When we try to understand the workings of our own willpower we tend to focus on the moments when it “breaks down.” When things are going smoothly and we’re accomplishing what we should without thinking too much about it, it generally doesn’t occur to us that willpower is even involved. If the decision or action doesn’t feel difficult, we don’t claim it required an act of will. However, when we stop viewing the Will as a muscle which we flex for brief stretches of time, and instead perceive it as an ongoing competition between many different internal interests, something entirely new jumps out at us. Rather than feeling the need to explain only those moments when we fail to act as we should, it’s clear that we now have to explain the reverse: given that so much of our life consists of chores and behaviors we aren’t all that excited about doing, how is it that so few activities require serious effort?

I suspect very few people get a thrilling shiver down their spine at the thought of taking out the trash, but neither do they put it off indefinitely or expend huge stores of emotion when the moment finally comes. We don’t throw our hands up in the air and give up on the prospect altogether, shamefully admitting to ourselves that “maybe we’re just not the type of person who takes out the trash.” This observation may seem absurd, but it’s critical to realize that most of our day to day life is taking out the trash. The psychological rules that govern basic chores are the same rules that govern our diets, our exercise routines, and everything else with which we wrestle. Why is one action automatic while another needs a constant struggle?
The short answer is Framing. The way we group and classify events in our life largely determines the amount of emotional capital available to be spent on each discrete behavioral item. Largely, this is because our brain has very limited resources. There is far more information assaulting our brains at any given moment than we are capable of processing consciously. Our mind’s primary job is to filter out as much information as it possibly can so that we are presented only with the most relevant pieces. It tries to, as Einstein said, “make everything as simple as possible, but no simpler.” Evolution doesn’t just favor smart choices, it must balance those smart choices against the energy it took to generate them. We are the decedents of those individuals who made the best choices with the least amount of information, and therefore had the lowest processing costs.
Frames can be internally generated or borrowed from the outside world, but most of the time it’s a mixture of the two. I’m ceaselessly surprised by the power new frames have to instantaneously shift our thoughts and feelings according to the situation, often completely without conscious reflection. For the most part, we accept without hesitation any frame we are presented, and we immediately incorporate it into our behavioral repertoire. When we go to a football game we instantly adopt an entirely different set of behaviors from those we would display in a business meeting. We take our cue from the people around us, and from our own past experience as dictated by our memory, and we create this massive shift in our behavior entirely without effort or active intent. What’s more, the shift changes not only the nature and direction of our thoughts, but also of our feelings and the types of events we react to emotionally. Observing the behavior of the same person walking out of a fine restaurant and into a rock concert, aliens would be incredibly confused.
The key to successfully making hard choices will come from understanding why most actions don’t feel effortful at all. Because we can focus on only a very small number of items (the smaller the better!), the type of thing we focus on will massively determine the nature of our behavior. Finally, most of the time the frames that determine our thoughts and feelings are picked up secondhand (and without any conscious acknowledgement on our part) from our social surroundings and the random happenings of our own life history, forcing us to paddle toward our distant goals amidst the pull and push of currents entirely unperceived by our own conscious selves.
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