Hey everybody, welcome to Health Theory. Today's guest is Liz Josephsburg. She's a weight

loss industry expert and celebrity diet coach who's probably most famous for the unbelievable

transformation. She helped Oscar winner Jennifer Hudson achieve and maintain and her new book

Target 100 has been endorsed by such luminary former clients as Charles Barkley, Katie Curric,

and Jessica Simpson. She's also appeared on a gaggle of media outlets including Good Morning

America, The Doctor Us Show, The Oprah Winfrey Show, Katie and The Doctors. But what I find

most interesting about your approach is that it's so mental that you're starting with

getting people to interrupt their patterns to create new habits. Why are you so heavy on the mind?

You know, I don't think that there's one person out there that doesn't know a better food choice,

right? You know, an apple is a smarter choice than a snickers bar. There is a giant gap between

intention and action worked for countless weight loss companies for years and years and watched

as people were prescribed, you know, a food plan where they sort of just followed the food plan

but until something broke and it just it was the same for me. So I was like, I really want to

understand what's happening in people's minds and why is it that they can stick to something for

a certain amount of time but then it ends. So as I kind of rotated in my career away from, you know,

working in weight watchers and lifetime fitness and some of these larger brands into creating my

own company and my own philosophy, my first step was to understand why do we do what we do? Because

it isn't that we don't know what the smart choice is. So I went about sort of really looking into

the brain science behind, you know, why would say a woman come in and I'd weigh her at weight watchers

and she would, you know, the funny thing that happens before a woman weighs in is they start

just spewing and almost like a confessional. They say, oh, I had a really good week until Friday when

I had, you know, 37 points left and I ate 39 points and they felt so bad about it that I ate 275

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