07/08/2026
One of the ideas that changed the way I understand human behaviour is that dopamine isn't simply the "feel good" chemical we're often taught it is.
I see it more as a signal that says: ๐ฉ๐๐ฒ ๐๐ญ๐ญ๐๐ง๐ญ๐ข๐จ๐ง.
Your body releases dopamine before you eat the food, before you buy the item, before the message arrives, before someone you like replies, before you reach the goal. It creates motivation because, throughout human evolution, anticipation helped us survive. If something looked as though it might improve our chances of staying alive or belonging to the group, our biology encouraged us to move towards it.
That ancient system now operates in a world full of notifications, dating apps, online shopping, social media, gambling, streaming platforms and endless novelty. The biology hasn't changed but the environment has.
When you notice those moments of anticipation, you give yourself the opportunity to understand your behaviour differently. Instead of assuming you lack willpower, you can ask what your body believes it's moving towards.
That question has changed the conversations I have with clients. We often focus on the behaviour itself, yet the anticipation that drives the behaviour frequently tells us much more about the need underneath.
I'm increasingly convinced that if we want to understand modern human behaviour, we need to pay much closer attention to what our biology evolved to seek.