The Upside of Irrationality (Enhanced Edition): The Unexpected Benefits of Defying Logic at Work and at Home

by Dan Ariely

Sadly, in surrendering our effort in these activities, we gain relaxation, but we may actually give up a lot of deep enjoyment because, in fact, it’s often effort that ultimately creates long-term satisfaction.

In the scientific world, the Not-Invented-Here bias is fondly called the “toothbrush theory.” The idea is that everyone wants a toothbrush, everyone needs one, everyone has one, but no one wants to use anyone else’s.