
Ayelet Fishbach
A comprehensive guide to understanding and applying the science of motivation to set, pursue, and achieve meaningful goals.
The 10,000 steps daily goal originated from a Japanese pedometer marketing campaign, not rigorous scientific research.
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Section 1
9 Sections
Imagine standing at a crossroads, the morning sun casting a warm glow on two paths. One path is labeled 'Aspiration' and the other 'Chore.' This metaphor beautifully captures the essence of how we set our goals. When goals are framed as exciting aspirations—desired end states—they pull us forward with an irresistible force, much like the climbers who dream of reaching Everest’s summit. They don’t just want to climb; they want to stand on top of the world. This vision imbues their goal with meaning, making even the grueling training feel worthwhile.
Setting goals as ends rather than means transforms motivation from a tedious task into a passionate pursuit.
Contrast this with goals framed as means—those steps and chores that feel like obstacles rather than opportunities. For example, focusing on 'applying for jobs' instead of 'finding a dream job' shifts your mindset from excitement to obligation. The difference is subtle but powerful.
Another key insight is the distinction between approach and avoidance goals. Approach goals pull us toward a positive outcome, like winning a game or building a happy relationship. Avoidance goals push us away from a negative, like not losing or avoiding rejection. While avoidance goals can feel urgent, they often sap our energy and make the journey feel like a drag.
Approach goals tend to create feelings of eagerness and pride, while avoidance goals often lead to anxiety and guilt.
Consider the story of a person trying to eat healthily. Framing the goal as 'eat more vegetables' (approach) is more motivating than 'avoid junk food' (avoidance). The first feels like a positive challenge; the second feels like a restriction.
However, the story is not one-size-fits-all. Some people are naturally more motivated by avoidance goals, especially in situations where safety or responsibility is paramount. But for most, especially in ideal or aspirational goals, approach framing is more sustaining.
As you reflect on your own goals, ask yourself: Are you pursuing something because it excites you, or because you want to avoid a problem? Are your goals framed as ends or as the steps to something else? This awareness can unlock new levels of motivation.
With this foundation, let’s now explore how putting a number on your goals can sharpen your focus and pull you forward even more powerfully.
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