Just as we are more likely to repeat an experience when the ending is satisfying, we are also more likely to avoid an experience when the ending is painful. Pain is an effective teacher. If a failure is painful, it gets fixed. If a failure is relatively painless, it gets ignored. The more immediate and more costly a mistake is, the faster you will learn from it. The threat of a bad review forces a plumber to be good at his job. The possibility of a customer never returning makes restaurants create good food. The cost of cutting the wrong blood vessel makes a surgeon master human anatomy and cut carefully. When the consequences are severe, people learn quickly.
The more immediate the pain, the less likely the behavior. If you want to prevent bad habits and eliminate unhealthy behaviors, then adding an instant cost to the action is a great way to reduce their odds.
We repeat bad habits because they serve us in some way, and that makes them hard to abandon. The best way I know to overcome this predicament is to increase the speed of the punishment associated with the behavior. There can’t be a gap between the action and the consequences.
As soon as actions incur an immediate consequence, behavior begins to change. Customers pay their bills on time when they are charged a late fee. Students show up to class when their grade is linked to attendance. We’ll jump through a lot of hoops to avoid a little bit of immediate pain.
There is, of course, a limit to this. If you’re going to rely on punishment to change behavior, then the strength of the punishment must match the relative strength of the behavior it is trying to correct. To be productive, the cost of procrastination must be greater than the cost of action. To be healthy, the cost of laziness must be greater than the cost of exercise. Getting fined for smoking in a restaurant or failing to recycle adds consequence to an action. Behavior only shifts if the punishment is painful enough and reliably enforced.
In general, the more local, tangible, concrete, and immediate the consequence, the more likely it is to influence individual behavior. The more global, intangible, vague, and delayed the consequence, the less likely it is to influence individual behavior.
THE HABIT CONTRACT
Just as governments use laws to hold citizens accountable, you can create a habit contract to hold yourself accountable. A habit contract is a verbal or written agreement in which you state your commitment to a particular habit and the punishment that will occur if you don’t follow through. Then you find one or two people to act as your accountability partners and sign off on the contract with you.
To make bad habits unsatisfying, your best option is to make them painful in the moment. Creating a habit contract is a straightforward way to do exactly that.
Knowing that someone is watching can be a powerful motivator. You are less likely to procrastinate or give up because there is an immediate cost. If you don’t follow through, perhaps they’ll see you as untrustworthy or lazy. Suddenly, you are not only failing to uphold your promises to yourself, but also failing to uphold your promises to others.
You can even automate this process. Thomas Frank, an entrepreneur in Boulder, Colorado, wakes up at 5:55 each morning. And if he doesn’t, he has a tweet automatically scheduled that says, “It’s 6:10 and I’m not up because I’m lazy! Reply to this for $5 via PayPal (limit 5), assuming my alarm didn’t malfunction.”
We are always trying to present our best selves to the world. We comb our hair and brush our teeth and dress ourselves carefully because we know these habits are likely to get a positive reaction. We want to get good grades and graduate from top schools to impress potential employers and mates and our friends and family. We care about the opinions of those around us because it helps if others like us. This is precisely why getting an accountability partner or signing a habit contract can work so well.
Chapter Summary
- The inversion of the 4th Law of Behavior Change is make it unsatisfying.
- We are less likely to repeat a bad habit if it is painful or unsatisfying.
- An accountability partner can create an immediate cost to inaction. We care deeply about what others think of us, and we do not want others to have a lesser opinion of us.
- A habit contract can be used to add a social cost to any behavior. It makes the costs of violating your promises public and painful.
- Knowing that someone else is watching you can be a powerful motivator.
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