Have you ever found yourself in a specific situation, a concert, a holiday, or a family visit and experienced an intense, unexpected urge to drink? This episode dives into the neuroscience behind this phenomenon, known as "incentive salience" . Coaches Jason and Matt explain how your brain's reward system creates subconscious associations with people, places, and things, triggering a powerful, anticipatory craving. Learn how to develop the awareness and curiosity needed to interrupt this pattern, rewire your neural pathways, and build a truly alcohol-free life . Download my FREE guide: The Alcohol Freedom Formula For Over 30s Entrepreneurs & High Performers: https://social.alcoholfreelifestyle.com/podcast ★ - Learn more about Project 90: www.alcoholfreelifestyle.com/Project90 ★ - (Accountability & Support) Speak verbally to a certified Alcohol-Free Lifestyle coach to see if, or how, we could support you having a better relationship with alcohol: https://www.alcoholfreelifestyle.com/schedule ★ - The wait is over – My new book "CLEAR" is now available. Get your copy here: https://www.alcoholfreelifestyle.com/clear

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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