"Everyone in the study had gone through a similar process. By focusing on one pattern—what is known as a "keystone habit"—Lisa had taught herself how to reprogram the other routines in her life as well." Prologue, p. 10

"Toward the center of the skull is a golf-ball-sized lump of tissue that is similar to what you might find inside the head of a fish, reptile, or mammal. This is the basal ganglia, an oval of cells that, for years, scientists didn't understand very well, except for suspicions that it played a role in diseases such as Parkinson's." Chap. 1, p. 25

"Throughout his career, one of Claude Hopkins's signature tactics was to find simple triggers to convince consumers to use his products every day. He sold Quaker Oats, for instance, as a breafast cereal that could provide energy for twenty-four hours—but only if you ate...