True story: leading addiction researcher Alan Marlatt, founder and director of the Addictive Behaviors Research Center at the University of Washington, developed the idea of "urge surfing" while treating a man, who turned out to be a surfer, to help him quit smoking.
Basically, the idea is that all addictive cravings are like ocean waves. They rise to an often terrifying peak, but every one of them eventually falls — whether you give in and "wipe out" or not. Although it usually feels as though your craving will escalate infinitely until you yield to it, in fact the opposite is true: a relapse will make the next urge stronger, while resisting temptation will weaken it. Understanding that urges eventually fade can make quitting easier.
Surfing an urge involves a mini-meditation session: focus on your breathing as a "surfboard" to keep yourself centered and calm while the desire passes. Distracting yourself with another activity can also be helpful.
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