Despite all this, go big or go home is the way many people approach change. As a result, most people don’t know how to think tiny. - B.J. Fogg

And demotivators can push us into self-criticism. If you want to cut down on calories, putting a note on your fridge that says, STOP! YOU’RE OVERWEIGHT would certainly be demotivating, but it’s also demoralizing. We change best by feeling good, not by feeling bad, so make sure your attempts at demotivating behavior don’t morph into guilt trips.

you start eating like a person who goes to the farmers’ market, your brain begins guiding you in the direction of a coherent identity, and adding pumpkin seeds to your salad doesn’t sound like such a crazy thing anymore; it sounds natural.

Their relationship drives our every action and reaction — they are the basic ingredients of human behavior.