Using "you" instead of "I" taps into deeper willpower. - ex) [People eating healthier](https://selfcontrol.psych.lsa.umich.edu/wp-content/uploads/2020/03/2167702619896366.pdf), [couples lasting longer](https://www.researchgate.net/publication/242334284_A_Brief_Intervention_to_Promote_Conflict_Reappraisal_Preserves_Marital_Quality_Over_Time), and lessen emotional activity in the brain within <1 second