TV presentation of Charles Duhigg’s “The Power of Habit” bestseller (video in Armenian)

“The Power of Habit” is written based on hundreds of outstanding scholarly works, numerous interviews and dozens of success stories. The author explains that 40% of our actions are based on habits; if we change them, we will change our lives. It is difficult to change a bad habit because we like the reward. The translator of the book, Lilit Grigoryan, assures that this is a popular science research. “The book is based on research and true stories. These are amazing discoveries about our habits, which lead us to success or failure.”

The international bestseller consists of three parts. First, the author describes in detail how habits are formed, how to acquire new habits. The second part presents the habits of successful companies. For example, how Starbucks turned a young man who dropped out of school into a top manager. How drinking coffee has become an American and a global habit. The third section is about the habits that develop within societies. According to Lilit Baghdasaryan, Associate Professor of Psychology, this book is based on a very important psychological direction, which is called behavioral.  “There is a cue and if it is supported, we have enjoyable feelings. It really helps people.” 

    

Commercial companies spend millions to make it a habit for us to buy their products. They discover our habits and then make money out of it. In the second part of the book, Charles Duhigg shows with examples how people's habits become the key to the success of transatlantic corporations. Businessman Taron Papikyan assures that habits are formed by human behavior.  “There is an impression that we will succeed by technical means, but what is really important is people's behavior, which is based on their habits. Otherwise, we may change their habits”

This book gives all the necessary information and guidance in the process of changing a bad habit. The author proves his point with simple examples from our daily lives. For instance, one of the reasons people smoke is that they are nervous. The book will teach you instead of choosing a deadly cigarette, choose another habit and get the same pleasure. According to the editor-in-chief of the publishing house, we all have habits, but in order to understand why we need them, we should read the book. “I am reading the subtitle, which says - why do we do what we do? You can find the answer in the 400 pages of the book.”

 

The main partner of the Armenian translation of the book is Digitain Company. Ani Mkrtchyan, the representative of the company notes that the choice of the book is also explained by their marketing habit: the company tries to use the habits of their employees efficiently. “In the near future we will target business literature, which reveals business skills. We believe that it is essential to make such literature available for the public.” 

What do the woman who quit smoking, the successful director of a famous company and the Olympic champion have in common? They have all changed their habits. All of these examples are presented in the Armenian version of “The Power of Habit”, published by Newmag Publishing House.