We are constantly pulled into various directions in our Life by the twin forces of pain and pleasure. Commonly referred to as punishment and reward, we always seek to avoid pain or gain pleasure. The key to create a change is to leverage massive pain when we don't do it and massive pleasure when we do it. By associating pain and pleasure to our goals, we propel ourselves in the direction of our goals. All success is the result of the habit of associating massive pain and massive pleasure to our goals. The more we link pleasure and pain to our outcomes, the greater is our desire to reach our outcomes. Pleasure Pain principle is also basic to human behavior.

This is the basis for Neuro Associative Conditioning.