there are five reasons people do not succeed with their diet and fitness goals. They mistakenly estimate: • Time: It takes a lot longer than they expected. They don’t have time to do it. • Effort: It’s harder than they expected. It’s not worth all the effort. • Distractions: They do not expect a “crisis” to emerge that will prevent them from staying with the program. • Rewards: After they see some improvement, they don’t get the response from others that they expected. People don’t immediately love the new improved person they’ve become. • Maintenance: Once they hit their goal, people forget
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