The importance of transforming knowledge into habit It is an awkward feeling — knowing that you are at a place where you vowed never to go to again. It usually starts with an experience that has an undesirable outcome. “Why did I do that? I know better!”. Then you meander down the path of “Can’t believe I did that,” across the road of “That was stupid,” to the resting place of, “I’ll never do that again.” Yet, you do. I was speaking to a business colleague, Aaron, on the phone.