Triggers: Creating Behavior That Lasts – Becoming the Person You Want to Be
Shows why our surroundings keep pushing us into behavior we regret, and how self-feedback, fewer daily decisions, active questions and a nightly scorekeeper help us become the person we intend to be.

Table of Content
1. Introduction
55 sec
Most people who fail to change already know what they should do; what defeats them is the setting they happen to be in. In Triggers, executive coach Marshall Goldsmith, writing with Mark Reiter, argues that our surroundings keep pushing us toward behavior we would never pick on reflection, and that we rarely see it happening. A trigger, in their sense, is anything that reshapes our thoughts and actions: a person, an event, an ice cream cone in a park on the first day of a diet.
Their case is that change lasts when you learn to see your triggers, build structure around the predictable ones and hold yourself to account every day with active questions and someone keeping score. Goldsmith makes it concrete with his old comb-over, his single work outfit and the phone call he pays to receive each night. What you get is a short evening routine that turns vague intentions into a daily score you can act on.
2. Spot the triggers you never notice
1 min 36 sec
A diet can collapse in a sunny park, and a successful coach can wear a comb-over for years without seeing why. Both failures share a cause that most people never think to look for.
3. Spot the self-image beliefs that block your change
1 min 45 sec
Ask tens of thousands of professionals how good they are and the arithmetic stops working. The gap explains why people put off change, and why a fancy dinner can turn polite people rude.
4. Put a pause between the impulse and the act
1 min 43 sec
Goldsmith nearly embarrassed himself on national television because he was having too much fun. What stopped him is a habit of noticing that anyone can build with a pen and one stubborn goal.
5. Adjust your approach when the room won't change
1 min 39 sec
A lawyer carried a small card into every meeting, and an executive rewrote how she described her job before visiting old friends. Each found a way to behave well where the setting was against them.
6. Save your discipline by deciding things once
1 min 34 sec
The couch wins most evenings, and the reason has little to do with character. A green polo shirt and an assistant who books every flight show how to keep something in reserve for later.
7. Score your own effort every night
1 min 50 sec
Two questions about your goals differ by only a few words, yet one lets you off the hook and the other does not. Goldsmith pays someone to make sure he answers the second kind.
8. One aware response can help the people around you
1 min 35 sec
A husband trying to become a better listener faced an ordinary evening moment that could have gone several ways. What he did shows how a single choice can travel well beyond the person making it.
9. Conclusion
1 min 08 sec
What Goldsmith and Reiter offer in the end is a different picture of failure. When a plan collapses, the usual story is that we were weak. Their account points instead to the ice cream in the park, the expensive restaurant, the pleasure of a TV studio and the long day that drained our reserves. The environment keeps writing our behavior, and the real counter is to notice it at work and choose anyway.
That noticing can become routine. Settle the dull daily decisions once, the way Goldsmith settled his wardrobe, so there is willpower left for the hard moments. Write a handful of questions that each ask whether you did your best, and give someone the job of hearing your scores from 0 to 10.
The test arrives in ordinary moments. You lose an hour of work to a phone call with a friend about Friday plans, or you skip the workout because today feels special and tomorrow seems better. Your surroundings did push you. Then ask whether you really did your best toward your goals today. Answered honestly each night, that question hands the choice back to you.
About this book
What is this book about?
Most people know which behavior they want to change. They want to listen better, exercise more or stop snapping at others. Yet the change slips away, and they blame their own weak will. Executive coach Marshall Goldsmith and his co-author Mark Reiter point somewhere else: to triggers, the people, places and moments that reshape what we think and do, usually without our noticing. The authors show how belief triggers let us excuse ourselves, and how settings such as an expensive restaurant or a TV studio can bend behavior for better or worse. They then lay out a method: self-feedback to bring triggers into view, adapting how you act in settings you cannot leave, and structure that saves willpower for the hard moments. At the center is a nightly habit. Goldsmith asks himself active questions that begin with whether he did his best, and pays someone to hear his scores. Readers come away with a simple routine for owning their behavior and its effect on the people around them.
Book Information
Who it's for
Professionals slipping under pressure
Professionals who keep promising to change a habit and keep slipping under pressure.
Managers and coaches
Managers and coaches who want a simple nightly method to help people own their behavior.
Worn out by evening
Anyone worn out by evening who wants structure instead of more willpower.
About the Author
Marshall Goldsmith
Marshall Goldsmith is an American executive coach who has advised more than 200 major CEOs and their teams. He taught management practice at Dartmouth's Tuck School of Business, holds a Ph.D. from UCLA's Anderson School and is in the Thinkers 50 Hall of Fame. His 41 written or edited books have sold over 2.5 million copies. Mark Reiter runs a literary agency and has co-written more than a dozen books, including What Got You Here Won't Get You There with Goldsmith.
Ratings & Reviews
Ratings at a glance
What people think
Listeners find this book both deep and absorbing, filled with actionable strategies and direct paths toward transforming their behavior. Furthermore, they value the inspiring message and stimulating perspective, while one listener points out how it encourages personal introspection. The title also garners favorable remarks for its clarity and accessibility, with one review emphasizing its talent for breaking down intricate ideas into plain, easy-to-understand language.
Top reviews
The concept of 'Did I do my best' changed my entire morning routine and how I view my personal accountability. I used to blame my environment or my boss when I didn't reach my goals, but this book forced me to look inward. Marshall Goldsmith breaks down complex behavioral psychology into simple, actionable steps that anyone can follow regardless of their professional level. Track your daily questions. It helps. It’s not just about business; it’s about being a better person in your relationships and for yourself. The writing is incredibly readable and the stories, while mostly corporate, are easy to translate to everyday life situations. This is easily one of the most motivational books I’ve picked up in years because it emphasizes effort over perfect results. I’ve already recommended it to three people in my department who were feeling burnt out lately.
Show moreEver wonder why you keep making the same mistakes even when you know better? This book explains that our environment is a relentless trigger that pulls us away from our best selves. I loved the emphasis on active questions rather than passive ones. Instead of asking if I was happy, asking if I did my best to be happy made me realize I have more control than I thought. The simplicity of the language makes the complex psychology feel accessible to anyone, not just psychology majors or high-level executives. It’s a very engaging read. It moves fast. You will find yourself reflecting on your own behavior by the end of the first chapter. While some might find the author a bit self-centered, the methodology he presents is undeniable if you actually do the work. I’m currently on day twenty of my daily questions and the shift in my focus is palpable.
Show moreThis book is a masterclass in self-accountability for those of us who feel like our environment is constantly working against us. Marshall Goldsmith provides clear steps to identify the triggers that cause us to react poorly or lose sight of our long-term goals. I appreciated how he distinguishes between 'knowing' what to do and actually 'doing' it, which is where most self-help books fail. The actionable practice of tracking daily effort rather than just results is a total game-changer for maintaining motivation over the long haul, especially when you are dealing with projects that take months to complete. Look, some might find his tone a bit smug, especially when he talks about his executive coaching sessions, but the logic is sound. It’s a very insightful and engaging read that pushes you to take responsibility for your own happiness and engagement. I’ve started using the six questions every night, and it’s eye-opening to see where I’m actually slacking. Highly recommend this for anyone looking for a practical guide to behavioral change.
Show morePicked this up during a career transition and found it to be exactly the wake-up call I needed. The core idea that we are often victims of our environment resonated deeply. I’ve started the daily questions, and frankly, my productivity shift was immediate. Goldsmith’s focus on 'doing your best' is a powerful mindset change. Not gonna lie, the name-dropping of billionaire clients got old fast. It feels like he's writing for a specific elite circle. Still, the practice is easy to follow. If you ignore the ego, the substantive advice for behavioral changes is excellent.
Show moreFinally got around to finishing this for my office book club, and I have to say the results were surprising. The 'Daily Questions' framework is such a simple way to maintain focus on behavioral goals, especially in a chaotic work environment. My coworkers and I spent a long time discussing the AIWATT principle and how it applies to our stressful weekly meetings. Personally, I found the author’s tendency to brag about his high-profile clients a bit distracting, yet the core message remains powerful. He translates complex concepts into simple language that anyone can use to self-reflect and improve their interpersonal relationships. It’s a very readable book that doesn’t require a background in psychology to appreciate or implement. Some parts felt a bit repetitive, but the repetition helps hammer home the need for structure in our lives. It’s definitely a thought-provoking approach to self-improvement that I'll keep on my desk for reference.
Show moreAfter hearing several colleagues rave about the 'Daily Questions' method, I decided to give it a shot to see if it lived up to the hype. I was pleasantly surprised by how much I enjoyed the focus on internal locus of control and personal effort. The book is filled with motivational content that really helps you self-reflect on why you aren't reaching your full potential. I found the chapter on environmental triggers particularly insightful because it helped me identify why I always lose focus in the late afternoon when the office gets loud and my energy starts to dip. Gotta say, the author does come across as a bit full of himself at times, which might be a turn-off for some readers. However, the clear steps and easy-to-use templates for tracking progress make it a worthwhile investment of your time. It’s a quick read that provides a lot of value if you are actually willing to put the work in.
Show moreNot what I expected from a typical business book, but in a good way because it focuses more on the person than the profit. The emphasis on being fully engaged and finding meaning in everyday tasks is something we all need to hear more often to stay grounded. I liked how the book translates complex behavioral concepts into simple language that felt very relatable, even when the specific examples were about high-powered CEOs. It’s an engaging read that offers a lot of thought-provoking moments regarding how we allow our environment to dictate our moods. Personally, I think the 'Did I do my best' questions are the most valuable takeaway because they remove the excuses we usually make for ourselves. While the author’s tone can be a bit 'holier-than-thou' at points, the practical tips for making behavioral changes are too good to ignore. It’s a solid addition to any self-improvement library and a great tool for anyone serious about self-reflection.
Show moreAs someone who works in a mid-level management role, I found the advice a bit of a mixed bag. The core idea of AIWATT (Am I Willing At This Time) is actually brilliant and has helped me pause before reacting to annoying emails or difficult colleagues. However, much of the book felt like it was written exclusively for well-to-do exec types who have personal assistants to handle their daily chores. Truth is, the 'Empty Boat' parable was a nice reminder to let go of anger, even if I’d heard similar stories in Zen Buddhism books before. While the techniques for behavioral change are solid, the delivery is often repetitive and leans heavily on the author’s own success. I didn’t care for the parts where he seemed to judge people for having basic human weaknesses. It's a decent read for the practical tips, but be prepared to filter out a lot of ego to get to the good stuff.
Show moreTruth is, I have a love-hate relationship with Marshall Goldsmith's writing style throughout this entire book. On one hand, the 'Empty Boat' parable and the AIWATT acronym are incredibly useful tools for emotional regulation in the heat of the moment. On the other hand, the author's constant focus on elite CEOs and his oddly judgmental stance on things like weight loss can be quite grating. It feels like he’s speaking to a very specific, privileged audience while ignoring the objective obstacles that regular people face every day. To be fair, the information presented is solid and the 'Did I do my best' phrasing is a brilliant way to stay honest with yourself. It’s not groundbreaking stuff if you’ve read a lot of positive psychology, but it is packaged in a very accessible way. I’d say it’s worth a read for the practical frameworks, provided you can stomach the occasional bragging.
Show moreLook, I really wanted to like this one given the high praise it gets in corporate circles, but the author’s tone was a major barrier for me. Frankly, the constant name-dropping of CEOs and the 'first-world martyr' attitude felt incredibly out of touch with anyone living a normal life. I found the section on 'Did I do my best' to be somewhat useful, but it’s buried under pages of what feels like a lecture from someone who has never struggled with a real budget. Someone please get this man a sandwich because he spends way too much time obsessing over what people are eating. The weirdly judgmental comments about weight were a huge turn-off and felt totally unnecessary for a book about behavioral change. To be fair, there are a few decent nuggets of wisdom regarding environmental triggers, yet they aren't worth wading through the smugness. If you can ignore the elitist vibe, you might find something here, but I just couldn't get past the author's personality.
Show moreQuestions about this book
What is the main idea of Triggers by Marshall Goldsmith?
Goldsmith and Reiter argue that hidden triggers, mostly in our environment, push us into behavior we do not intend. A trigger can be a person, event or circumstance. Lasting change comes from noticing these triggers, creating a gap between impulse and action, building structure to save willpower, and asking active questions every night with someone keeping score.
What are active questions in Triggers?
Active questions ask about your own effort instead of your circumstances. A passive question asks whether you have clear goals; an active one asks whether you did your best to set them. Goldsmith suggests six, covering clear goals, progress, meaning, happiness, positive relationships and full engagement, and he answers his own every night.
How do I apply Triggers to my daily life?
Pick one behavior goal and list the people and situations that help or block it. Make a repeating decision a single time, the way Goldsmith did when he chose green polo shirts and khaki pants as his standard outfit for the office. Each evening, ask yourself active questions that begin with whether you did your best, and have a person or system record a score from 0 to 10.
Why is it so hard to change behavior, according to Triggers?
The book gives several reasons. Belief triggers let us excuse ourselves, and we misjudge our own performance: in one study of over 80,000 professionals, 98.5 percent placed themselves in the top half. Environments change how we act, as with diners who are rude only inside expensive restaurants. And ego depletion, described by Roy F. Baumeister, drains our discipline as the day goes on.
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