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The Power of Habit:

Fascinating research on how we are pathologically commanded by habits." — The Daily

A young woman walks into a lab. Over the last two years, she transformed almost every aspect of her life. She quit smoking, ran a marathon, and was promoted. Neurologists discovered that the patterns inside her brain had fundamentally changed.

Procter & Gamble advertisers watched videos of people making their beds. They were desperately trying to figure out how to sell a new product called Febreze, which was about to become one of the biggest flops in the company’s history. Suddenly, one of them detects an almost imperceptible pattern—and, with a subtle shift in the advertising campaign, Febreze starts selling a billion dollars a year.

A little-known executive director takes over one of the biggest North American companies. His first step is to target a single pattern among employees—the way they handle workplace safety—and soon the company begins to post the best performance on the Dow Jones index.

What do all these people have in common? They managed to succeed by focusing on patterns that shape every aspect of our lives. They found success by transforming habits. With insight and skill, Charles Duhigg presents a new understanding of human nature and its potential for transformation.