The Identity Tax: Why You Keep Quitting Things That Are Actually Working

You stuck to the habit for three weeks, it was objectively going fine — and then you just... stopped. This episode digs into the understudied phenomenon of self-concept threat: the behavioral science behind why change that contradicts your existing identity feels like an attack your brain is wired to repel, even when you consciously want the change. We'll get into what the research says about the specific order in which you need to shift behavior versus belief — because the self-help world almost always gets it backwards. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.