Have you ever gone to the gym in January? If so, you’ve seen just how difficult it is to change behavior. Everyone has a New Year’s resolution to get into better shape or lose those extra holiday season pounds, so at first, the gym is very crowded. But within a few weeks, everyone gives up on trying to change, stops going, and the gym turns quiet again. Why? What does it take to actually change behavior in the long term, and why is it so important in business?