When Paul O'Neill took over as CEO, the relationship between managers and employees had long been fraught - some 15,000 workers had recently gone on strike. "If you can change a keystone habit, you unlock all these other patterns in someone's life or in an organization," Duhigg says. To do this, Duhigg says, you have to target a particularly significant behavior he calls a "keystone habit." The science of habit-forming can be used not only to sell products, but also to transform people or entire companies. "The reason why these cues and rewards are so important is because over time, people begin craving the reward whenever they see the cue, and that craving makes a habit occur automatically." "This gets to how habits work," Duhigg says. Hopkins actually started the tooth-brushing habit in America with Pepsodent," Duhigg says.Ĭharles Duhigg writes for the business section of The New York Times. "For the first time, people started buying toothpaste. But Hopkins drew people's attention to it by creating posters that read, "Get rid of that film. "For years, people had felt a film on their teeth and had never worried about it, and you don't need toothpaste to get rid of it," Duhigg says. The cue Hopkins used to sell his toothpaste was the filmy plaque that forms naturally on teeth. He intuited years before laboratories had proven that it exists." "He had these two simple rules: make a product into a daily habit - find some simple cue, something that's going to trigger the consumer - and second of all, you have to give them the reward. Hopkins had made his name creating habits around products and making them famous," Duhigg says. Hopkins, heard about a new toothpaste called Pepsodent, he thought he could make a killing.
But when one of the nation's most prominent advertising executives, Claude C. About a hundred years ago, says Duhigg, no one in America brushed his or her teeth. Toothpaste is a perfect example of how companies put the habit loop to use. and then there's a reward, which tells our brain whether we should store this habit for future use or not." "There's a routine, which is the behavior itself. First, "there's a cue, which is kind of a trigger for an automatic behavior to start unfolding," Duhigg tells Morning Edition's Renee Montagne.
By luck or design, they've been tapping into a powerful psychological pattern: the "habit loop." In his new book, The Power of Habit: Why We Do What We Do in Life and Business, Charles Duhigg, a business reporter for The New York Times, explains how some companies have achieved enormous success by altering people's habits. It wasn't enough to simply sell a product the goal was to hook consumers and keep them coming back. is but a mass of habits."Īd men in the 20th century took this aphorism to heart. The 19th century psychologist William James observed, "All our life. Your purchase helps support NPR programming. Close overlay Buy Featured Book Title The Power of Habit Author Charles Duhigg
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