At any given time, customers from all walks of life rush to Starbucks, only to take their time once engaged by employees. These same customers return home to receive a flyer from Target with coupons for their family. Then maybe they'll do a little cleaning, like spraying their house with Febreze, and maybe they'll brush their teeth before bed; only to repeat a similar pattern the next day. After spending the morning at Starbucks on the corner of Park Avenue and East 34th Street in Manhattan, it became almost impossible to dismiss Charles Duhigg's conclusions in The Power of Habit: Why We Do What We Do In Life and Business. When I first walked into the store, I was greeted by employees eager to take my order and learn my name. While waiting for my coffee, I observed a close-knit staff behind the bar, preparing food and drinks, laughing and having fun. Duhigg would consider this excellent customer service to be the result of habit. In The Power of Habit: Why We Do What We Do in Life and Business, Duhigg guides readers through a careful analysis of academic studies, interviews, research, and even a few anecdotes. Habits are part of our daily lives, and although we think we are making conscious decisions, most of what we do is actually the result of habits. Habits are also a way for our brain to be more efficient, rather than thinking consciously all the time, the brain tries to save effort through these habitual behaviors. Duhigg calls this phenomenon "fragmentation," a process by which "the brain converts a sequence of actions into an automatic routine."1 If the brain did not have routines to rely on, it would be too overwhelmed to continue process information. So change someone...... middle of paper ......th workplace and consumerism. Although this book is an enjoyable read, some readers will be able to relate to it in a “standalone” way.2 Duhigg discusses important tasks in his book, making it exceptionally innovative and imperative for anyone in the world of work. read. As the workforce and business as a whole continue to evolve, it's important that employers and marketers work to shape this evolution in a positive way. Works Cited1Duhigg, Charles. The Power of Habit: Why We Do What We Do in Life and Business. New York: Random House, 2012. Print.2Wilson, Timothy D. “I Can’t Help It.” The New York Times. The New York Times, March 10, 2012. Web. April 16, 2014.3 Yang, Jia Lynn and Amrita Jayakumar. “Target says up to 70 million additional customers were affected by a data breach in December.” Washington Post. The Washington Post, January 11, 2014. Web. April 14. 2014.