The price is something not necessarily defined as financial. It could be time, effort, sacrifice, money or perhaps, something else.
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Introspection is the trick. Understand what you want, why you want it and what it will do for you. This is a critical factor, and as such, is probably the most difficult step.
Positive pleasure-oriented goals are much more powerful motivators than negative fear-based ones. Although each is successful separately.
Motivation is not an accident or something that someone else can give you — you are the only one with the power to motivate you.