Think of a bad habit you have. You know it is a bad habit, but you can’t seem to kick it, because you associate it with some sort of pleasure. It relaxes you, takes your mind off things, or something else that makes you feel good. At the same time, you know its bad for you, so you also have a negative association that you can build on.
Think of a task you really don’t like to do, but you have to do it. You don’t like to do it because you associate it with negative emotions, but you feel that you have to do it because other people or the big picture will benefit from you efforts. Instead of thinking of the task as something you have to do, think of it as spending your time and energy helping others and contributing to the big picture.