I want to STOP liking him what can i do?

I've gotten really close to this guy, we text all the time, and he comes over a lot and we just sit around and talk. i sort of 'like' him but its really annoying because i love being friends with him and im totally content being friends with him. basically im having a battle between my brain and my heart, my brain says 'he's an awesome friend and you dont want to lose him by acting stupid' and my heart says 'he's the nicest guy you've ever met and you love everything about him, why dont you make out already?!' i need advice, should i give in to my heart (the easy road) or my brain (the more difficult road)? pleasseee help me!