Did you know that it is the default settings of our brain that often drive us—despite past experiences—to do things that make no logical sense, though they make perfect emotional sense? That, however, does not make us completely irrational; it makes us human. As consumers, for example, we routinely escalate our purchases, hoping that new stuff would make us happier because “This time it would be different.”  But sadly the feeling is—the same as before—only temporary. Still, we expect the next car, the next house, or the next promotion to make us happy—even though the last ones didn’t, and even though others keep telling us that the next ones wouldn’t. Why don’t we learn to avoid these mistakes in the same way we learnt to avoid warm diapers?  If practice and coaching can teach us to keep our pants dry, then why can’t they teach us to ......