Behavior is the weak link when it comes to change. The first key obstacle: there are two kinds of processes at work in our brain that conflict with each other. On the one hand, we make conscious plans. But on the other hand, our brain is primarily focused on repeating behavior that has worked in the past and that doesn't cost too much energy: habitual behavior. Psychologists say: our brain is striving for 'cognitive ease': it unconsciously and automatically focuses on achieving what's necessary with a minimum of effort. A second key obstacle to behavior change is the strong tendency we have of avoiding pain, discomfort and loss. In many cases, this limits our motivation to learn and to experiment, as well as many other forms of change. "Making mistakes is OK" is something you often hear at a management conference for example. But deep in our brain there's a primeval, anxious voice that warns us: "Making mistakes is just wrong. Don't do it!" The third key obstacle to behavior change is the physical and social environments we find ourselves in. A few examples: if people around us nod their heads in a friendly manner, we continue talking for longer; if we are given a bigger meal or a larger plate, we will eat more. Very few people realize how much influence their direct environment has on them. And in an environment that remains the same, they will still try to adopt new behavior.