Procrastination is often a habitual avoidance response triggered by the stress associated with difficult tasks.

“procrastination when you look at the research it is triggered by stress and when you blow off things that feel hard you're trying to get relief from your stress and so your business probably stresses you out that's why you're doing easier things and that's why you're avoiding it”

KC Davis asserts that momentum is more effective than motivation for initiating tasks because action often precedes the feeling of motivation.

“So research shows us that momentum builds once we start going so in a lot of ways we sit around waiting for motivation to do something when in reality sometimes motivation precedes the action like you do something and then you feel that motivation”