“Some psychologists say that men are particularly prone to this tendency of being attracted to the new, unusual, noisy and shiny over the less showy, perhaps more routine matters. It can catch us out, for novelty and glitter are no true measures of importance, actual or relative.”
– Cedric Delves, Across an Angry Sea: The SAS in the Falklands War
Put a rat in a maze, and it will automatically explore a newly opened section of the maze. That’s because most mammals have a strong preference for novelty – and humans are no different.
From an evolutionary standpoint, it makes sense that your brain is wired to ignore the old and focus on the new. Noticing the many things around us that don’t change from one day to the next isn’t an efficient use of time or energy.
Novelty also makes you happy. That’s because fresh experiences of any kind tend to trigger the release of “feel good” chemicals in the brain.
However, the constant hunt for “new and exciting” can easily backfire.
You end up down a research rabbit hole, where it’s hard to tell which of the eyebrow-raising claims being made about a particular diet, supplement, exercise program or high-tech fitness gadget are grounded in fact or fiction.
Getting in shape is a lot more about the consistent and relentless execution of the fundamentals – those “less showy and routine matters” as Delves puts it – than it is anything else.
And that’s exactly what I show you how to do inside Gutless.
It’s a simple, science-backed nutrition system that will show you how to lose fat without losing muscle, feeling hungry all the time, or giving up the foods you love.
Those in search of “novelty and glitter” will need to look elsewhere.
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Christian Finn, M.Sc.
Founder of Muscle Evo