The reason you couldn"t lose weight until now was that the present value of your long term health is lower than the effort required to lose weight. In simple words: it"s just too hard. There is no silver bullet that will reduce the effort. You know what you need to do to lose weight. The problem is that you lack motivation. The author of this book is not an expert on nutrition or physical training, but he is a researcher of motivation. He shows how to add external motivation enough to expend the effort required for losing weight, and how to turn that effort into habit such that you can sustain it for the rest of your life, eliminating the need for the external motivation. The book is built upon numerous models and research in health, psychology, and economics, and told through the author"s personal journey, through the stories of Alex, Valerie, Matthew, Don, Beth, and Joe, and through a survey of 222 participants. About the Author: Yoram Solomon received his Ph.D. in Organization and Management from Capella University in 2010. He spent two years researching why people are more creative in startup companies than they are in mature and large corporations. He used his insights to help companies and non-profit organizations create environments conducive to creativity. He is a multi-disciplinary professional, who also holds an electrical engineering associate degree, a law degree from Tel-Aviv University, and a Master in Business Administration from the University of Colorado in Colorado Springs. Throughout his career, Dr. Solomon was mostly a strategist, an innovator, and an entrepreneur. He worked in a very wide range of companies, from large Fortune 500 corporations (such as Texas Instruments) to small startup companies that he founded. Born in Israel, served fifteen years in the IDF, moved to Silicon Valley for five years, where he joined a small company and sold it, before he became a Vice President in PCTEL, a Senior Director of Strategy and Industry Relations in Texas Instruments, and then a Vice President of Strategy at Interphase Corporation in Carrollton, Texas, where in 2010 he invented penveu, an innovative interactive display system developed for schools, and brought it to the market in 2014. Yoram and his wife and two daughters, Maya and Shira moved to Plano, Texas in 2003, and made it their permanent home, where he also became a member (and a board member) at the Plano Rotary Club, that puts service above self. Keywords: Diet, Weight, Motivation, Health, Nutrition, Exercise, Research