Don’t pressure yourself to do more than the tiniest version of your habit. If you’re sick, tired, or just not in the mood, scale back to tiny. - B. J. Fogg

If only his head shows, then the tide is high. Wearing T-shirts is a common way to declare your identity. Nike sends out T-shirts that say RUNNER. I wear T-shirts that have surfboards or show surf scenes. Because I surf more than one hundred times a year, I don’t feel like a poser; wearing that identity feels natural.

People use the word “goal” when they are talking about aspirations or outcomes. If someone says “goal,” you can’t be sure what they are talking about since the word is ambiguous. For that reason, “goal” is not part of the vocabulary in Behavior Design. Use either “aspiration” or “outcome” for precision.

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.