The very concept of self-control implies a battle between a divided self. It implies that our "self" produces desires we should not satisfy but instead "control." We should deny ourselves and take up our cross daily, Jesus says, and follow him (Luke 9:23). Daily our "self" produces desires that should be denied or controlled. The Christian way of self-control is not "Just say no!" The problem is with the word "just." You don't just say no. You say no in a certain way: you say no by faith in the superior power and pleasure of Christ.