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Nir Eyal tried every diet. Low fat. Vegetarian. Keto. Intermittent fasting. They all worked until they didn't.

The moment someone planted a seed of doubt, he'd spiral into what psychologists call the "What the Hell Effect." One slice of pizza becomes the whole pie. Then the belief sets in: diets don't work.

That belief was the real enemy.

What changed everything was understanding that all human motivation comes from one thing: the desire to escape discomfort. Time management is pain management. Money management is pain management. Weight loss is pain management.

Learn to manage the discomfort, and the game completely changes.

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