The greatest threat to success is not failure but boredom. We get bored with habits because they stop delighting us. The outcome becomes expected. And as our habits become ordinary, we start derailing our progress to seek novelty.

Unlocking the Gates of Imagination: Journey with Farcaster

Perhaps this is why we get caught up in a never-ending cycle, jumping from one workout to the next, one diet to the next, one business idea to the next. As soon as we experience the slightest dip in motivation, we begin seeking a new strategy-even if the old one was still working.

As Machiavelli noted, "Men desire novelty to such an extent that those who are doing well wish for a change as much as those who are doing badly."

In psychology, this is known as a variable reward: Slot machines are the most common real-world example. A gambler hits the jackpot every now and then but not at any predictable interval. The pace of rewards varies. This variance leads to the greatest spike of dopamine, enhances memory recall, and accelerates habit formation.

Variable rewards won't create a craving— that is, you can't take a reward people are uninterested in, give it to them at a variable interval, and hope it will change their mind-but they are a powerful way to amplify the cravings we already experience because they reduce boredom.

The sweet spot of desire occurs at a 50/50 split between success and failure. Half of the time you get what you want. Half of the time you don't. You need just enough "winning" to experience satisfaction and just enough "wanting" to experience desire. This is one of the benefits of following the Goldilocks Rule. If you're already interested in a habit, working on challenges of just manageable difficulty is a good way to keep things interesting.

Perhaps this is why many of the most habit-forming products are those that provide continuous forms of novelty. Video games provide visual novelty. Porn provides sexual novelty. Junk foods provide culinary novelty. Each of these experiences offer continual elements of surprise.