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Basically has to do with the fact that it is painful and takes up alot of energy in your brain to rework your goals in your mind if they are drastically different from the goals and habits that are currently in your mind.
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To do... with procrastination and me, it feels like a comfort old blanket or jacket. I just slip it on, feels so secure and comfortable but at the same time, it is smelly, too small and hindering my movement. But the pleasure of donning the procrastination jacket easily outdoes the idea of doing something else, that is, leaving the security and comfort of the procrastination jacket and doing totally not naturally! The mind is designed to seek pleasure and avoid pain. For many people procrastination = pleasure, doing something else = pain. Even if you consciously see procrastination as bad, your subconscious mind is pretty much latched onto procrastination.
So I think what you got to do is just like what
Sunnybayes suggested, make procrastination painful and keep making it painful so your subconscious mind associates it with pain. Make it quite or even extremly painful, and thanks to design of the mind, it will choose the lesser of the two evils then. Procrastination = extreme pain, doing something else = pain. It may not be pleasure but it sure beats what you are feeling now. That's called leverage. Or you increase the pleasure of doing something else that it beats the pleasure of procrastination, but I think that's harder because you have not done it yet so you do not know how it feels and therefore what pleasure you try to create feels unconvincing and your mind will know it.
But feel pain now, not future pleasure, works much better I reckon.