America Is The Saudi Arabia Of Coal.

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.

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.

At Some Point, If You're Changing A Really Deep-seated Behavior, You're Going To Have A Moment Of Weakness.

If You Want To Do Something That Requires Willpower - Like Going For A Run After Work - You Have To Conserve Your Willpower Muscle During The Day.

A Movement Starts Because Of The Social Habits Of Friendship And The Strong Ties Between Close Acquaintances. It Grows Because Of The Habits Of A Community, And The Weak Ties That Hold Neighborhoods And Clans Together. And It Endures Because A Movement's Leaders Give Participants New Habits That Create A Fresh Sense Of Identity And A Feeling Of Ownership.