Hey Luke, what is your opinion on symbols/rituals? If we pick a simple example, the gym, what if you put a Under Armour compression shirt...Would that put you in the 'athletic' mindset? In the compression shirt scenario, you either 1) really unhappy how you look (immediate contrasting with your ideal state + competing with yourself/fit guy advertising compression shirt) 2) just ok, but you probably want to look better, hence the desire to go the gym (same as one) 3) looking great -> success spiral -> continue.