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[…] Here are five of the bigger ones.

• The brain is built to firstly minimize danger, before maximizing rewards. This means people tend to naturally err on the side of cautious, even when the opposite would be better. This is an overarching organizing principle of the brain.

• Too much uncertainty feels dangerous. It feels like possible pain so we avoid it.

• Our conscious processing capacity is small, which makes us terrible at a lot of things, including predicting what might make us happy.

• Our capacity to regulate emotions is limited, depletes fast and needs to be used quickly to be effective.

• Our intentions and goals alter the information that the brain pays attention to.

One reason there's so many books on these themes is that we need constant reminders, in different forms, of these ideas. […]

http://www.psychologytoday.com/blog/your-brain-work/200908/why-do-so-many-self-help-books-sound-the-same