Why Effortful Gratitude Matters

The Choice That Changes Everything

Dear Why Team member,

As we step into Thanksgiving week, I find myself reflecting on the extraordinary power of gratitude. It’s a time of year when we intentionally pause, gather with family and friends, and focus on the goodness in our lives. But what if gratitude could be more than a seasonal practice? What if it became the lens through which we viewed our everyday lives?

Gratitude, I believe, is not just a feeling—it’s a decision. A purposeful choice to embrace the gifts of today, even amid uncertainty. It’s a decision that rewires our brains, reshaping how we think and, ultimately, how we live.

Have you ever noticed how gratitude doesn’t come naturally when life feels overwhelming? Our brains are wired to focus on challenges, potential threats, and what’s missing. It’s a survival mechanism, one that served our ancestors well but can leave us trapped in cycles of fear and worry. Gratitude is the antidote. But like any worthwhile pursuit, it takes effort. When I wake up and say, “Today, I will rejoice,” I’m not describing my circumstances—I’m deciding my response to them. It’s a deliberate act of pushing back against the tide of negativity. And the rewards? They’re profound.

Science backs up what we’ve all experienced: gratitude changes us. Studies show that practicing gratitude strengthens neural pathways associated with joy and contentment. Over time, this practice becomes more natural, like a well-trodden path through the forest of our minds. This is why I often say, “Best day ever!” It’s not a statement of perfection—it’s an invitation to see the beauty in imperfection. Gratitude doesn’t erase our challenges, but it gives us the resilience to face them with hope and optimism.

Gratitude is not only the greatest of virtues but the parent of all others.
— Marcus Tullius Cicero

Isn’t it remarkable that we live in a nation with a holiday dedicated to gratitude? Thanksgiving arrives after the heat of summer and the busyness of early fall, just as the world slows down. It’s a moment to reflect on the year behind us and to express optimism for the year ahead. Around the table, we’re reminded of what truly matters. Not the perfect turkey or the flawless centerpiece, but the people we share it with. Thanksgiving invites us to cherish these connections and to celebrate the richness of our shared stories.

As we approach this special day, I encourage you to make gratitude your daily practice. It’s more than a fleeting moment of appreciation—it’s a way of life. Start small: write down three things you’re thankful for each morning, or take a moment before bed to reflect on a joy from the day. Gratitude takes effort, yes. But it’s effort that pays dividends in joy, resilience, and connection. When we choose gratitude, we choose to see the best in ourselves, others, and the world around us.

So, Why Team, let’s embrace Thanksgiving not just as a holiday but as a mindset. Let’s decide to be grateful today and every day. Because the decision to rejoice, even in the midst of life’s uncertainties, is the greatest gift we can give ourselves—and the world.

Best day ever? Absolutely. Why? Because we chose it.

Warmly,

Steve Luckenbach