The Knowing-Doing Gap
Why You Don’t Do What You Know Works (and What Might Actually Help)
Isn’t it weird how we can know exactly what we should do - eat the veg, go for the walk, start the scary-but-important project - and still… just not do it?
It’s one of the most human struggles there is. And I don’t think we talk about it nearly enough.
This week, while walking my dog and catching up on podcasts (my favourite form of multitasking), I listened to a fantastic conversation between Rich Roll and Dr. Laurie Santos - the Yale professor who teaches The Science of Wellbeing, hosts The Happiness Lab, and generally seems to be on a mission to help us outsmart our sneaky brains.
Naturally, I signed up for her (free!) course the second I got home. 🙃 The Science of Well-Being
In module one, she introduces something she and a colleague termed The G.I. Joe Fallacy - and honestly, it’s been living rent-free in my head ever since.
So, what is the G.I. Joe Fallacy?
It’s based on the 80s cartoon where, after every episode, the characters would dish out a little nugget of moral wisdom - “Now you know! And knowing is half the battle.” (in the UK when I was growing up, we had He Man which had similar PSAs)
Turns out… that’s bollocks.
Because knowing might be part of the battle - but it’s certainly not half. And in my experience? It’s barely a tenth.
Think about it: how often do you know what you need to do (whether it’s flossing, meditating, drinking less, or leaving that relationship)… and still not do it?
Welcome to the knowing-doing gap.
Why the knowing-doing gap exists
It’s not because you’re lazy or broken or lacking in willpower. It’s because your brain is designed to conserve energy - and it’s really into habits and shortcuts.
It also struggles to connect future consequences with present-moment actions. Which means even if you know something (like that an unhealthy lifestyle may affect you later), your brain tends to say, “Yeah, but not today,” and hands you the crisps (chips) anyway.
On top of that, we’re emotional creatures. If you’re stressed, tired, or overwhelmed - your poor old frontal lobe doesn’t stand a chance.
So… how do we close the gap?
Honestly? We don’t need to close it completely - we can just build ourselves a rickety little rope bridge across it. One we can use most days, and patch up when it starts to fray. And it will. Nothing works for every situation and/or forever.
Some tips that help me (and might help you too):
1. Lower the barrier
Make it easier. If your goal is to meditate, don’t aim for 20 minutes. Start with two. Just showing up counts. The easier it is to start, the more likely you are to do it.
2. Design for your future self
Create friction for the “bad” habits, and smooth the path for the good ones. I keep my yoga mat out where I can see it. I make putting off social media a default, not a decision (by limiting apps on my phone or removing them altogether when I struggle).
3. Journal your “why”
When I feel the resistance coming on, I write down what I’m trying to achieve and why it matters. Sometimes even that doesn’t get me over the hump. But sometimes, it does. I also find thinking about how tiny we are in this universe enormously motivational (YMMV).
4. Use reminders, not rules
Reminders feel supportive. Rules feel like a parent wagging their finger at you. I stick post-its with kind nudges on my fridge, bathroom mirror, and phone background. I have a sticker on this laptop I’m currently using from the wonderful Katie Abey which reads: “Note to self: I am going to make you so proud” ❤️
5. Be radically kind to yourself
Falling off track isn’t failure. It’s feedback. You’re just a human being with a tired brain trying your best. That’s enough. Imagine the voice inside your head is speaking to a 6-year old version of yourself and get it to speak accordingly.
Closing the gap (most days) is enough
We’re never going to win every battle between knowing and doing. But we can win more of them - if we’re willing to play smart, stay curious, and treat ourselves with compassion.
And as Dr. Santos says in her course: sometimes what we need isn’t more motivation, it’s just better nudges.
Let’s build toolkits that help us get out of our own way - not with force or guilt, but with flexibility, strategy, and grace.
If this kind of self-awareness-with-a-practical-edge sounds like your thing, why not subscribe and join me? I share articles like this every week - raw, real, and useful.
Great article - love the lowering the bar and building of the habits - I think, particularly in this day and age but probably forever, that people want that instant result - that perfection in this new thing they think will change their lives, when actually it takes time to build, break down and build again to make it work....