Habits aren't bad. We need them to survive. Understanding how the brain uses habits, and how you can work with them, is essential for business. One question to ask is, are you really trying to break a habit, or would you do better by attaching to another one (known as temptation bundling)? Wharton professor Katy Milkman led a research project called Holding the Hunger Games Hostage at the Gym, where participants could only have access to their audio devices while at the gym. This uses a tempting habit ─ listening to that awesome audiobook ─ and combines it with a habit people would like to build, but may otherwise feel forced to put off, like exercising. The participants whose devices were "held hostage" were 51 percent more likely to visit the gym. And the really amazing thing is what happened after it was over: nearly two-thirds opted to pay to have gym-only access for their devices!