Why did drinking feel so motivating? The answer lies in anticipation.

Coach Matt explains the neuroscience: Dopamine peaks when a reward is anticipated, not when you take the first sip.

This episode reveals how alcohol spikes dopamine up to 4X your normal level, leading to a huge deficit and the "hamster wheel" of drinking.

Learn how to consciously cultivate the anticipation of healthier rewards (hobbies, connection, goals) to effectively reprogram your brain, boost your emotional regulation, and move past white-knuckling into effortless freedom.

Download my FREE guide: The Alcohol Freedom Formula For Over 30s Entrepreneurs & High Performers: https://social.alcoholfreelifestyle.com/podcast

★ - Learn more about Project 90: www.alcoholfreelifestyle.com/Project90

★ - (Accountability & Support) Speak verbally to a certified Alcohol-Free Lifestyle coach to see if, or how, we could support you having a better relationship with alcohol: https://www.alcoholfreelifestyle.com/schedule

★ - The wait is over – My new book "CLEAR" is now available. Get your copy here: https://www.alcoholfreelifestyle.com/clear