Dopamine released not only when you experience pleasure, but also when you anticipate it.

Without dopamine, desire died. And without desire, action stopped.

While it is not possible to transform every habit into a supernormal stimulus, we can make any habit more enticing.

If history serve as a guide, the opportunities of the future will be more attractive than those of today.

One of the most practical ways to eliminate a bad habit is to reduce exposure to the cue that causes it.

I have never seen someone consistently stick to positive habits in a negative environment.

In the long run, we become a product of the environment we live in.

Here’s the punchline: You can break a habit, but you’re unlikely to forget it.

It’s easier to practice self-restraint when you don’t have to use it very often.

The people with the best self-control are typically the ones who need to use it the least.

Addictions could spontaneously dissolve if there was a radical change in the environment.

Small changes in context can lead to large changes in behavior over time.

A stable environment where everything has a place and a purpose is an environment where habits can easily form.

Be the designer of your world and not merely the consumer of it.

If you want to make a habit a big part of your life, make the cue a big part of your environment.

A small change in what you see can lead to big shift in what you do.

Customers will occasionally buy products not because they want them but because of how they are presented to them.

Environment is the invisible hand that shapes human behavior.

Your habits change depending on the room you are in and the cues in front of you.

People often choose products not because of what they are, but because of where they are.