# Highly Recommended《Bran-New + Ted Talks Speaker + How To Master Life By Mastering Habit》Charles Duhigg - THE POWER OF HABIT : Why We Do What We Do, and How to Change In Life and Business
This powerful New York Times bestselling paperback is a bran-new book and is nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM61.19. Now here Only at RM28. OVER 60 WEEKS ON THE NEW YORK TIMES BESTSELLER LIST ★★ NEW YORK TIMES BESTSELLER ★★ NPR BESTSELLER ★★ WASHINGTON POST BESTSELLER ★★ LOS ANGELES TIMES BESTSELLER ★★ USA TODAY BESTSELLER ★★ PUBLISHERS WEEKLY BESTSELLER The book was long listed for the Financial Times and McKinsey Business Book of the Year Award . You can vist this Ted Talks link on Charles Duhigg speaks on "The Power Of Habit" : https://youtu.be/OMbsGBlpP30 A young woman walks into a laboratory. Over the past two years, she has transformed almost every aspect of her life. She has quit smoking, run a marathon, and been promoted at work. The patterns inside her brain, neurologists discover, have fundamentally changed. Marketers at Procter & Gamble study videos of people making their beds. They are desperately trying to figure out how to sell a new product called Febreze, on track to be one of the biggest flops in company history. Suddenly, one of them detects a nearly imperceptible pattern—and with a slight shift in advertising, Febreze goes on to earn a billion dollars a year. An untested CEO takes over one of the largest companies in America. His first order of business is attacking a single pattern among his employees—how they approach worker safety—and soon the firm, Alcoa, becomes the top performer in the Dow Jones. What do all these people have in common? They achieved success by focusing on the patterns that shape every aspect of our lives. They succeeded by transforming habits. Some of the main concepts Duhigg develops in it are described below： ● The Habit loop: This is a neurological pattern that governs any habit. It consists of three elements: a cue, a routine, and a reward. Understanding these components can help in understanding how to change bad habits or form good ones. The habit loop is always started with a cue, a trigger that transfers your brain into a mode that automatically determines which habit to use. The heart of the habit is a mental, emotional, or physical routine. Finally there is a reward, which helps your brain determine if this particular loop is worth remembering for the future. In an article in The New York Times, Duhigg notes, "The cue and reward become neurologically intertwined until a sense of craving emerges." Craving drives all habits and is essential to starting a new habit, or destroying an old one. Duhigg describes how Procter and Gamble used research on the habit loop and its connection to cravings to develop the market for Febreze, a product that eliminates bad odors, to make a fortune. ● Golden Rule of Habit Change: The Golden rule of habit change is a rule to follow that will help you stop your addictive habits and replace them with new ones. It states that if you keep the initial cue, replace the routine, and keep the reward, change will eventually occur, although individuals who do not believe in what they are doing will likely fall short of the expectations and give up. Belief is a critical element of such a change, though it can be structured in a number of ways including group settings. Often people who join groups like accountability groups are better off than those who act alone as individuals. Charles Duhigg used several examples to illustrate his argument, including the case of Bill Wilson, an ex-alcoholic whose newfound faith in Christ led him to create Alcoholics Anonymous. By understanding habits, the golden rule of habit, and the crucial role of belief, he was able to start a foundation that has reformed tens of thousands of alcoholics. ● Keystone Habits: A keystone habit is an individual pattern that is unintentionally capable of triggering other habits in the lives of people. Duhigg wrote about the company Alcoa, and how the new CEO Paul H. O'Neill, was able to raise the company's market capitalization by $27 billion by targeting safety in the work environment. O'Neil said, "I knew I had to transform Alcoa, ... [b]ut you can't order people to change, that's not how the brain works. So I decided I was going to start by focusing on one thing. If I could start disrupting the habits around one thing, it would spread throughout the entire company." In The Power of Habit, award-winning New York Times business reporter Charles Duhigg takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. With penetrating intelligence and an ability to distill vast amounts of information into engrossing narratives, Duhigg brings to life a whole new understanding of human nature and its potential for transformation. Along the way we learn why some people and companies struggle to change, despite years of trying, while others seem to remake themselves overnight. We visit laboratories where neuroscientists explore how habits work and where, exactly, they reside in our brains. We discover how the right habits were crucial to the success of Olympic swimmer Michael Phelps, Starbucks CEO Howard Schultz, and civil-rights hero Martin Luther King, Jr. We go inside Procter & Gamble, Target superstores, Rick Warren’s Saddleback Church, NFL locker rooms, and the nation’s largest hospitals and see how implementing so-called keystone habits can earn billions and mean the difference between failure and success, life and death. At its core, The Power of Habit contains an exhilarating argument: The key to exercising regularly, losing weight, raising exceptional children, becoming more productive, building revolutionary companies and social movements, and achieving success is understanding how habits work. Habits aren’t destiny. As Charles Duhigg shows, by harnessing this new science, we can transform our businesses, our communities, and our lives. This is great book, and you need to read it. How is that for a definitive opening line? The reason it’s such a good book is because it uses research to explain how habits are formed and changed. Everyone knows someone who was out of shape, or was a smoker, and then in what appeared as if almost overnight, changed themselves in a short period of time. How did they do that? They formed new habits and changed old ones, that’s how. Do something enough and it becomes a habit, good or bad. This is explained in the book by research on memory loss. For example, the research found that patients suffering from memory loss could not show someone where the kitchen is when asked, but once they got hungry the would get up and go to the kitchen automatically. This is made possible by the habit loop of cue, routine, and reward. The cue makes the brain find the routine as it anticipates the reward. A classic example is stress and smoking, the cue is stress, the routine is smoking, the reward is the feeling the cigarette brings. Most people were interested in how the book described changing a habit. Let’s face it, we all have habits we want to change. To accomplish this we need to keep the cue and reward, but change the routine. This logic flows into much larger problem sets such as organizations and communities. Focus on changing one thing, the keystone habit from which a cascade of other habits will form. The author illustrates this example by discussing how the company Alcoa was transformed by the keystone habit of a singular focus on safety. The book flows really well and uses research throughout to substantiate the concepts presented. The audience who can benefit from this book is vast, from individuals to corporates to governments. ‘Powerful in its elegant simplicity.......Sharp, provocative, and useful.’ --Jim Collins
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