“We were looking at it all wrong. No one craves scentlessness. On the other hand, lots of people crave a nice smell after they’ve spent thirty minutes cleaning.”
This basic insight - that people don’t crave ‘empty’ rewards, like scentlessness, which are hard to see or touch or smell - might seem obvious, but think about how many times we try to motivate ourselves with such rewards. People say they want to diet because they want to lose weight - but losing pounds is hard to see or touch. We’re much better off with a tangible reward - like saying I want to diet in order to fit into a particular dress.
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