Nir Eyal

And what's missing is that we don't understand motivation.

That motivation, we think, is a straight line, right?

If I want the benefit, I do the behavior.

Simple, classic economics.

but there's obviously something missing.

And the thing that's missing is belief, that motivation is not a straight line, it's a triangle.

So you can know what to do, the behavior, you can even know the benefit, right, why you wanna do it.

But if you don't believe in either the outcome or that you will do the behavior, it's not gonna happen.

So for example, if you don't believe that your boss has your best interest at heart, right, maybe you're not gonna, you don't trust them to give you that promotion or that raise,

well, then you're not going to work that hard.

Or much more often, if you don't believe in your own capabilities to do the behavior, you're going to self-sabotage with what we call limiting beliefs.

So if you don't understand how to choose your beliefs wisely, no amount of information is going to help you.

So I wanted to write the book that appreciates that and teaches people not just positive thinking, because we know that there's a huge negative side to positive thinking the wrong way, but rather gives people the tools to actually understand

understand for the first time, what are my hidden limiting beliefs?

Because we all carry around these hidden limiting beliefs.

We can't see them.

That's why they're hidden.

And then how do we turn those limiting beliefs into liberating beliefs?

So we finally do what we say we're going to do.

Sure thing.