tie the left or right shoe first? What did you say to your kids on your way out the door? Which route did you drive to work? When you got to your desk, did you deal with email, chat with a colleague, or jump into writing a memo? Salad or hamburger for lunch? When you got home, did you put on your sneakers and go for a run, or pour yourself a drink and eat dinner in front of the TV?
“All our life, so far as it has definite form, is but a mass of habits,” William James wrote in 1892. [2] Most of the choices we make each day may feel like the products of well- considered decision making, but they’re not. They’re habits. And though each habit means relatively little on its own, over time, the meals we order, what we say to our kids each night, whether we save or spend, how often we exercise, and the way we organize our thoughts and work routines have enormous impacts on our health, productivity, financial security, and happiness. One paper published by a Duke University researcher in 2006 found that more than 40 percent of the actions people performed each day weren’t actual decisions, but habits. [3]
William James-like countless others, from Aristotle to Oprah-spent much of his life trying to understand why habits exist. But only in the past two decades have scientists and marketers really begun understanding how habits
This book is divided into three parts. The first section focuses on how habits emerge within individual lives. It explores the neurology of habit formation, how to build new habits and change old ones, and the methods, for instance, that one ad man used to push toothbrushing from an obscure practice into a national obsession. It shows how Procter & Gamble turned a spray named Febreze into a billion-dollar business by taking advantage of consumers’ habitual urges, how Alcoholics Anonymous reforms lives by attacking habits at the core of addiction, and how coach Tony Dungy reversed the fortunes of the worst team in the National Football League by focusing on his players’ automatic reactions to subtle on-field cues.
The second part examines the habits of successful companies and organizations. It details how an executive named Paul O’Neill-before he became treasury secretary-remade a struggling aluminum manufacturer into the top performer in the Dow Jones Industrial Average by focusing on one keystone habit, and how Starbucks turned a high school dropout into a top manager by instilling habits designed to strengthen his willpower. It describes why even the most talented surgeons can make catastrophic mistakes when a hospital’s organizational habits go awry.
The third part looks at the habits of societies. It recounts how Martin Luther King, Jr., and the civil rights movement succeeded, in part, by changing the ingrained social habits of Montgomery, Alabama-and why a similar focus helped a young pastor named Rick Warren build the nation’s largest church in Saddleback Valley, California. Finally, it explores thorny ethical questions, such as whether a murderer in Britain should go free if he can convincingly argue that his habits led him to kill.
Each chapter revolves around a central argument: Habits can be changed, if we understand how they work.
This book draws on hundreds of academic studies, interviews with more than three hundred scientists and executives, and research conducted at dozens of companies. (For an index of resources, please see the book’s notes and http://www.thepowerofhabit.com.) It focuses on habits as they are technically defined: the choices that all of us deliberately make at some point, and then stop thinking about but continue doing, often every day. At one point, we all consciously decided how much to eat and what to focus on when we got to the office, how often to have a drink or when to go for a jog. Then we stopped making a choice, and the behavior became automatic. It’s a natural consequence of our neurology. And by understanding how it happens, you can rebuild those patterns in whichever way you choose.
I first became interested in the science of habits eight years ago, as a newspaper reporter in Baghdad. The U.S. military, it occurred to me as I watched it in action, is one of the biggest habit-formation experiments in history. [4] Basic training teaches soldiers carefully designed habits for how to shoot, think, and communicate under fire. On the battlefield, every command that’s issued draws on behaviors practiced to the point of automation. The entire organization relies on endlessly rehearsed routines for building bases, setting strategic priorities, and deciding how to respond to attacks. In those early days of the war, when the insurgency was spreading and death tolls were mounting, commanders were looking for habits they could instill among soldiers and Iraqis that might create a durable peace.
I had been in Iraq for about two months when I heard about an officer conducting an impromptu habit modification program in Kufa, a small city ninety miles south of the capital. He was an army major who had analyzed videotapes of recent riots and had identified a pattern: Violence was usually preceded by a crowd of Iraqis gathering in a plaza or other open space and, over the course of several hours, growing in size. Food vendors would show up, as well as spectators. Then, someone would throw a rock or a bottle and all hell would break loose.
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 Masjid al-Kufa, or Great Mosque of Kufa. Throughout the afternoon, it grew in size. Some people started chanting angry slogans. Iraqi police, sensing trouble, radioed the base and asked U.S. troops to stand by. 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.
When I visited the base near Kufa, I talked to the major. You wouldn’t necessarily think about a crowd’s dynamics in terms of habits, he told me. But he had spent his entire career getting drilled in the psychology of habit formation.
At boot camp, he had absorbed habits for loading his weapon, falling asleep in a war zone, maintaining focus amid the chaos of battle, and making decisions while exhausted and overwhelmed. He had attended classes that taught him habits for saving money, exercising each day, and communicating with bunkmates. As he moved up the ranks, he learned the importance of organizational habits in ensuring that subordinates could make decisions without constantly asking permission, and how the right routines made it easier to work alongside people he normally couldn’t stand. And now, as an impromptu nation builder, he was seeing how crowds and cultures abided by many of the same rules. In some sense, he said, a community was a giant collection of habits occurring among thousands of people that, depending on how they’re influenced, could result in violence or peace. In addition to removing the food vendors, he had launched dozens of different experiments in Kufa to influence residents’ habits. There hadn’t been a riot since he arrived.
“Understanding habits is the most important thing I’ve learned in the army,” the major told me. “It’s changed everything about how I see the world. You want to fall asleep fast and wake up feeling good? Pay attention to your nighttime patterns and what you automatically do when you get up. You want to make running easy? Create triggers to make it a routine. I drill my kids on this stuff. My wife and I write out habit plans for our marriage. This is all we talk about in command meetings. Not one person in Kufa would have told me that we could influence crowds by taking away the kebab stands, but once you see everything as a bunch of habits, it’s like someone gave you a
