Why We Keep Failing to Follow Our Own Advice: The Neuroscience Behind Self-Sabotage

The Brain’s Survival Bias

Our brains are wired for survival which means they prioritise short-term safety and comfort over long-term growth. When you try to step into something new or uncomfortable, your brain fires warning signals, stress hormones, resistance and doubt to pull you back into familiar territory. This “survival bias” sabotages our best intentions, making change feel like a threat instead of an opportunity.

Identity and Neural Pathways

Your brain’s wiring is built around your current identity; who you believe you are. When your goals clash with that identity, your neural pathways push you to stay consistent with the “old you.” This creates cognitive dissonance: the uncomfortable feeling when your actions don’t match your beliefs.

Change happens when you rewire those neural pathways by building a new identity, step by step. Neuroscience calls this neuroplasticity; the brain’s ability to reorganise itself; but it requires deliberate, repeated practice.

The Power of Small Wins and Rituals

Habits work because they create predictable neural pathways. Even small wins like ticking one task off your list or meditating for 5 minutes strengthens your brain’s wiring toward your new identity.

How I Use Neuroscience to Help Leaders Break the Cycle

In my strategy sessions, I work with clients to identify where their current identity is holding them back and design a personalised “neural workout” that rewires their brain for growth.

It’s not about more motivation; it’s about smarter neuroscience.