The Power of Habit: Why We Do What We Do in Life and Business by Charles Duhigg (Random House, $28.00, 400 pages)
Charles Duhigg is a highly educated (Harvard and Yale) business reporter (The New York Times), who is the epitome of the thorough investigative reporter. In past weeks, Duhigg and his publicist have been circulating a flurry of teaser articles and Twitter posts that include excerpts from his just-released book. The teasers are eye-catching because most folks in the USA shop at Target, buy household air fresheners (unless they are featured on A&E’s Hoarders) and like to think that the choices they make are acts of free will. He has also been travelling on an aggressive cross-country tour of major media outlets.
As to whether folks really have the ability to make their own choices, not really, according to Duhigg. His book supports a hypothesis that most, if not all, daily activities are the result of a habit loop consisting of a cue, routine and reward. This behavior loop is applicable at the personal as well as organizational and societal levels. Granted, the author has met and exceeded the burden of proof imposed by such a strong theme; however, too much of a good thing is not always the most pleasing event.
This reviewer was immediately interested in the book after reading an excerpt that focused on Target stores and the extensive shopper profiling that takes place thanks to a sophisticated computer program that slices and dices purchasing data. A quick glance at my to-be-read shelf revealed an advance reader’s edition (ARE) of this very book. A few chapters into the book, a familiar feeling arose. It was similar to the one you get after watching a movie that had fabulous trailers/coming attractions but left little for the actual theater experience. That’s how this reviewer felt – a bit let down, after reading The Power of Habit. All the catchy and engaging information was in the teaser articles. Absent these elements, the book became a traditional survey (overview) of the force of habit.
The sonorous, heavy tone of the text may have been lightened with the final editing process. It’s doubtful that the notes and sources section was reduced. It occupies nearly 20% of the book! Hopefully, the charming diagrams made it to the release version.
Recommended for readers who are extremely curious about the force of habit.