Nir Eyal

And so if we know that the number one factor of whether you'll achieve your goals is whether you persist, we need to dive deeper and say, well, how do I stay motivated?

And the way we stay motivated is by not expecting this simplistic model of motivation to work for us.

We think, at least the way I thought,

was that motivation works when I want some kind of reward.

I want some kind of benefit.

So I do a behavior, right?

If I do the behavior, I get the benefit.

Simple as that.

That's kind of how classical economics teaches us about incentives.

But there's clearly something missing.

That if it was easy enough to say, well, I want this benefit, so I'll do this behavior.

If that's all it took, well, then we would all have six pack abs and be multimillionaires and be perfectly happy.

Because the information's out there.

We know what to do and we know we want it.

What's missing, of course, is a belief that if I don't believe I can get that benefit.

So for example, let's say I have a boss who I don't believe has my best interest at heart.

Maybe I don't believe they're gonna give me that raise or promotion.

Am I gonna stay motivated to work for that boss if I don't believe I'm gonna get the benefit?

No, I'm gonna slack off.

I'm not gonna do my best work.