“This is worthy and important and right so I should do it…” sounds like what we say just before we do something.
It rarely is.
There are an endless number of worthy shoulds in our lives.
But these shoulds rarely cause action.
We’re moved out of our status-quo stasis by the tension of being left behind, by group dynamics, by the urgency of risk and greed.
We’re attracted to novelty and to short-term wins (and even more so, the avoidance of short-term pain).
The secret to doing the right thing is to make it feel, at least right now, like the urgent thing instead.