Behavioral activation can be effective for people experiencing anhedonia. Anhedonia is the reduced ability to experience pleasure, interest, anticipation or enjoyment from things that once felt rewarding and enjoyable. We often wait to feel joy before doing something enjoyable, when sometimes we need to just do something, before we can begin to feel joy doing it or from it. “It’s sometimes referred to jokingly as ‘the Nike therapy’ because the motto is: ‘Just do it.’ The immediate goal isn't necessarily guaranteed happiness or joy. It is to restore or create new opportunities for pleasure, achievement, connection and meaning.