Environmental Reinforcement of Your Goals
December 15th, 2004 by Steve Pavlina
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Daily affirmations are something you’ll commonly see recommended in pop-psychology books. Each day you verbally affirm your goals as if they’re already accomplished. However, you usually won’t get any results at all with this approach — in most cases it’s an utter waste of time.
Why is this? Because every thought is an affirmation. If you spend 5 minutes a day saying to yourself, “I am a nonsmoker,” but 100 other minutes include thoughts that re-affirm your identity as a smoker, such as periodically lighting up and seeing the smoke rise in front of your face, you just won’t make a dent.
The basic idea of trying to condition yourself to think in new ways is sound, but verbal affirmations for a few minutes each day are a lousy way to accomplish that.
If you want to make some big changes in your life, you’ll need to shift your identity and your habitual way of thinking. In previous posts I discussed behavioral conditioning, which focused on shifting your behavior, assuming your thoughts will follow. Now I’ll tackle a different approach, which is that changing your habitual thoughts can lead to a change in your behavior.
Chances are if you’ve been stuck in your current situation and have been unsuccessful in your attempts to grow into a new role that you really want to achieve, your daily thoughts are continuing to reinforce your old role. Many people who want to take this leap can’t seem to do it, and one reason is that they spend too many hours per week reinforcing their old identity while investing much less time thinking about their new identity. So if you want to start your own business, but your full-time job causes you to spend 40+ hours per week thinking of yourself as an employee, it will be tough to make the shift.
Let’s bring this concept down to earth with a real-life example. One of my goals for this year was to shift my career from game publishing to writing and speaking. But of course I have an existing business which reinforces my old identity in the games business. In order to successfully make this shift, I have to change my thoughts and my behaviors. I have to stop thinking about selling games and put more thought and energy into writing and speaking. Duh.
But what happened when I tried to make this shift initially? I started out my day as usual and got caught up in the mindset of game publishing. I worked in the same office, communicated with the same people, visited the same forums, had to deal with the same kinds of emails, and so on, and after several weeks I was still on the old track. My environment was reinforcing my old identity, my old thoughts, and my old behaviors. For a few hours here and there I’d work on the new path, but very quickly I’d get sucked back into game publishing work.
I had to change my environment to stop reinforcing my old identity and start reinforcing my new one. So I joined Toastmasters and started attending weekly meetings. I shut down the popular game developer forums I was running and worked to transfer the community to another site, and then I stopped reading those forums completely. I automated my games business as much as possible, so it doesn’t require much maintenance at all. I decided not to renew my Association of Shareware Professionals membership for 2005, even though I’ve been a member since 1996. I declined an invitation to speak at the Game Developers Conference in 2005, even though I moderated a popular roundtable there for several years. I altered my office to reinforce my new role. I cleared out the top drawer of my filing cabinet to make room for speaking and writing files. I removed all programming-related shortcuts from my Windows desktop and rearranged my web browser favorites to add links to speaker sites while cutting game-related links. I stopped reading game and shareware blogs and found new speaking and personal development blogs to subscribe to. I cut back dramatically on the amount of game-related email I handle. I switched around the people I communicate with most frequently, such that now I spend more time talking to people who think of me as a speaker in training vs. a shareware or game publisher. I started going to new seminars and workshops on speaking. I started this blog. I discussed the change at length with my wife, so we’d both be prepared for what to expect. And so on.
Some of these may seem like drastic steps; most are minor adjustments. But the net result has been that I’ve been able to flow through this transition to where I now think of myself 90% as a speaker/writer and only 10% as a game publisher. My environment is now reinforcing my new role instead of my old one. The momentum is building in a new direction to the point where it would be hard for me to go back.
All of these adjustments create new thought affirmations. By removing most of the links to my old identity, I remove those triggers that would cause me to think in the old ways. And on top of that I’ve added new triggers to affirm my new career path. And these new thoughts affect my actions; my daily routine is now very different than it used to be. A year from now things will be even more different as the results begin to accumulate.
I must say it was hard making some of these changes initially. What helped me was to start with the small changes, like rearranging my office. Then after a week or two, I was better able to make the medium changes. And after some time, I was able to commit to bigger changes. Now my sense of identity has shifted so much that when I run into something that would reinforce my old role, it’s a lot easier to say no.
I recently popped into an old games forum I stopped reading months ago just to see what my perspective on it would be now. It was a strange experience; the discussions seemed familiar but also alien. I got a sense of just how different my thinking is today than it was six months ago. It’s like the feeling of going back to an old class reunion, when you realize that the people you knew back then are totally different people today.
I think this process can work with many other kinds of changes too. If your environment is reinforcing an identity you’re ready to shed, how can you change it? A few little changes won’t be enough to overcome inertia. But if you can keep building those changes so that you shift more and more of your environment to your new role, that probably will work. You’ll shift the balance of your thoughts from affirming your new identity only 5% to pushing it to 50% and beyond. Many people get started on this process, but they don’t take it far enough to see results.
Look around your home and ask yourself objectively, “What kind of person lives here?” If I didn’t know who lived here, what would I conclude about the inhabitant? Do the same for your office: “What kind of person would work here?” Then make a list of the six people with whom you spend the most time, and ask, “What kind of person would associate with these people?” Are your answers to these objective questions congruent with the kind of person you want to be? If not, then what kind of environment would that person have? What kind of friends? And how can you begin gradually shifting your environment towards the new one? Maybe you can’t immediately get a whole new house or a new job, but what little things can you change right now — today — that would start you moving in that direction?


December 15th, 2004 at 12:25 pm
I’m currently facing the upcoming new year with some dread, mainly because I’m working a 40 hours/week job, going to school full time (two night classes), and I want to work on my business, all while maintaining my social life.
I could quit the job, but I need the capital for my business, so the job has to stay. The schooling is something I want to finish so I can’t just get rid of it. And I don’t want to be the one to say to my girlfriend, “Sorry, I don’t have time to see you this week. I want to make a video game.” B-)
So quitting my job or cutting back on hours isn’t really an option currently, but what this article did suggest to me was that I need to do a better job planning out my time. How much time am I spending during a day at work? At school? With friends? Where am I able to schedule time to work on my business? If I can’t schedule enough time, then something needs to give.
December 15th, 2004 at 1:08 pm
I’m amazed you’re able to do all of that because it seems like it would be pulling you in different directions too much. I don’t think better time management is the answer at all. It seems like the problem is one of focus. It’s pretty hard to run a business and have a full-time job and go to school unless those are all very consciously directed towards a singular goal, like individual milestones towards the completion of a project.
Having a full-time job is rarely the best way to raise capital for a business, and going to school is rarely the best way to learn. Both methods are usually slow and tedious and don’t really fit well with the fast-tempo entrepreneurial mindset required for launching and running a successful business. My guess is that you might be feeling as if you’re bogged down in quicksand, where progress is slower than you’d like. While you’re trying to adopt the entrepreneurial mindset of launching your business, you’re simultaneously reinforcing the opposite mindset (slow learning, slow accumulation of capital, i.e. the “employee” or “student” mindset). I can’t see how that approach will work; it seems to me that it will just perpetuate “stuckness” month after month.
If you’re absolutely certain you need capital to start your new business, then you might consider other options for getting it more quickly. And if learning new skills to run a business is required, skip the schooling and employ faster methods like finding other business owners and learning from them directly — that will shave years off your learning. Think like an entrepreneur now, and approach the problems of raising capital and obtaining new knowledge like an entrepreneur would. Get it done quickly and efficiently.
If you spend most of your time hanging out with other successful entrepreneurs, you’ll quickly realize how different their thinking is from that of students and employees. The employee/student mindset is very, very slow tempo. It’s stable and steady, but it takes forever to get anything done. Students are taught to do in weeks what an entrepreneur would solve with a phone call. This is one reason a lot of entrepreneurs-to-be drop out of school; they just don’t fit with the slow-paced student mindset.
If you really want to start your own business, my advice would be to shift things around such that the six people with whom you spend the most time are all full-time business owners. Through osmosis their mindset will infect you, and you’ll come to realize that you just can’t wait for your job to slowly accumulate the cash you need or for school to teach you what you need to know. You’ve got to be a lot hungrier than that and acquire the cash and knowledge far more quickly. Otherwise, month after month will slip by, and you’ll still be in largely the same situation.
December 16th, 2004 at 2:36 am
Have to admit I was shocked when I first read about your plans to move your focus from Dexterity Software to writing and speaking. Have you been able to employ someone to take over your role inside Dexterity?, with growth being your number one value I always expected Dexterity Software to grow and grow.
Good luck with your new career. After all those thoughtfull long posts on the old indie developer forums I’m suprised I didn’t guess where your life was leading.
December 16th, 2004 at 3:04 am
it’s true that small changes can work wonders. removing shortcuts to your programing software or links to forums is a great start and it usually just works.
what I’m worried about though are the bigger changes in life. in particular, I remember Steve mentioning that in order to grow his business and life, it was necessary to get rid of certain
friends and people. but getting rid of people is not as easy as removing a link to some forum
I currently find myself in such a situation where I wonder about my future if I would still be in contact with certain people.
sometimes it is better to end relationships but it is also really really hard.
I would love to see a blog entry or article on this topic as I’m clueless about how to identify the right way out of such a situation.
December 16th, 2004 at 7:42 am
Thank for the comment, Steve. I have to give this some thought. Part of what is keeping me going with school is the sunk costs, much of which isn’t mine, so I feel a bit of an obligation to get things finished. This is the wrong way to think about it, and I know that.
Regarding “getting rid of people”, while I would also appreciate an entry regarding it, I think the simple answer is probably correct. It’s just a tough situation to have to tell your friend that you don’t want to be friends anymore.
I have a few friends that I don’t see much anymore. We just drifted apart. No burnt bridges. No anguish (well, except the periodic, “I never hear from you!” which prompst me to remind them that the phone works both ways). On the other hand, there is one person who I basically got tired of dealing with. She would be flaky and I basically decided not to try anymore. If she contacts me, that’s fine, but I’m not going to make the effort to contact her anymore. When she found out that I was upset with her, she actually got upset and we haven’t spoken since.
But I don’t think I can remember a time when I told someone, “That’s it. We can no longer be friends.” Nothing so blatant.
December 16th, 2004 at 7:44 am
I think this is a good subject for a follow-up entry, so I’ll do one now.
December 19th, 2004 at 5:55 pm
Steve Pavlina leaves the ASP
There’s an interesting set of blog entries by Steve Pavlina in which he talks about some transitions that he’s been making in his life. In Environmental Reinforcement of Your Goals, Steve talks about how he’s conciously moving his career to…