How to Change

Ever wonder why you know what's good for you, yet struggle to actually *do* it? Katy Milkman's "How to Change" dives headfirst into the science of behavior change, offering a refreshingly practical and insightful guide to overcoming the common obstacles that keep us stuck. Prepare to embark on an enlightening journey, armed with evidence-based strategies to conquer impulsivity, procrastination, forgetfulness, laziness, lack of confidence and even the pressure to conform. Through captivating stories and real-world examples, Milkman transforms complex research into actionable steps, empowering you to finally bridge the gap between intention and action. Get ready to unlock your potential, build lasting habits, and discover the surprising ways to harness your own human nature for good. This book isn't just about changing; it's about understanding *why* we resist change and learning how to work *with* ourselves to achieve our goals with greater ease and effectiveness. Expect a blend of intellectual curiosity and empowering practicality, leaving you feeling both informed and inspired to create positive change in your life.

In Katy Milkman's "How to Change," the chapter "Getting Started" opens with a visit to Google headquarters, sparking a quest to understand why people resist beneficial changes, even when resources are abundant. Prasad Setty's question about the ideal timing for encouraging new behaviors becomes the chapter's driving force. Milkman then pivots to the success story of the "Back to Sleep" campaign, a striking example of how timing can amplify the impact of a public health initiative; it highlights the power of a blank slate, like new parenthood, when old habits haven't yet taken root, suggesting that **fresh starts provide unique opportunities for change because individuals are more open to new information before routines become entrenched**. The author introduces the "fresh start effect," born from collaboration with Hengchen Dai and Jason Riis, illustrating that these moments—like New Year's resolutions—are not merely calendar events but psychological resets. Milkman shares Ray Zahab's story, a man who used the new millennium to quit smoking and transform his life, underscoring **the profound impact of symbolic milestones on personal transformation, showing how these landmarks can provide the impetus to break free from old patterns**. Research reveals consistent patterns: gym visits spike in January, after holidays, and following birthdays, indicating **a natural human inclination to align new behaviors with temporal landmarks, leveraging these moments to initiate change**. The chapter then broadens its scope, noting that fresh starts aren't limited to calendar dates; a health scare, a move, or even a disrupted commute can serve the same purpose, disrupting routines and paving the way for new behaviors, suggesting **life events that disrupt routines can be as powerful as calendar-based fresh starts, offering unexpected opportunities for change**. Milkman then shares a baseball study conducted by Hengchen, revealing a nuanced perspective: while struggling players benefit from a mid-season reset, high performers often see their progress stall, cautioning that **fresh starts aren't universally beneficial; they can disrupt existing momentum and hinder progress for those already on a positive trajectory**. The chapter culminates with a field experiment involving retirement savings, demonstrating that invitations timed around birthdays or the start of spring are significantly more effective, showing **strategically timed interventions, aligned with fresh start dates, can significantly boost engagement and adoption of new behaviors**. The author emphasizes the importance of looking for and creating fresh start opportunities, whether through personal milestones or by reframing how we track progress, urging readers to embrace these moments for positive change while remaining mindful of their potential downsides, like a river whose currents can either carry one forward or sweep away hard-won gains.

In this exploration of impulsivity, Katy Milkman introduces us to the concept of present bias, that universal tendency to favor immediate gratification over long-term rewards, a force as familiar as the siren song of the escalator over the virtuous climb of the stairs. Milkman illustrates this tension with the whimsical example of Stockholms Odenplan metro station, where musical stairs transformed a mundane task into an engaging experience, boosting stair usage by 66 percent. She recounts her own graduate school struggles to balance demanding studies with the need for exercise, a personal battle against the allure of procrastination. The author then invokes Mary Poppins' wisdom, advocating for a spoonful of sugar to make the medicine go down, a strategy often overlooked in our pursuit of goals. Milkman highlights research by Ayelet Fishbach and Kaitlin Woolley, which demonstrates that prioritizing enjoyment in healthy activities leads to greater persistence. A core insight emerges: We often overestimate our willpower, neglecting the immediate discomfort of change. To counteract this, Milkman introduces temptation bundling, a technique she developed to combine desirable indulgences with necessary tasks, such as reading novels only while at the gym. She describes a study at the University of Pennsylvania, where students given audiobooks accessible only at the gym increased their exercise frequency significantly. The author then shifts focus to gamification, citing Jana Gallus's work with Wikipedia, where symbolic awards increased volunteer engagement by 20 percent. However, Milkman cautions against forced fun, referencing a study where a basketball-themed sales game backfired when employees didn't buy in. The chapter culminates with the inspiring story of Nancy Strahl, who used a gamified rehab program to recover from paralysis after a stroke, a testament to the power of voluntary engagement. Milkman emphasizes that the most effective strategies align instant gratification with our long-term goals, transforming obstacles into enticements. Like Google's innovative office designs or virtual happy hours during the pandemic, the key is to make the path to virtue a pleasurable journey, not a grueling march. Ultimately, Milkman reveals that by cleverly engineering our environments and activities, we can harness the power of present bias to work for us, not against us, turning the things we should do into the things we want to do. The path to success, she suggests, isn't about resisting temptation, but about strategically aligning pleasure and purpose, creating a symphony of motivation where every step is a note of enjoyment.

Katy Milkman opens this chapter with the story of Omar Andaya, a banking executive in the Philippines who sought to improve his customers' savings habits, setting the stage for an exploration into the complexities of procrastination and self-control. Andaya's collaboration with academics to introduce locked bank accounts—accounts with restricted access—highlights a central tension: the conflict between immediate desires and long-term goals. Milkman then pivots to Dan Ariely's work with MIT students, revealing how students often undermine their academic performance through procrastination. Ariely's experiment, offering students the option to set their own deadlines with penalties, underscores the counterintuitive appeal of limiting one's own freedom. The author explains that many people will voluntarily choose constraints, a concept that challenges traditional economic theory, which posits that more freedom is always preferable. These commitment devices, as Milkman elaborates, are strategies individuals use to reduce their own freedom in service of a greater goal, offering examples from Odysseus binding himself to the mast to Victor Hugo locking away his clothes to meet a writing deadline, painting a vivid picture of self-imposed limitations as tools for success. It becomes clear that commitment devices aren't just about restriction; they're about strategically pre-committing to choices that align with our long-term intentions. Milkman introduces the concept of cash commitment devices, where individuals wager money that they forfeit if they fail to meet their goals, illustrating this with the story of Nick Winter, who risked a significant sum to ensure he wrote a book and went skydiving. These devices, though effective, face resistance due to their seemingly bizarre nature—voluntarily signing up for penalties. The narrative then shifts to soft commitments, such as pledges, which carry psychological rather than financial costs, using the example of doctors pledging to reduce unnecessary antibiotic prescriptions. Milkman distinguishes between hard commitments (locked accounts, cash penalties) and soft commitments (public pledges), noting that while hard commitments are more effective, they are also less palatable to many. Karen Herrera's weight loss journey, aided by weekly commitments to a nutritionist, exemplifies the power of soft commitments and the benefits of a bite-size approach to goal setting. The chapter concludes by addressing why commitment devices, despite their proven effectiveness, aren't more widely adopted, suggesting the existence of two types of people: sophisticates, who acknowledge their self-control problems and embrace commitment devices, and nafs, who overestimate their willpower. Ultimately, Milkman positions the reader as a newly informed sophisticate, equipped with the knowledge to leverage commitment devices for behavior change, emphasizing that recognizing the value of these tools is the first step toward mastering self-control.

Katy Milkman, drawing on insights from Todd Rogers's work on voter turnout and Prashant Srivastava's efforts to increase flu vaccinations, illuminates the pervasive problem of forgetfulness and its impact on our intentions. She begins with the puzzle of why people fail to follow through on their plans, even when motivated. Todd Rogers discovered that a primary reason for this 'flake out' is simple forgetting, a phenomenon Ebbinghaus captured with his forgetting curve, showing how rapidly information decays in our minds. Milkman highlights that reminders can help, but their effectiveness hinges on timing, as demonstrated by the seatbelt study where immediate reminders dramatically increased compliance. To truly combat forgetfulness, Milkman introduces Peter Gollwitzer's concept of implementation intentions: cue-based planning. This involves linking a desired action to a specific trigger, turning intentions into concrete plans; 'When X happens, I'll do Y.' Milkman shares Todd's experiment with the coffee shop coupons and the three-eyed alien, revealing that distinctive cues are far more effective at jogging our memory. She illustrates how Todd applied this to voter turnout, prompting voters to articulate their voting plans, which significantly increased participation, especially among those in single-voter households. Milkman then recounts how Evive Health successfully used planning prompts to boost flu vaccination rates and colonoscopy screenings, proving the broad applicability of this approach. Angela Duckworth emphasizes that planning forces us to break down big goals into manageable steps, transforming abstract intentions into actionable tasks, much like NASA breaking down the moon landing into countless sub-goals. Milkman concludes by urging readers to create their own cue-based plans, select vivid cues, and schedule timely reminders, offering a powerful toolkit to bridge the gap between intention and action, turning good intentions into tangible results. The path to success is paved with well-timed cues.

In this chapter of *How to Change*, Katy Milkman explores the surprising power of laziness, reframing it not as a vice, but as an inherent human feature that, when harnessed, can drive positive change. She begins with a compelling anecdote: a health system's overnight shift to prescribing generic drugs, sparked by a simple change in a software default. The author explains that humans naturally take the path of least resistance, a trait often seen as detrimental to behavior change. However, Milkman argues that this tendency toward efficiency can be leveraged for good. She illustrates this with the concept of 'defaults'—pre-selected options that require active effort to override. A vivid example emerges: the IT consultant who flipped the script on prescription habits simply by changing the system's default to generic drugs, a quiet revolution saving millions. Milkman transitions to habits, describing them as the brain's default settings, honed through repetition and consistent cues. She paints a sensory scene of firefighters, relying on practiced drills in a burning warehouse, their reflexes sharpened to save lives, highlighting the critical role of habits in high-pressure situations. She cautions, though, that habits are not always easily formed, especially in unpredictable environments, recounting a study at Google that challenged the conventional wisdom of strict routines. The research revealed that while consistency is beneficial, too much rigidity can backfire, creating 'Rigid Rachels' who falter when their routines are disrupted. Instead, Milkman advocates for 'elastic habits'—routines that incorporate flexibility, allowing individuals to adapt and maintain their desired behaviors even when faced with unexpected obstacles. Milkman draws inspiration from figures like Ben Franklin and Jerry Seinfeld, who meticulously tracked their habits, emphasizing the importance of monitoring progress and avoiding lapses. Ultimately, the author underscores that while defaults offer a one-time solution, habits require ongoing effort and adaptability, suggesting we can piggyback new habits on old ones. This approach, combined with tracking and flexibility, can transform laziness from a barrier into a catalyst for lasting positive change, turning the path of least resistance into a highway toward achieving our goals.

In "Confidence," Katy Milkman navigates the elusive nature of self-belief and its profound impact on achieving our goals. She begins with a personal anecdote, recounting a moment of despair after a manuscript rejection and the pivotal advice from her mentor, Max Bazerman, whose unwavering faith in his students became legendary. Milkman then pivots to Lauren Eskreis-Winkler's research, revealing a counterintuitive insight: giving advice can be more empowering than receiving it, addressing self-doubt more effectively than unsolicited guidance. The author illuminates how offering advice boosts confidence and creates a 'saying-is-believing' effect, compelling us to act on our own counsel. Milkman transitions to the power of expectations, sharing Alia Crum's study on hotel housekeepers, demonstrating how beliefs about our work can alter our physical and emotional experiences. Like George Dantzig solving unsolvable math problems simply because he believed they were homework, our expectations shape our outcomes. Milkman emphasizes the importance of mentors like Bazerman, whose belief in their students becomes a self-fulfilling prophecy, nurturing growth and resilience. She then introduces Marissa Sharif's strategy of 'mulligans' or emergency passes, providing a buffer against the 'what-the-hell effect' that can derail progress after minor setbacks. This flexibility, Milkman argues, preserves self-confidence, like a pressure valve releasing steam. Further, she champions Carol Dweck's growth mindset, illustrating how viewing failures as learning opportunities fosters resilience and a willingness to embrace challenges. Finally, Milkman underscores that while overconfidence is a recognized bias, underconfidence is a more insidious obstacle, and concludes by urging readers to cultivate supportive environments, seek opportunities to advise others, and reframe setbacks as stepping stones to success, believing that, indeed, they are already halfway there.

In this chapter of *How to Change*, Katy Milkman explores the subtle yet powerful forces of conformity that shape our behaviors, often without our conscious awareness. She begins with the anecdote of Scott Carrell, whose academic performance at the Air Force Academy was surprisingly influenced by his randomly assigned squadron mates, highlighting the profound impact of peer groups. Milkman illustrates how social norms create pressure, driving us to conform to avoid social discomfort and to gain valuable information. Consider her classroom experiment, where students spontaneously applaud for the dean, revealing our inherent desire to fit in and glean insights from the crowd's behavior—a vivid scene of human instinct in action. The author then introduces the 'copy and paste' strategy, where individuals deliberately emulate the successful habits of their peers, a method Kassie Brabaw used to adopt a vegetarian lifestyle. However, Milkman cautions against the 'false consensus effect,' our tendency to assume others share our beliefs and knowledge, which can blind us to valuable learning opportunities. She underscores the importance of seeking out diverse perspectives and actively learning from others' life hacks, but also notes a crucial caveat: social influence can backfire if the gap between overachievers and those needing a boost is too wide, leading to discouragement rather than inspiration. This is mirrored in Scott Carrell's failed experiment at the Air Force Academy, where grouping high and low performers led to segregation and poorer outcomes. The chapter culminates by examining how the awareness of being watched—social accountability—can drive positive change, illustrated by the Michigan voting experiment, but Milkman wisely notes the ethical tightrope we walk when wielding social pressure. She suggests that offering opportunities for public praise, rather than shame, is a more effective and ethical approach. Ultimately, Milkman advocates for leveraging social forces for good, emphasizing that understanding and channeling these influences—from peer pressure to trendsetting—can empower us to achieve our goals and inspire others along the way, provided we remain mindful of the delicate balance between encouragement and coercion. Milkman leaves us with a practical lesson: to become deliberate copy-and-pasters, observing and emulating those who already embody the changes we seek, transforming social forces into a catalyst for personal and collective growth.

In this concluding chapter of *How to Change*, Katy Milkman, alongside Angela Duckworth, reflects on a large-scale study aimed at fostering lasting exercise habits, revealing a tension between short-term success and enduring behavioral change. The initial excitement of seeing immediate increases in gym attendance soon gave way to the sobering reality that these changes often faded once the interventions stopped, a scenario Milkman likens to treating a chronic disease with a temporary fix. Inspired by Kevin Volpp's wisdom, Milkman reframes behavior change as an ongoing process, not a one-time event; the internal obstacles—temptation, forgetfulness, underconfidence, and laziness—require continuous management, much like the symptoms of a chronic illness. Drawing parallels to Opower's home-energy reports, she illustrates how sustained awareness and consistent nudges are crucial for maintaining new habits, emphasizing that while initial efforts yield positive results, relapse is likely without continued support. Milkman advocates for a glass-half-full perspective, highlighting that lasting change is indeed possible, but it demands a commitment to treating it as a chronic challenge, employing tailored solutions repeatedly and consistently. She shares the story of her student, Karen Herrera, whose long-term success in maintaining a healthy lifestyle stems from her dedication to a personalized suite of strategies and a mindset that embraces ongoing effort. Milkman underscores the importance of understanding one's opponent—the specific obstacles hindering progress—and adapting strategies as needed, just as a tennis player adjusts their game plan mid-match. She cautions against blindly pursuing goals that consistently lead to frustration, urging readers to reassess and consider alternative paths that align better with their strengths and preferences. The chapter closes with a call to action, encouraging readers to use the book's tools to diagnose their internal obstacles and implement customized solutions, reinforcing the message that meaningful and lasting change is within reach with the right approach and unwavering commitment. Like a gardener tending a delicate plant, constant care and adjustment are needed for lasting bloom.

Katy Milkman's "How to Change" offers a comprehensive toolkit for navigating the complexities of behavior modification. The core takeaway is that lasting change isn't about sheer willpower, but strategic self-engineering. From leveraging 'fresh start' moments to counteract inertia, to cleverly bundling temptations and designing commitment devices to combat procrastination, the book provides actionable strategies to overcome common obstacles. Ultimately, Milkman emphasizes the importance of understanding individual psychology and tailoring approaches. Recognizing that forgetfulness, laziness, and underconfidence are significant hurdles, the book advocates for personalized solutions, such as cue-based planning, strategic defaults, and cultivating supportive relationships. The book underscores that lasting change is an ongoing process, demanding sustained awareness and adaptability, rather than a one-time fix. By embracing a growth mindset, reframing setbacks, and understanding the power of social influence, individuals can foster resilience and create sustainable habits that lead to long-term success.