The Knowing-Doing Gap. Why it's easier to procrastinate than to follow through.

We all know procrastination is bad for us. It leads to missed deadlines, decreased productivity, and can even make us feel anxious and stressed. But despite knowing all of this, we still do it. Why?

According to Jeffrey Pfeffer and Robert Sutton, authors of The Knowing-Doing Gap: How Smart Companies Turn Knowledge into Action, the problem isn't that we don't know what we need to do, it's that we don't do what we already know. In the 1990's, Pfeffer and Sutton, undertook a four-year study into why, organizations had achieved so little real-world change.

The problem they found was not that executives don't already know what they need to do, but?they don't do what they already know.

They found there are five basic reasons why this is the case.

For one, we often substitute talk for action. We tell ourselves (and others) that we'll start working on that project tomorrow, or we make excuses for why we haven't started it yet. This talk does nothing to actually get the work done, but it makes us feel better in the moment.

Another reason is that we often use memory as a substitute for thinking. We remember what we should do, but we don't take the time to think about why we should do it or how to go about doing it. This can lead to us procrastinating even more, as we try to avoid the difficult work of thinking through the problem.

Fear can also prevent us from acting on knowledge. We may be afraid of failure, or of what others will think of us if we don't succeed. This fear can paralyze us and prevent us from even starting.

Measurement can also obstruct good judgment. We may get so caught up in trying to meet deadlines or quotas that we don't take the time to do the work properly. This can lead to subpar work, which can then lead to more procrastination as we try to avoid the work altogether.

Finally, internal competition can turn friends into enemies. If we're constantly competing with others for 'scarce' resources, we may be less likely to help them out or collaborate with them. This can lead to a vicious cycle of procrastination and competition, which can be difficult to break out of.

If you're struggling with procrastination, it's important to understand why you're doing it. Once you know the reasons, you can start to put in place strategies to overcome it. Talk may substitute for action, but only action will get the work done. So start taking small steps.

Here are 3 steps to getting over Knowing-Doing Gap.

1. Define what you need to do in specific terms. In other words, don't just say you need to "write a paper." Break the task down into smaller, more manageable steps, such as "outline the paper," "write the introduction," or "edit the first draft."

2. Set a deadline for each task, and hold yourself accountable. If you're working on a project with others, let them know your deadlines so they can hold you accountable. One effective method of accountability is the "buddy system," where you pair up with someone else who is working on a similar project. This way, you can encourage and motivate each other to keep going.

3. Take action, even if it's just a small step. It's important to get started, even if you don't feel like it. Once you start, you'll likely find that the work isn't as difficult or daunting as you thought it would be. And as you complete each task, you'll build momentum and confidence that will carry you through to the end.

Procrastination is easy. Taking action is hard. But it's only by taking action that we can achieve our goals. So if you're struggling with procrastination, remember the knowing-doing gap, and take small steps to overcome it. You'll be glad you did.