I asked him what he thought was the biggest barrier to happiness for most people. ‘It’s just a total absence of awareness, except for the thoughts that are continuously passing through your mind. It is the state of being so identified with the voices in your head’ – and at this point he emitted a tight Germanic chuckle – ‘that you think you are the voices in your head.

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The white bear challenge, after all, seems like a metaphor for much of what goes wrong in life: all too often, the outcome we’re seeking to avoid is exactly the one to which we seem magnetically lured. Wegner labelled this effect ‘the precisely

Perhaps you don't need telling that self-help books, the modern-day apotheosis of the quest for happiness, are among the things that fail to make us happy. But, for the record, research strongly suggests that they rarely much help. This is why, among themselves, some self-help publishers refer to the 'eighteen-month rule', which states that the person most likely to purchase any given self-help book is someone who, within the previous eighteen months, purchased a self-help book – one that evidently didn't solve all their problems.

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For the Stoics, the realisation that we can often choose not to be distressed by events, even if we can't choose events themselves, is the foundation of tranquility. For the Buddhists, a willingness to observe the 'inner weather' of your thoughts and emotions is the key to understanding that they need not dictate your actions. Each of these is a different way of resisting the 'irritable reaching' after better circumstances or better thoughts and feelings. But negative capability need not involve embracing an ancient philosophical or religious tradition. It is also the skill you're exhibiting when you move forward with a project – or with life – in the absence of sharply defined goals; when you dare to inspect your failures; when you stop trying to eliminate feelings of insecurity; or when you put aside 'motivational' techniques in favour of actually getting things done.

One of the worst things about being a motivational speaker, or any other kind of advocate for the power of positive thinking, must be the constant pressure to seem upbeat: if anyone ever catches you scowling, or stressed, or feeling sorry for yourself – all very normal occurrences for anybody, of course – it threatens to undermine everything you stand for. Becoming an advocate for the power of negative thinking, as I gradually did, holds no such hazard. Bad moods are permitted.

Productivity is a trap. Becoming more efficient just makes you more rushed, and trying to clear the decks simply makes them fill up again faster. Nobody in the history of humanity has ever achieved "work-life balance," whatever that might be, and you certainly won't get there by copying the "six things successful people do before 7:00 a.m." The day will never arrive when you finally have everything under control — when the flood of emails has been contained; when your to-do lists have stopped getting longer; when you're meeting all your obligations at work and in your home life; when nobody's angry with you for missing a deadline or dropping the ball; and when the fully optimized person you've become can turn, at long last, to the things life is really supposed to be about. Let's start by admitting defeat: none of this is ever going to happen. But you know what? That's excellent news.

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Convenience culture seduces us into imagining that we might find room for everything important by eliminating only life's tedious tasks. But it's a lie. You have to choose a few things, sacrifice everything else, and deal with the inevitable sense of loss that results.

Reassurance can actually exacerbate anxiety: when you reassure your friend that the worst-case scenario he fears probably won't occur, you inadvertently reinforce his belief that it would be catastrophic if it did. You are tightening the coil of his anxiety, not loosening it. All to often, the Stoics point out, things will not turn out for the best.