80% of people feel stuck because of status quo bias and sunk cost thinking, not willpower. Dr. Katy Milkman, Wharton professor and author of How to Change, reveals why fresh starts (Mondays, birthdays, new jobs) rewire motivation, and shares the science-backed strategies—temptation bundling, if-then planning, flexible backup goals, and commitment devices—that make lasting behavior change stick even after motivation fades. Status quo bias and escalation of commitment keep people trapped in unfulfilling relationships, jobs, and habits for years because they overweight unrecoverable sunk costs like time and shared history.