What makes us behave the way we do? Why do our brains keep defaulting back to the same old bad habits? And why is it so hard to scrap those bad habits and replace them with new ones? Why can't we just stick with these new habits that we tell ourselves we want to form? Installing and uninstalling habits sounds easy, but boy, is it a challenge. Whether you want to hit the gym, wake up earlier, quit smoking, or simply be more productive at work, behavior change can feel like pushing against a brick wall. Or worse, pushing a boulder up a mountain.  For entrepreneurs, the stakes are even higher. Your habits determine your behaviors, which determine your outcomes, which determines your business, which ultimately determines your destiny. The secret to your destiny, the destiny of your wildest dreams is to start small, specifically with tiny habits. Today's guest on this episode number 210 is BJ Fogg, PhD. BJ is the top expert in the world when it comes to habits. He's the author of the upcoming book, Tiny Habits, due out later this year. He is a behavior scientist, a professor at Stanford and founder of the Stanford Behavior Design Lab. For decades, he's been digging into the science of behavior change and has developed an important body of scientific research on how you can rewire your brain.  His work on persuasive technology has also been highly influential in Silicon Valley, making him one of the most sought after academics in the world. Outside of his work at Stanford, BJ spends a good chunk of his time working with innovative businesses to apply his research to real world situations. As you may have guessed, BJ's research has so many applications and everything from health to productivity to sales. In this episode, you're not only going to learn about reprogramming your brain with awesome new habits, but you also get a crash course in the fundamentals of human behavior. You're even going to learn about an important emotion that was up until recently unnamed until BJ named it. Truly, this is invaluable knowledge that could change the way you think about business and even life itself. Oh, and by the way, BJ and I are teaching a workshop together at Stanford on October 1 called The Optimized Entrepreneur. You won't want to miss that more details at bitly.com/getoptimizedworkshop. And now, on with the show!