- every behavior has a surface level craving and a deep, underlying motivation - underlying motives are primitive basics (need for food, sleep, energy, warmth, etc.) - A craving is just a specific manifestation of the underlying motive - eg. Craving for a taco is just manifestation of need for food - habits are modern solutions to ancient desires - many ways to address the same motives - this means our current habits may not necessarily be the best ways to solve the problem. They are just what we've learned so far - Behavior is heavily dependent on how we interpret the events that happen, not necessarily their objective realities - when you predict you'd be better off in a different state, you act - cravings and habits are all attempts to address underlying motives - reframing associates (have to vs get to, intentional cues, etc.) can help hard habits become attractive ones.