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Reflection inspired by the book Hacking Human Behavior
In my book Hacking Human BehaviorI explain that every system—whether biological, emotional, or corporate—self-adjusts to survive. But there's a detail that leaders rarely realize: Not all bodies want to evolve.
And this also applies to companies.
Often, the person who seemed the most energetic at the beginning—that partner, manager, or employee full of drive, the one who said, "Let's change the world"—is the same one who, when the company finally starts to grow, It loses the vital energy, the brilliance, and the hunger that drove it..
The paradox of success
Success doesn't change people. It just... reveals who they really are when the fight ends.
While some see growth as fuel to go further, others see it as a justification to rest. And that's where behavior changes.
That person who once overflowed with energy begins to become an emotional and operational burdenHe no longer celebrates his achievements. He complains about the changes. And he starts acting like a handbrake on a car accelerating uphill.
The human mind cannot withstand what it does not understand.
Behavioral psychology shows that when the brain enters its comfort zone, it activates self-preservation mechanismsIt's not about evolution. In other words: the more the company grows, the more some brains go into defense mode.
And the leader who doesn't understand this makes the fatal mistake of trying to motivate the unmotivatedThey think that words are enough. But motivation cannot be implanted — manifests itselfIf it needs to be pushed, it's because it's already dead.
The new silent symptom of modern companies
The biggest challenge today is not technological, it is behavioralCompanies are full of people who They can't keep up with the speed of their own success.When Artificial Intelligence comes into play, when the process becomes automated, when the structure expands—these same people They collapse internally..
They lose their purpose because they weren't prepared to thrive. They were addicted to the narrative of struggle, not the discipline of growth.
And whoever is in charge needs to learn to read these signs:
- subtle drops in energy,
- disinterest disguised as "I'm overwhelmed"
- resistance to new ideas,
- And that empty look of someone who's already been left behind.
These are the first symptoms of what, in my book, I call behavioral reversal — when the instinct for evolution gives way to the instinct for self-preservation.
The AI era is revealing who truly wants to grow.
THE Artificial intelligence It's simply accelerating what has always existed: the adaptable thrive, the resistant isolate themselves.
While some use AI to expand their minds and businesses, others have come to fear it — and this resistance is the modern translation of a loss of vital energy.
Because AI doesn't steal jobs. It just... It exposes those who have stopped learning.
The role of the leader
Those in charge need to have the courage to see this clearly. Leading is not just about motivating, it's... decoding human behavior within the company.
Identify who still has passion in their eyes — and who is there simply because it's convenient. Distinguish between the employee who thrives on impact and the one who merely survives for the sake of the position.
And, when necessary, release the dead weightBefore the exhaustion of one kills the dream of all.
Conclusion
Every company starts as a living, pulsating organism full of purpose. But, over time, some lose the energy that sustained the initial dream.
Hacking human behavior means understanding it before it's too late. Because no business fails due to a lack of technology — it fails when the minds of those in leadership stop evolving.
If you enjoyed this article, leave your feedback in the comments and I'll send you a free book.
Those who lose their sparkle, lose the power to build. And those who lead need to learn to see this before that sparkle dims the entire company.
# Tracking Human Behavior # Leadership # Business Behavior # Artificial Intelligence # Digital Transformation # Business Management # Innovation Culture #MorpheusAI #MatrixAI # Neuroscience # Organizational Psychology # Entrepreneurship
CEO | Leading the AgenticAI Revolution for Enterprise
October 19, 2025
