This is a commonly heard dialogue and one that is too often neglected or ignored simply because people think that they are sane and normal. Truth is that the mind controls the body’s actions and if it wants something the body obliges. If you can control your mind and stop it form having thoughts of extreme pleasure during sex then your problem of ejaculating before time should be solved. On the matter of how to last longer in bed, men eventually give up trying to control their urges because they find it harder than to think of the pleasure they are getting.
One easy method is to forget about your pleasure understanding that it is inevitable and instead concentrate on providing the best experience to your better half in bed because it is her who shall face the brunt of premature ejaculation not you. She is the one who will be left incomplete without any orgasm.