Thinking about thinking — this is the key. In the struggle between should versus want, some people have figured out something crucial: Want ever goes away. Procrastination is all about choosing want over should because you don’t have a plan for those times when you can expect to be tempted. You are really bad at predicting your future mental states. In addition, you are terrible at choosing between now and later. Later is a murky place where anything could go wrong.


Evolutionarily it makes sense to always go for the sure bet now; your ancestors didn’t have to think about retirement or heart disease. Your brain evolved in a world where you probably wouldn’t live to meet your grandchildren. The stupid monkey part of your brain wants to gobble up candy bars and go deeply into debt.


Class A had to turn in all three papers on the last day of class, Class B had to pick three different deadlines and stick to them, and Class C had to turn in one paper a week. Which class had the better grades? Class C, the one with three specific deadlines, did the best. Class B, which had to pick had to pick deadlines ahead of time but had complete freedom, did the second best, and the group whose only deadline was the last day, Class A, did the worst.

Those people who weren’t honest with themselves about their own tendencies to put off their work or who were too confident didn’t have a chance to fool themselves.


The trick is to accept that the now-you will not be the person facing those choices, it will be the future-you — a person who can’t be trusted. Future-you will give in, and then you’ll go back to being now-you and feel weak and ashamed.


Capable psychonauts who think about thinking, about states of mind, about set and settings, can get things done not because they have more willpower or drive, but because they know productivity is a game played against a childish primal human predilection for pleasure and novelty that can never be excised from the soul. Your effort is better spent outsmarting yourself than making empty promises through plugging dates into a calendar or setting deadlines for push-ups.


The misconception: You prefer the things you own over things you don’t because you made rational choices when you bought them. The truth: You prefer the things you own because you rationalize your past choices to protect your sense of self.


Those people who have no choice but to buy certain products, like toilet paper and gasoline, are called “hostages” by marketers and advertising agencies. Since they can’t choose to own or not to own the product, they are far less likely to care if one version of toilet paper is better than another, or one gas station’s fuel is made by Shell or Chevron.

On the other hand, if the product is unnecessary, like an iPad, there is a great chance the customer will become a fanboy because he had to choose to spend a big chunk of money on it. It’s the choosing of one thing over another that leads to narratives about why you did it, which usually tie in to your self-image.

Branding builds on this by giving you the option to create the person you think you are through choosing to align yourself with the mystique of certain products.