Business Insider covers a new lab study suggesting that effortful self-control might be relatively unimportant in reaching one's goals. Achieving your goals, in other words, is less about exercising self-control; instead it's about avoiding temptation in the first place. Thus, against popular and scientific wisdom, effortful self-control does not appear to play a role in goal-pursuit, suggesting that the immediate positive consequences of exerting willpower do not translate into long-term goal success.