Sticking to your goals isn't always easy. Queen Mary University of London researchers say when people first decided to set a goal they are motivated by rewards, but once they begin to put plans into action, their focus turns to the difficulty of the effort they need to put in. The scientists say the key to picking an achievable goal is to consider the effort needed when deciding what to do, and then remembering to focus on the rewards once the time comes to put the effort in. Study leader Dr. Osman adds, "If we aren't careful our plans can be informed by unrealistic expectations because we pay too much attention to the rewards. Then when we face the reality of our choices, we realize the effort is too much and give up."