In other words, this trio of drivers came first in this book because they’re the foundation required to maximize autonomy. The author may be aware that many of his readers will have fatigue from reading the same stories and examples.

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When we say neurochemicals carry messages—do more of this or do less of that—they themselves are the messages. Kotler has studied hundreds of high-performing people from different professions for the past three decades.Hit that same wall at a hundred miles per hour, and it’s a hell of a lot more than a fender that’s dented.

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In Bold, I examined upstart entrepreneurs like Elon Musk, Larry Page, Jeff Bezos, and Richard Branson, people who created impossible business empires in nearly record times, and often in domains where no one believed you could even start a business.The fatigue gets worse up to a certain critical point, when gradually or suddenly it passes away, and we are fresher than before. Motivation and productivity, creativity and innovation, learning and memory, empathy and environmental awareness, and cooperation and collaboration all skyrocket—in some studies as high as 500 percent above baseline. And sex is the only way for humans to win evolution’s game of survival, which is why sex sells and the bars are always packed on Friday night. This “rule,” developed by Swedish psychologist Anders Ericsson, has come under intense criticism in large part because every time the explanation shifted downstream it became less of an approximate rule of thumb that was applicable to some specific domains and more of an iron-clad rule deemed applicable to every activity that benefits from practice, resulting in insane behavior such as parents who pick their child’s sport in the womb so that the kid can get the requisite number of practice hours before the college recruiters come to see him or her play.

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According to Deci and Ryan, we’re tapping autonomy correctly when we’re doing what we’re doing because of “interest and enjoyment” and because “it aligns with our core beliefs and values. Add in all the possible environmental influences that come from variations in cultural background, financial means, and social status, and the problem compounds. Their original idea was simple: As social creatures, humans have an innate desire for connection and caring.They’re the feats that no one, including ourselves, at least for a while, ever imagined we’d be capable of accomplishing. Google taps this driver with 20 percent time, meaning they’re giving people eight hours a week to pursue an idea about which they’re passionate. Rules that were adhered to vehemently, rules that had been in place since the beginning of [action] sports, rules like don’t do this because you’ll die, were changing on a daily, sometimes hourly, basis. The extreme example being, fight or flight, where the situation is so dire, that the brain gives us only potential actions. This historical narrative becomes a de facto memory palace, allowing you to take a brand-new piece of information and correctly slot it into its exact right place.