Why We Achieve More by Doing Hard Things and Not Easy Ones

There’s a part of the brain called the anterior midcingulate cortex (aMCC), and it plays a big role in motivation, effort, and pushing through challenges. When we do something difficult especially when it goes against our habits or urges, this part of the brain switches on. It helps us focus, stay with discomfort, and keep going even when we want to quit.

Think about someone trying to overcome an addiction or break a compulsive habit. Every time they don’t give in, when they pause, feel the urge, and still make a different choice, they’re not just showing willpower. They’re actually strengthening the brain circuits that support long-term self-control and goal achievement. That struggle they feel? That’s the aMCC at work like a muscle being trained.

Interestingly, people who consistently succeed whether in business, recovery, sports, or personal growth—tend to have a more active and even slightly larger aMCC. But here’s the catch: that part of the brain only stays strong if it’s regularly challenged. If we stop doing hard things if we avoid stress, discomfort, or emotional effort the aMCC starts to weaken. We lose that edge.

This means success isn’t something you reach and then just relax into. It’s something you keep building by staying in the mindset of doing difficult things. High performers keep choosing the harder path not because they have to, but because it keeps them sharp and grounded.

So if you want to grow, heal, or succeed start by doing one thing today that challenges you. Resist an old habit. Say no when it’s easier to say yes. Sit with a feeling instead of escaping it. Every time you do that, you’re not just getting stronger, you’re literally shaping your brain to support the life you want.

It’s not easy. But that’s exactly why it works.

References:
1. Shenhav, A., Botvinick, M. M., & Cohen, J. D. (2013). The expected value of control: an integrative theory of anterior cingulate cortex function. Neuron, 79(2), 217–240.
2. Holroyd, C. B., & Yeung, N. (2012). Motivation of extended behaviors by anterior cingulate cortex. Trends in Cognitive Sciences, 16(2), 122–128. McGovern, D. J., Polter, A. M., & Root, D. H. (2021). Neurobiology of drug addiction: a neurocircuitry analysis. F1000Research, 10, F1000 Faculty Rev-89.
3. Tang, Y. Y., Hölzel, B. K., & Posner, M. I. (2015). The neuroscience of mindfulness meditation. Nature Reviews Neuroscience, 16(4), 213–225.