Engaging in challenging activities, particularly those not enjoyed, leads to plasticity in the anterior mid-cingulate cortex.

“To me, this is one of the most important discoveries that neuroscience has ever made because it's that I don't want to do something but do it anyway that grows this area.”

“guess what, the anterior mid-cingulate cortex shrinks again.”

“all the data point to the fact that we can build this area up. But that as quickly as we build it up, if we don't continue to invest in things that are hard for us, that we don't want to do-- that's the part that feels so Goggin-esque to me, that we don't want to do.”

“what you're looking for when you are interested in growing your inter singulate cortex I'll tell you why that's a good thing to do is you're looking for that feeling of Leaning into challenge that friction if something's too easy or it's too delightful that's not going to contribute to your ID singulate cortex function and growth”

“I'm a big fan of trying to do something difficult at least one thing uh ideally every week um and perhaps even every day a little bit it doesn't take much uh maybe even just five minutes it's that friction that feeling oh I don't want to do this I can't do this and then continuing to practice or continuing to lean into that challenge safely of course”

“when we do something truly challenging in particular things that we do not enjoy this is key the an mid singulate cortex undergo some sort of plasticity”

“I would wager the hypothesis that it was probably built and reinforced through your postering up of athletic goals on the wall-”