The Power of Habit / Duhig Charles How did one advertiser manage to turn brushing teeth from an unimportant occupation into a daily routine in the entire world? How did an American general manage to calm angry crowds with fast food? How did the swimmer Michael Phelps manage to break a world record even though his swimming goggles were flooded? Thanks to what was the personal Mary of Rosa Parks able to turn into a sweeping protest movement, while others who behaved like her were simply thrown in jail? The answer is - our habits seem to us that most of our choices are the result of well-considered decisions, but this is not the case. Most of what we choose to do is a product of habits. And even though a large part of these habits seem unimportant, the cumulative result has a tremendous impact on our health, our ability to work, our financial situation and our happiness. For hundreds of years people have tried to get down to studying our habits, but only in the last two decades have neurologists, psychologists, sociologists and marketers begun to understand how habits work - and more importantly, how they change. In the book The Power of Habit, Charles Duhigg takes us on a journey to the exciting peak of the scientific discoveries that explain why habits exist and how they can be changed, thereby creating a transformation in companies and enterprises, in communities, and in our own lives. Charles Duhigg is a science and technology reporter for The New York Times. He won several awards for his journalistic writing, the most important of which was the Pulitzer Prize for 2013. The book The Power of Habit spent 62 weeks on the New York Times bestseller list
