In today’s episode of The Plant Trainers Podcast we talk to Howard Jacobson, PhD all about Staying Motivated In Tough Times. It seems that people are finding it harder to stay motivated to live healthy, stay happy and balance life. Howie talks about connecting motivation to transformation. Wanting to be healthy isn’t enough of a motivator for most people to actually reach their goals and and sustain them. We explore different options for higher level motivations, how they work, what they look like in practice, and how we can connect with them and use them. Josh LaJaunie comes up a lot in this podcast as he is a big inspiration for Howard’s thoughts on motivation; so if you have not yet listened to PTP105 with Josh LaJaunie, you should consider going back and having a listen to that first. This episode with Howard Jacobson is also a two part podcast as the conversation was just too good to cut short. So please click here for the second part of the episode.  Howie Jacobson, PhD, is an executive coach to clients ranging from startup founders to established and rising Fortune 100 leaders. He’s also a health coach, and co-founder and lead instructor at the WellStart Health Coach Training Academy. Howie is coauthor of You Can Change Other People, with Peter Bregman; Whole, with T. Colin Campbell, PhD; Sick to Fit, with Josh LaJaunie; and Proteinaholic, with Garth Davis, MD. In this episode we discuss: Vegan vs plant-based Writing with Dr T. Colin Campbell and Dr Garth Davis Motivation The influence of Josh LaJaunie Waiting for tragedy Wanting to do things vs choosing to do them Behavioral economics Pain & pleasure – cost/benefit Pain threshold and instant gratification