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The milkman book review5/18/2023 In her new book, How to Change, Milkman offers simple yet profound insights about why better understanding our own internal obstacles-such as laziness, procrastination, forgetfulness, or our tendency to favor instant gratification over long-term rewards-is key to changing ourselves for good. Today, Milkman is the codirector of Behavior Change for Good* (BCFG), an interdisciplinary initiative that studies how to achieve sustainable behavior change at scale. Just recently, BCFG researched what works to encourage flu vaccine uptake in two mega-studies, and suggested the findings could also help in the COVID-19 vaccine quest. And when Milkman couldn’t get herself to go to the gym as an engineering graduate student, she discovered the powerful strategy of “ temptation bundling” when she realized it was much easier to exercise when she could combine a gym visit with listening to Harry Potter. She found, for instance, that people are more likely to change their behaviors after a “ fresh start”-think New Year’s Day, or even the first day of a new month-that offer the perception of a clean behavioral slate. Milkman is a pioneering scientist whose discoveries have become some of the most influential in the field. But it was perhaps even more refreshing coming from Milkman, whose extraordinary reputation precedes her. It’s always refreshing when someone starts a conversation like this-by exposing their vulnerability and humanity.
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