Expected Reward Vs Predictive cost drives behaviour

Expected Reward Vs Predictive cost drives behaviour

^^ this is the neuroscience of what’s happening when we tell ourselves we should do something and we don’t or shouldn’t do something and we do.

Procrastination for example is when the brain values what it’s currently doing over what you’re procrastinating over. Even if what you’re currently doing is reading the news on your phone for the 4th time that day.

Or it could be that you’ve been trying to get yourself to stop micromanaging and yet you keep on doing it when it comes down to it.

This is the PRIMARY principle of coaching.

> Advice doesn’t drive behaviour

> Great advice that you totally agree with doesn’t drive behaviour

> You know this because you don’t even take your own advice a lot of the time.


Whether leading yourself or leading someone else the temptation is to try and move (them) to where you think they should be.

• From where you are now to the perfect diet

• From micromanaging to coaching in all arenas

But it never works because this expected reward/ predictive cost mechanism is always cycling. Big behaviour change costs too much.

Behaviour change requires exposing and exploring these mechanisms and integrating new low cost high value actions.

This is why courses and advice almost always fail to create behaviour change.

Knowing what to do and doing what you know are wildly different challenges.

If you wish to change behaviour try exposing Expected Reward of the desired action and Predictive cost of that behaviour and see what happens.

But most importantly, don’t beat yourself up about all the should’s you aren’t doing and all fed shouldn’ts you are.

Just try and find a more FUN way to move forward. Fun MEANS high reward hashtag#neuroscience hashtag#coaching