why we always want what we can't have

reframing with a mindset of addition can help edge out the things we don't want

Happy last Monday of February, Noosers! Today kicks off the final week of February, the Heart Health month. For some, I bet that is good news, yay, less winter…spring is around the corner! We are hoping this month’s Noosletters have given you some inspiration that lasts beyond this heart healthy month, and will stick with you well into the future.

We have been focusing on things we can add, rather than take away. From our heart health post on what foods to add to your diet to prevent cardiovascular disease (👋 Tim Riggins), to ways to add strength training (with a shout out to Cher)— having a perspective of abundance makes a balanced lifestyle more inviting. If you’ve ever told yourself NOT to have something, you know how it goes... It can seem like you are constantly fighting temptation, relying on your willpower to muscle through.

So why is it so hard to eliminate things, and much easier to add? Read today’s Noosletter to understand the science behind restriction, and why you always want what you can’t have. We even have some ideas for easy additions you can make to your day and a special guest who has written a push up progression plan if you’re interested in adding that to your movement repertoire. Today’s post is chock full of great stuff — why settle for less when you can have more?

Why we want what we can’t have…

Have you ever noticed how the moment you tell yourself you “can't” have something, it becomes all you can think about? No late night snacking, no drinks until Friday, no more unnecessary purchases, no screen time after 7pm — you get the gist. As soon as you eliminate something, it becomes pretty consuming.

There's actually some incredible science behind this. Dr. Katy Milkman, a professor at Wharton and behavioral scientist, explains that our brains are wired to resist restriction.

When we focus on what we can't have, we actually make change harder for ourselves.

Think about it: How many times have you started Monday with a list of foods to eliminate (sugar, alcohol… no late snacking anyone?) — only to find yourself hearing your pantry whispering "just one bite" at night, or memories of comfort food flood your mind — you suddenly fixate on the things you can’t have.

That's not lack of willpower. It's your brain's natural response to perceived scarcity.

But here's where it gets interesting.