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A Q&A with Author Charles Duhigg

What sparked your curiosity about habits?
I first became interested inside science of habits eight years ago, as a newspaper reporter in Baghdad, after i learned about an army major conducting an experiment in a small town named Kufa.
The major had analyzed videotapes of riots coupled with discovered that violence was often preceded with a crowd of Iraqis gathering inside a plaza and, over the length of hours, growing in size. Food vendors would show up, as well as spectators. Then, someone would throw a rock or even a bottle.

When the major met with Kufa’s mayor, he made a bizarre request: Could they keep food vendors out in the plazas? Sure, the mayor said. A couple weeks later, a little crowd gathered near the Great Mosque of Kufa. It grew in size. Some individuals started chanting angry slogans. At dusk, everyone else started getting restless and hungry. People looked for that kebab sellers normally filling the plaza, but there was none to get found. The spectators left. The chanters became dispirited. By 8 p.m., everyone was gone.

I asked the major how he'd determined that removing food vendors would change peoples' behavior.

The U.S. military, he told me, is but one with the biggest habit-formation experiments in history. “Understanding habits is the most significant thing I’ve learned inside army,” he said. By enough time I acquired back on the U.S., I became hooked on the topic.

How have your own habits changed being a consequence of writing this book?
Since starting work with this book, I've lost about 30 pounds, I run almost every other morning (I'm training for the NY Marathon later this year), and i am considerably more productive. And the good reason that happens because I've learned in order to identify my habits, and the easiest way to change them.

Take, for instance, a bad habit I'd of eating a cookie every afternoon. By learning the way to analyze my habit, I figured out that this reason I walked to the cafeteria each day wasn't because I had been craving a chocolate chip cookie. It was because I was craving socialization, the company of actually talking to my colleagues while munching. That has been the habit's real reward. And the cue for my behavior - the trigger that caused me to automatically stand up and wander on the cafeteria, was a certain duration of day.

So, I reconstructed the habit: now, at about 3:30 each day, I absentmindedly fully stand up from my desk, browse around for anyone to talk with, and after that gossip for about 10 minutes. I do not think over it at this point. It's automatic. It's a habit. I haven't were built with a cookie in six months.

What was one of the most surprising use of habits which you uncovered?
The most surprising thing I've learned is how companies utilize the science of habit formation to analyze - and influence - that which you buy.

Take, for example, Target, the giant retailer. Target collects all types of data on every shopper it can, including whether you’re married and also have kids, which section of town your home is in, just how much money you earn, if you've moved recently, web sites you visit. And with that information, it efforts to diagnose each consumer’s unique, individual habits.

Why? Because Target knows that there are these certain moments when our habits become flexible. When we buy a new house, for instance, or get married or have a very baby, our shopping habits will be in flux. A well-timed coupon or advertisement can convince us to purchase in the totally new way. But figuring out when someone is buying a house or getting married or having a baby is tough. And if you signal the advertisement after the wedding or the child arrives, it’s usually too late.

So Target studies our habits to see if they are able to predict major life events. And the business is very, very successful. Oftentimes, they understand what is going on in someone's life a lot better than that person's parents.
Praise for The Energy of Habit

“Entertaining, a satisfying book…a serious look in the science of habit formation and change.” —New York Times Book Review

"Duhigg brings a heaping, much-needed dose of social science and psychology on the subject, explaining the promise and perils of habits via an entertaining ride that touches on from marketing to management studies on the civil-rights movement… a fascinating read.”—Newsweek Daily Beast
 
“A fascinating exploration individuals pathologically habitual society — we smoke, we incessantly check our BlackBerrys, we chronically choose bad partners, we always (or never) make our beds. Duhigg digs into why we have been this way, and just how we could change, both as individuals and institutionally.” —The Daily

“Charles Duhigg’s thesis is powerful in their elegant simplicity: confront the basis drivers of our own behavior, accept them as intractable, and then channel those same cravings into productive patterns. His core insight is sharp, provocative, and useful.”
—Jim Collins, #1 bestselling author of Good to Great and Built to Last
 
“The Power of Habit is not a magic pill but a thoroughly intriguing exploration of methods habits function. Charles Duhigg expertly weaves fascinating new research and rich case studies into an intelligent model which is understandable, useful in a wide number of contexts, as well as a flat-out great read. His chapter on ‘keystone habits’ alone would justify the book.”
—David Allen, bestselling author of Getting Things Done: The Art of Stress-Free Productivity
 
“Charles Duhigg masterfully combines cutting-edge research and captivating stories to show how habits shape our way of life and the way we can easily shape our habits. When you see this book, you’ll never examine yourself, your organization, or maybe your world quite the identical way.”
—Daniel H. Pink, author of #1 The big apple Times bestselling Drive and Another Mind
 
“William James once observed that ninety-nine percent of human activity is done out of mere habit. In this fascinating book, Charles Duhigg reveals why James was right, documenting the myriad ways in which our habits shape our lives. Do you wish to know why Febreze became a bestselling product? Or how Tony Dungy gets the most beyond his football players? Or how a science of habits might be used to improve willpower? Read this book.”
—Jonah Lehrer, bestselling author of Proust Was a Neuroscientist and The Way We Decide









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