Nir Eyal

Oh yeah, I definitely should go to the gym more.

I definitely should eat right.

Okay, but do we do it?

I definitely should get to work on that book I've been wanting to write or start that business.

Well, do we do it?

I definitely want to repair that broken relationship.

Okay, but does it happen?

No, there are these things in our life that year after year are still on our to-do list, right?

They're still on our resolution.

There's still those relationships that need repairing and those projects that we haven't finished.

And so my fundamental question is, why is it that despite knowing what to do and wanting the outcome, why don't we do it?

And the reason is that motivation is not a straight line.

It's not that simple.

If all that was missing was knowing what to do and having a reason to do it, we'd all have six pack abs and be multimillionaires.

Because the answers are out there.

Google it.

Ask ChatGPT.

We're drowning in information.

There's no shortage of information.

What we're missing is something more fundamental.