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Most of us have no idea why we fail to reach our goals. Now eminent social psychologist Heidi Grant Halvorson shows us how we can finally win by revealing how goals really work—and by showing us how to avoid what typically goes wrong.

We all want to experience pleasure and avoid pain. But there are really two kinds of pleasure and pain that motivate everything we do. If you are promotion-focused, you want to advance and avoid missed opportunities. If you are prevention-focused, you want to minimize losses and keep things working. And as Tory Higgins has found in his groundbreaking research, if you understand how people focus, you have the power to motivate yourself and everyone around you.