12/5/2023 0 Comments Charles duhigg keystone habits![]() You use the same cue and reward but substitute a new routine. In chapter 3 Duhigg goes to the world of American Football and the NFL to introduce us to what he calls the golden rule of habit change: You can’t extinguish a bad habit, you can only change it. So new habits are created by putting together a cue, a routine and reward and cultivating the craving that drives the loop. As we begin to associate certain cues with certain rewards a subconscious craving emerges in our brains and powers the habit loop. It is that craving that powers the three step habit loop described above. That executive, Claude Hopkins, demonstrated that new habits can be cultivated and grown but to do so requires a craving. In chapter 2 we learn about the history of tooth paste and air freshener in the USA and the advertising executive who had a significant part in their success. The thing is that our brain doesn’t know the difference between a good habit and a bad habit! We might not remember the experiences that create out habits, but once they are set our brains influence how we react, mostly without us realising. And when a habit emerges our brain basically stops participating and it just happens automatically. Habits stick because they create a craving – a powerful sense of anticipation of getting the reward.
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