Will Power Isn’t Real

When people become pregnant, they start stocking up on specific products (that aren’t even baby related). Marketing gurus know this and predict the pregnancy (sometime in advance of the rest of the family.). Like the professional marketers that they are, they send the expecting couple direct mailers with lots of coupons for cribs, diapers, and other stuff that newly expecting parents might want or need.


Aside from being a tad creepy, this little bit of marketing knowledge is critical to your success with your nutrition, training, and health.


Consider for a moment the idea of will power. People who are trying to get healthier usually experience a gap between their knowledge of what will make them healthier and their ability to follow through and make those changes. Those folks then lament their lack of willpower.


Instad of being one of those people and beating your head against the proverbial brick wall, consider that will power isn’t real. Doesn’t exist. You made it up, probably because you watched too many Iron Will type movies when you were a kid.


Instead, be like Target and capitalize on disruptions to everyday life. The reason that the marketing works is because Target knows that people change their habits when routines change. When people have kids, they change their shopping patterns and Target makes sure that those new parents establish their new shopping routines at Target.


Getting knocked up is one way to knocked out of your routine, but you can capitalize on this idea on a much smaller scale. For example, if you grab a burger on the way home from work, try a different commute. If you snack on ice cream late at night, stop keeping it in the house. If you eat when you are stressed, make a point of going for a short walk to clear your mind instead. I once beat a habit of eating a brownie from the cafe at my work every morning by exiting the office from a different door for a few months.


Identify the specific actions that lead you unhealthy choices, and then change those actions. Remove the less desirable options. Remember that the secret to discipline is laziness. You will be much more successful when you realize that will power isn’t real.

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