This is the real power of habit: the insight that your habits are what you choose them to be.

The biggest moment of flexibility in our shopping habits is when we have a child, because when you think about it, all of your old routines sort of go out the window, and suddenly a marketer can come in and sell you new kinds of things.

For a habit to stay changed, people must believe change is possible.

Shampoo doesn’t have to foam, but we add foaming chemicals because people expect it each time they wash their hair. Same thing with laundry detergent. And toothpaste—now every company adds sodium laureth sulfate to make toothpaste foam more. There’s no cleaning benefit, but people feel better when there’s a bunch of suds around their mouth. Once the customer starts expecting that foam, the habit starts growing.

The waste from power plants is essentially what is left over when you burn coal. And as we all know, coal is a relatively dirty mineral.

What studies say the number one best way to start an exercise habit is to give yourself a reward that you genuinely enjoy.

There’s something really powerful about groups and shared experiences. People might be skeptical about their ability to change if they’re by themselves, but a group will convince them to suspend disbelief. A community creates belief.