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Why is it so hard to change our habits—even when we know what to do? If you’ve ever struggled with sticking to your health goals, finding motivation, or breaking free from self-sabotage, you’re not alone. The real reason change feels impossible isn’t about willpower or discipline—it’s about your brain. In this episode, we’re diving deep into the neuroscience of behavior change with Dr. Kyra Bobinet, a leading expert on habit formation. She breaks down how a tiny but powerful part of your brain—the habenula—can either fuel your motivation or shut it down completely. And, most importantly, she shares exactly how to work with your brain instead of against it to make lasting changes. Forget the outdated advice that says you need more self-control or rigid discipline to succeed. Dr. Kyra introduces the iterative mindset method, a science-backed approach that helps you break free from failure cycles and finally create habits that stick—without shame, frustration, or burnout. If you've ever found yourself falling into the know-do gap (where you know what you should be doing but just can't seem to do it), this episode is a must-listen. You’ll leave with a new perspective on motivation, habit-building, and why failure is actually an illusion. Ready to rewire your brain for success? Let’s dive in. Here’s Why We’re Obsessed with This Episode ✅ The brain mechanism that controls all your habits (and why you’ve never heard of it before) ✅ Why “more willpower” isn’t the answer to behavior change ✅ The biggest mistake people make when trying to create new habits ✅ How to break free from the know-do gap and take action effortlessly ✅ Why failure is an illusion—and how shifting your mindset can change everything Don’t Miss This Episode If… ➡️ You struggle with motivation and consistency in your health or fitness goals ➡️ You’ve tried and failed at building new habits and feel stuck in an endless cycle ➡️ You believe you lack the discipline to make lasting changes ➡️ You feel frustrated every time you “mess up” and want to stop the self-sabotage ➡️ You want a science-backed approach to rewiring your brain for success What You’ll Learn in This Episode: 🎯 How the habenula controls motivation—and why it might be sabotaging you 🎯 The iterative mindset method and why it’s the real key to lasting habit change 🎯 Why most habit-forming strategies fail (and what actually works instead) 🎯 How to reframe setbacks so they don’t derail your progress 🎯 The truth about long-term behavior change—and why it takes longer than you think 🎯 How to work with your brain’s natural wiring to build habits that stick About Dr. Kyra Bobinet Kyra Bobinet, MD, MPH, has passionately pursued and studied the truth about behavior change for nearly three decades as a physician, public health leader, healthcare executive, and behavioral expert. An award-winning health innovator and thought leader, Dr. Bobinet has an MD from UCSF School of Medicine and an MPH from Harvard University. She belongs to the Stanford Medical School AIM lab, where she has taught on health behavior change, and is CEO/founder of Fresh Tri, a behavioral software company based on the latest neuroscience of habit formation and lasting change. Her first bestselling book, Well Designed Life, is a collection of globally influential brain science and behavior change. Dr. Bobinet is an enrolled member of the Leech Lake Band of Ojibwe in Minnesota. She enjoys meditation, horsemanship, and herbalism and lives with her family and animal and plant teachers in the Santa Cruz Mountains. Resources & Links: 🔗 Connect with Dr. Kyra Bobinet: ➡️ LinkedIn:   / kyrabobinet   ➡️ Instagram:   / drkyrabobinet   ➡️ Her website: https://drkyrabobinet.com/ 📖 Grab her book: The Unstoppable Brain: The New Neuroscience That Frees Us From Failure, Eases Our Stress, and Creates Lasting Change: https://www.amazon.com/Unstoppable-Br... 📲 Download the FreshTri App (FREE, no ads, no data selling) for habit-building support: https://freshtri.com/ Sponsor Shoutout This episode was brought to you by Miles to Go Athletics. Take our app-based training community for a two-week no obligation test drive here: https://milestogoathletics.com/strong... Liked This Episode? Don’t Forget to Subscribe! Enjoying the podcast? Make sure to hit that Subscribe button so you never miss an episode filled with insightful conversations. And don’t forget to leave us a review—it helps more people discover the show! --Alison