We like ice cream. In fact, we love ice cream. And what is better than ice cream? Free ice cream!

We get unlimited ice cream for life delivered to our home.

What is the catch?

We can eat free ice cream whenever we want. But each time. before we eat, we must stick needles underneath our fingernails.

What???

Sounds painful to me. Plus I have an aversion to needles. I hate needles! My childhood memories of wood splinters underneath a fingernail makes me shiver.

Feel the discomfort? Thinking about the pain? Considering having cake instead of ice cream?

For me, I would go for pie, cake, cookies … anything but ice cream.

I am not alone. Most humans avoid pain. Comfort is our friend.

What is the lesson here?

“No matter how big the reward is, if the process or activity to get that reward is uncomfortable, humans resist.”

Yes, we can mentally force ourselves for a little while. However, if the process or activity is unpleasant, we eventually stop.

The secret is to make the activity enjoyable.

A catchy script isn’t going to solve this problem. This is mental, not a simple word skill.