Most of us think that sheer willpower will allow us to achieve our goals, whether we’re trying to get in shape, land a new job or meditate (or do anything else) consistently. But, as experts often say, willpower is like a muscle: It’s just as susceptible to fatigue. Add in procrastination and it’s clear we can get in our own way before we’re even ready to head out the door.
The founders of Neurohacker Collective believe that the starting place for healthy behavior is making the brain work better. Once the brain is optimized, they believe, goals such as regular exercise, a healthy diet or getting enough sleep become easy and natural. So the company is developing dietary supplements called nootropics, formulated to improve brain performance (and help us get out of the way of our own goals).