Customers are hearing the phrase in coffee shops, credit unions and clinics, and they aren’t sure why. The WSJ investigates.

A study offers a glimpse of how the brain turns experience into emotion. In mice and humans, puffs of air to the eye caused persistent changes in brain activity, suggesting an emotional response.

Pick one. And start. Shift your mindset. Instead of avoiding discomfort, expect it—and remind yourself it’s not the enemy. If ...