One inherent problem with goal setting is related to how the brain works. Recent neuroscience research shows the brain works in a protective way, resistant to change. Therefore, any goals that require substantial behavioural change, or thinking-pattern change, will automatically be resisted. The brain is wired to seek rewards and avoid pain or discomfort, including fear. When the fear of failure creeps into the mind of the goal setter, it becomes a “demotivator,” with a desire to return to known, comfortable behaviour and thought patterns.