How to Increase Both Motivation and Productivity Using A Single Fast, Easy and Fun Key

Ever wonder why you don’t get more done?

It’s not that you’re dumb or lazy. But, somehow, your greatest goals don’t move forward. Not fast enough anyway. Right?


Well, today you get a seldom discussed productivity key could be the answer.

You’re about to discover a key to productivity, motivation and even mastery. It’s a key that most A-players think is petty. But they change their tune when they discover that this key can end the suffering that comes with achieving big goals.

What is this key?

It’s likeability.

You see, we’re automatically motivated to do what we LIKE. That’s important when you consider how many people struggle with motivation. But that’s not the only benefit of liking the goal. Author Jon Acuff, in his book Finishing, uncovered research that proved people who like the goal they’re pursuing ( when they have fun with it, they) are 43% more successful.

Hardcore A-Players might say that’s petty because like or dislike doesn’t matter. What matters is that you get the job done!

True enough but also true is that the more you DISlike something the MORE willpower it takes to do it. And when willpower runs out then your productivity crashes and you feel the pains of regret, frustration and exasperation (and unless you learn how to prevent WillPower crashes  you can end up in big trouble).

Because doing things you dislike burns more willpower what you like or dislike is very important.

When you like the process of goal achievement you…

  • are automatically motivated (imagine not having to force yourself but instead being pulled to do it)
  • burn less willpower
  • increase performance by 43%
  • increase persistence
  • conquer procrastination
  • Enjoy the process so less suffering

I’m sure you agree that these are great benefits. But let’s address the big FAT elephant in the room. I know what you’re thinking.

Achieving your goals, especially big goals, requires you to do things you do NOT like doing. Right?

No. That’s not right because brain science has given us clues on how to turn what you dislike into what you like. Surprisingly those clues were found during the famous Coke versus Pepsi taste test.

Here’s the story.

At MIT university Students were given 2 glasses containing soda. One contained Coca Cola and the other contained Pepsi.  When students tasted the drinks ( without knowing if it was Coke or Pepsi ) they consistently chose Pepsi as the better tasting drink.

Here’s the twist. When the test was changed in one small way a big discovery was made.

When the test was changed so students could see the name of the drink (Coke or Pepsi) BEFORE tasting then (unlike in the blind taste tests) students consistently chose Coke as the better tasting drink. Why?

Look, your taste buds are the SAME regardless of what a drink is called. Right?

How a drink tastes does NOT change simply because of its name. Right?

Does a rose by any other name would smell as sweet?  Was Shakespeare right? No. not according to the actions of these students.


Not according to brain science.

Before we use brain science to unravel this mystery let me point out that this is where self-help and common sense fail miserably. They do not and cannot know what’s going on. Why? Because…

A large part of what the human brain does is HIDDEN from conscious view.  And, more importantly, your brain does not use ‘common sense’ to make decisions. It has its own unconscious unwritten rules; That makes this next point even more vital.

Here’s why knowing science is important:

A self-help coach, knowing that Pepsi tastes better might accuse the you of being dishonest, not trying hard enough or having bad taste (my wardrobe will tell you that I’m guilty of the ‘bad taste’ but that’s a different story). When the truth is that you’re being very honest and you’re trying very hard.  But you’re not getting results because self-help is missing pieces of the puzzle and, at times, it’s leading you astray.

So, in some cases, with self-help, it doesn’t matter how hard you try. Do you ever feel like you’re been working hard but not getting the results you deserve?

That’s why I worked like a madman for 5 years digging through hundreds of science, psychology and behavior change books. I did the work to get you (and me) these NEW answers. Answers based on proven science not snake-oil. So you can make your brain work for you instead of against you (and stop the wild goose chases). Does that make sense? If so, then make sure you’re on my notifications list so you keep getting fresh insightful posts like this one.

Now let’s solve the taste test mystery.

What hidden brain processes sabotage your decisions
without your control, consent or knowledge?

Fortunately, MIT Professor Dan Ariely brought those hidden processes into the light of day. How? Brain Scan machines.

Professor Ariely hooked students to brain scan machines as they were taking the taste test. What did the brain scans show?

2 parts of the brain leaped into action. In both cases the emotional part of the brain activated. Emotion often ignites action. But for Coke there was a stronger response from part of the brain that handles memory and associations; This last part made the winning difference.

Here’s how Professor Ariely explained it in his book Predictably Irrational.

“Whenever a person received a squirt of Coke or Pepsi, the center of the brain associated with strong feelings of emotional connection…was stimulated. But when the participants knew they were going to get a squirt of Coke, something additional happened. This time, the frontal area of the brain… an area involved in higher human brain functions like working memory, associations, and higher-order cognitions and ideas—was also activated. It happened with Pepsi—but even more so with Coke (and, naturally, the response was stronger in people who had a stronger preference for Coke).”

These results prove 2 vital points.

First, it proved that your brain changes your decisions without your control, consent or knowledge. You see, even though Pepsi tastes better, the ‘thinking’ part of test taker’s brain secretly leaped into action, overrode their taste buds and declared Coke the winner. When students selected Coke they didn’t know their taste buds had been over ruled. They weren’t lying but their brain hijacked the decision.

This reveals why knowing the brain science is important. If your brain can override meaningless decisions like a taste test winner, can it also override other, more important decisions you make?

Absolutely, but when you know how your brain works you can anticipate it’s moves and make them work for you instead of against you. And that’s why you get articles filled with new strategies, short cuts and tips mined from brain science on this website.

You get brain science based articles like:

The second reason why these results are vital is because they give you clues on…
how to turn an activity you dislike into an activity you LIKE.

You see, these results prove that…

  • factors unrelated to taste… changed results of the taste test.
  • factors unrelated to taste… changed how much tasters LIKED Coke
  • factors unrelated to taste… made Coke the taste test winner

Is it possible that factors unrelated to your tough task (or big goal) could make it MORE likeable?


What if your toughest task became fun and even easy?

Imagine wanting to

  • write a book and… suddenly you love writing and did it well. Would that be good?
  • program computers and… you love programming
  • lose weight and… you love jogging
  • improve your mind, lower stress and suddenly you love meditating

Remember the more you like something the less procrastination you struggle with, the less willpower you burn and the more motivation you have to do it.

How do you turn a task you hate into once you love?

Well, we’ve been going for too long and I don’t want to cheat you out of a solid solution so in part 2 of this article you’ll discover how to turn a task you dislike into one you like so you burn less willpower, automatically become motivated and experience 43% more success.

Huge Thanks,