I introduce my 6 step formula for understanding pain and pleasure, and how to apply both to your advantage in business and life.

1. Episode 29
Why don’t we do the things we know we
should do?
• At the simplest level, the answer
comes down to pain and pleasure.
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Pain and
Pleasure

2. vV
Everything We Do Is to Get
Pleasure or Avoid Pain
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• Everything we do in life is for the purpose of:
• Getting pleasure
• Avoiding pain
• Or a little of both
• This is a concept that many people have been
talking about since the ’90s.
• It inspired me to study the neuroscience
behind pain and pleasure .
• To learn why people still don’t follow
through on the things they want to do.
• Even when they understand the idea of
pain vs. pleasure
P A I N
PLEASURE

3. vV
The Six-Step Formula for
Understanding Pain and Pleasure
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• My two years of studies led me to
create a six-step formula for
understanding how pain and
pleasure govern our decision-
making process.
• Understanding these six steps
will help you use pain and
pleasure to start making better
decisions.
• Let’s get started.

4. vV
Step 1 - We Want to Avoid
Pain and Gain Pleasure
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• Say you could either get a hug or
get poked with a needle.
• You’ll choose the hug to gain
pleasure.
• And won’t choose the needle
to avoid pain.

5. vV
Step 2 - We Will Do More to
Avoid Pain than Gain Pleasure
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• Sometimes things get a little more
complicated.
• Say the hug would be someone you
don’t like
• and the needle contains medicine
that will really help you in the long
run.
• All things else being equal, your brain
will choose the choice with the least
amount of pain.

6. vV
Step 3 - Our Perception of Pain
and Pleasure Affects Reality
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• Understanding that our perception of
pain and pleasure affect reality is a key
part of understanding neuroscience and
neuro-linguistic programming
• Your brain doesn’t know what stimuli
are painful or pleasurable without your
perception.
• A needle may be harmless to you,
but it’s insanely painful to someone
with a phobia of needles.
• This is the step where you can start to
understand how people make irrational
decisions.

7. vV
Step 4 - The Perception of Pain and
Pleasure is Modulated by Time
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• Your brain takes into account the time it
will take to avoid pain or gain pleasure in
a situation.
• Imagine If you were scared of needles
and I said you had to get a shot in a year.
• You’d have a much different reaction
than if I said you had to get it in a
week.
• the amount of pleasure to be gained
or pain to be avoided increases as
the event gets closer.

8. vVStep 5 - Emotion Trumps Logic
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• Emotional pain and pleasure are
stronger than logical pain and
pleasure.
• When something is going to
hurt your “heart”, you will work
harder to avoid it than
something that will hurt your
mind.

9. vVStep 6 - Survival Always Beats Desire
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• We are not built for success - we
are built for survival.
• The desire to have something
is nowhere near your desire to
survive.
• Take eating for example.
• You may say no to food.
• but then your survival instincts
kick in and make you not only
eat but overeat.

10. vV
Applying the Six Steps to
Understanding Pain and Pleasure
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• When you apply these six
principles you can see exactly
which step is causing you to make
bad decisions.
• The challenge today is to apply
these steps to something in your
life that you have been meaning
to take action on.

11. vV
Recapping the Formula for
Understanding Pain and Pleasure
Business Coaching Inquiries: (844) 884-8264 | titaniumsuccess.com
• To recap, the formula goes as follows:
1. We want to avoid pain and gain
pleasure.
2. We will do more to avoid pain than
gain pleasure.
3. Our perception of pain and pleasure
affects reality.
4. The perception of pain and pleasure is
modulated by time.
5. Emotion trumps logic.
6. Survival always beats desire.
• Schedule a business coaching session with
me today to learn how to apply this
formula to your business decisions.

12. BUSINESS DOWN
TO A SCIENCE
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