The more disciplined among us have been trained to believe that by applying sufficient willpower we can achieve whatever we set our minds to, that the sheer weight of will and personality overcomes all subconscious urges or compulsions. This is not so.

As far as your subconscious is concerned, your imagination is infinitely more powerful. Here's an example: you know your chances of being attacked by a hooded monster in a darkened cemetery are about one in a billion. You also know you stand a much greater chance of being run over by a bus or dying of food poisoning. Why, then, does your pulse rate soar as you walk through a cemetery at night, yet it hardly alters as you cross a busy road eating a hamburger?  It's because of your imagination.

The power of your imagination escalates in direct proportion to the amount of willpower you exert trying to control it. The more you try not to think about something, the more you do.

If you want to influence the way you think and feel you must appeal to your imagination rather than your intellect.

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