G R A H A M PA R K
awl pty ltd
Published 2008 by AWL Pty Limited 55 Douglas Stâ€‚ Milton QLD 4064 Australia Copyright ÂŠ Graham Park 2008 All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic, mechanical, including photocopying, recording or by any information storage and retrieval system, without prior permission in writing from the publisher. Library of Congress Control Number: 2008910735 Library of Congress Cataloguing in Publication: Park, Graham M 7 Secrets The Weight Loss Industry Will Never Tell You ISBN 1-4392-1934-6 Printed in usa by: BookSurge Printing Group 7290-b Investment Dr. Charleston sc 29418 Disclaimer This book is not intended to be a substitute for individual medical, health or nutritional advice from your own physician, health care professional or dietician. Individual situations and nutritional needs or medical conditions vary widely and not every need can be addressed in any single book. The information in this book is provided in good faith at time of writing. The author does not warrant any nutritional values in this book are free from error or omission. The author and publisher disclaim all responsibilities for any liability, whether direct or indirect, arising from the use or application of material in this book.
my story – ‘You are a disgrace, you are too fat!'
Secret 1 – An industry built on repeat business
Secret 2 – Synthetic food is not the answer
Secret 3 – Surgery is always dangerous
Secret 4 – No more miracle cures please
Secret 5 – Food is not the enemy
Secret 6 – Exercise won’t do it
Secret 7 – You do not need to be on diets forever
The four essential keys to successful weight loss
Do it yourself
Over to you
Real life success stories
Further reading – books and websites
free suite of weight loss resources
© Randy Glasbergen. www.glasbergen.com
‘I only lost one kilo before I quit my diet. But if I can do that 25 times, I’ll lose 25 kilos!’
© Randy Glasbergen. www.glasbergen.com
‘Heat makes objects expand. I blame my gut on global warming!’
you are a disgrace, you are too fat! That was the greeting I got after giving what I thought was a great seminar to over 100 people about the range of nutritional supplements our company was introducing to Indonesia in 2005. I had just walked off stage and to the back of the room where my Singaporean business associate, Wendy, was waiting for me, with a big frown and crossed arms. I thought she would be pleased by the talk, but she was so frustrated with me talking about health while being severely overweight myself that she actually poked me in the chest, telling me what a disgrace I was. This, as you can imagine, was not a happy moment for me. I smiled politely and laughed it off but inside I was dying; I felt devastated, totally shattered and humiliated. But Wendy had just given me a gift that I can never repay: she had made me so upset that I knew right then I would fix my weight problem forever, and I would find a way to fix it for others as well. I had no idea how I would do it, but I knew the time had come for me to change my life. I had been trying to lose weight for years; in fact I was highly successful at losing 10â€“12â€‰kg every year on whatever new 23
program was available. Unfortunately when I took six months to lose 10 kg, I then spent four months putting 13–15 kg back on so I was ending each year bigger than the one before. It had gotten to the point where I actually believed that I was one of those people ‘who cannot lose weight’, that I was ‘meant’ to be fat, that I had a ‘slow’ metabolism, that I was a victim of my genetics, etc. I was a fraud. Here I was travelling the world talking about health and success in business, and telling people they could ‘achieve whatever they really desired’, but at the same time I was deep in ‘victim thinking’ and self-loathing. I had convinced myself (at least on the surface) that it was not my fault and that it was all part of ageing, after all I was going to be 50 in a few months. My cholesterol was through the roof, my knees ached, I had orthopaedic inserts in my shoes and I was suffering so badly from sleep apnoea that I needed a special machine (CPAP) to help me breathe while sleeping. Hey, I was a great example for optimum health! I was staying in a luxury hotel apartment in Jakarta with two very knowledgeable doctors who were helping with training our new business team in Indonesia. They were both also gently encouraging me to do something about my weight — with no effect. I was denying there was a problem and believing my own lies: that this was just how I was meant to be. I avoided photos whenever possible (which was difficult as in Asia it is common to want a photo with successful leaders in your industry) so I could keep up the fiction to my own fantasy. That night after Wendy had so dramatically made me look at myself, I had dinner with an old friend from Western Australia and it was obvious I was not happy. I drank and ate way too much and my friend Michael actually asked if I was okay. He was very
worried about my health. Talk about feeling good about myself by the end of that day! The next morning we were all up early and flew to Bali for more seminars and trainings sessions, staying in beautiful hotels and being looked after like royalty by our local business partners. Yet all I wanted to do was hide in my room (telling them I had calls to make), and avoid people instead of enjoying what should have been a wonderful experience. On the flight home a few days later I had plenty of time to think about how I was going to â€˜cureâ€™ my obesity and also show others how to escape the suffocating layers of fat that were destroying their quality of life. I went into overdrive when I got home (did I mention that I may have a bit of an obsessive personality?). I sent off for almost every diet plan I could find. From memory it was more than 25, about half locally and the rest from around the world. I spent literally thousands of dollars on research. I bought more than 60 weight loss books and read them all at the rate of perhaps two a day; I was obsessed. I joined every weight loss program I could, I got diet drinks and pills and bars and studied their ingredients and plans closely (I have more than a decade of experience in working with nutritional supplements). Most were so obviously hopeless and idiotic that it did not take long to eliminate them from serious consideration. Now, remember I was looking for a cure, not a temporary loss of a few kilograms. I had done that repeatedly in the past and swore that I would not even bother to start anything again if I did not totally believe it had the ability to cure my obesity for life. After spending almost $6,000 on books and programs and studying them all, I had reduced the possibilities to around five plans. All of them (in my humble opinion) had some flaws, but
I also thought they had some promise of a real result. I was now ready for the next step. I called a doctor who I had known for over 15 years. Regarded as one of the top environmental physicians in the country, Barry has had almost 40 years medical experience and had followed in his father’s footsteps in focusing on the area of allergies and sensitivities created by the modern world. I knew that his success rate with patients in eliminating the effects of damage to the body from outside factors was almost legendary. While he was not focused on weight loss, he had an understanding that few could match of the effects of different foods and chemicals on the digestive system. Barry was curious enough to agree to meet with me to discuss my research into weight loss, and so a few days later we spent a couple of hours going through the material I had. He quickly flicked through most of my summaries and looked at the programs with an amused expression. ‘The chances of nearly all of these having any long term benefit are miniscule,’ was his first comment. ‘There are two plans here with some promise so I suggest you do one of them.’ I was so angry: after months of research, he had just dismissed what I thought would be effective in such a short time. I reacted badly and blurted out ‘But you don’t even work with weight loss, how can you be so sure so quickly? Surely you need to take these homes and review them in depth before passing comment.’ He stunned me with his next remark when he calmly said that he could put me on a program that would get results at least 20% better than any of the ones I had showed him. Furthermore, if I was serious about following it for a few months then I could actually expect to keep the weight off forever! Once again I challenged him: he did not work in weight loss, how could he be so sure of success?
‘Because there is a simple process you can follow once you have made a serious decision to fix your condition. It is really not all that complex.’ Maybe not to him, but it sure had seemed an awfully long and complex journey for me to get to a place where I believed I could actually succeed in turning my life around. That conversation led directly to me losing over 43 kg (96 lbs) in the next 26 weeks and now, over three years later, being the same weight as when I finished all formally structured eating plans. (It also led to the founding of our own custom-designed weight loss service that has since helped more than a thousand people successfully lose — and keep off — weight.) It was not just about the weight, however, it was really about regaining control over my health. Part of the problem is the huge media focus on simply ‘losing weight’. It is actually all about health and vitality! Today, my blood pressure is wonderful, my cholesterol is half what it was, my knees don’t ache and I no longer have a machine to help me breathe at night. In short, my life has turned around totally. I have loads of energy and spend time with my family instead of collapsed on the couch. I feel great and enjoy life, a whole new life in fact. To tell you the difference is huge is such an understatement. The difference is unbelievable! I got off a plane from the USA recently after two weeks there with one of my daughters. We went on every ride at Disney and Universal, rode horses in remote western canyons and participated in a 5 km run at high altitude in Utah for charity. A couple of months back I did a six day hike in the alps of New Zealand’s South Island, which was incredible. To have even considered doing most of these things just three years ago would have been beyond my ability to dream, and yet now these and many others are becoming reality.
Yes, there is life beyond fat! Far more important than my own success, however, is the success I have been able to share with literally thousands of other people, helping them change their lives for the better, losing excess weight and keeping it off. That is the biggest blessing of all, to meet people wherever I go who tell me their stories of success and courage. I am brought to tears by the courage and determination of many of you; you inspire me to go forward. I was motivated by my own weight loss success to partner with a team of professionals and begin offering weight loss solutions to others over two years ago. We took the simple approach that if people followed our program and did not lose weight we would give them their money back. So, more than a thousand people later, we have a huge database of experience which we have drawn on to write this book. Rest assured that this book is the result of lots of successful clients urging me to share the word more widely and shatter many of the myths that the weight loss industry has created (or at least not corrected) to enrich itself at our expense. I even named it Adventures in Weightloss (www.adventuresweightloss.com) because I (and others) felt strongly that our own weight loss journeys had been an adventure and not an ordeal. Hopefully this book will help you to see that your own weight loss journey can be more enjoyment than ordeal, regardless of which method you follow. I get angry when I think of the millions of people who are desperate to change their futures, but are being deceived and mislead by the massive weight loss industry, its allies in the processed food industry, and by â€˜quick fixâ€™ articles in the media that are not only ineffective, but in many circumstances are actually harmful to people. The solution is there and it is a real solution. It takes courage to begin but offers incredible rewards for those who are willing to take back control of their lives.
So, my hope is that you will find this book helpful in your own journey or ‘adventure’ as we view the transformation process. Many people ask me ‘But wasn’t it hard?’ and similar comments that show they believe that the whole process is unpleasant and difficult. I see it in a very different light. I see it as an adventure of self-discovery, a time of learning that you can and will succeed, that you are in control of your body and your future. I see it as the greatest gift you can give yourself, an experience that will teach you so much and give you so much that by the time you reach your goals, you will have forgotten any of the pain along the way. It truly is an adventure. My wonderful wife, Lynn, who was so supportive of my journey, commented that it was a lot like having children (we have four beautiful daughters). There is some pain during childbirth, but when you hold that baby in your arms for the first time, all else is forgotten as you realise the joy of experiencing that new little person. So enjoy the book, get lots of ideas, but most of all act — with knowledge and support combined with a clear plan, you will succeed in designing and creating your own new life as a healthy, happy, vibrant and much slimmer person. My background I have lived and worked around the world and have over 14 years experience working in the wellness and anti-ageing industry. I have had the good fortune to meet and work with many doctors and scientists involved in cutting-edge research and development of nutritional supplements, including many supplied to Olympic athletes. I have built a successful business turning over millions of dollars each year recruiting and training/developing thousands of people in over 30 countries who distribute products. While I have no formal scientific or nutritional qualifications, I have spent over a decade in serious study of nutrition and supplements 29
and their effects, both positive and negative. I was involved intimately in the distribution of the technology that gave us the world’s first non-invasive method of analysing and measuring vital antioxidant levels in humans. Yet I found myself overweight and experiencing the health issues that go with obesity — how on earth could it happen to me? Why, if I could build a successful business and raise a family, was I unable to do something as simple as lose weight and keep it off? 25 years ago I gave up smoking — one of the hardest battles — but losing weight seemed impossible. I spoke about achieving your dreams and yet I could not achieve serious weight loss. Why? Simply because I did not have a clear path or the understanding that I could change my future, and that doing so would actually become a great adventure. The mechanics of successful change Since losing and keeping weight off is a real life change, a wonderful and enjoyable one, but still a real change, it causes stress at the beginning. So it is vital to realise there is a simple mechanical process for change that is understood by many people in psychology and marketing and also in politics. Understanding this ‘secret’ to successful personal change has made billions of dollars for companies, helped elect many political leaders and allowed psychologists to help clients through life changes. Accepting that there is a process and that it is one we all follow many times (mostly unknowingly) in our daily lives will help give you the power to master the change that will come with your decision to become slimmer and healthier (and for any other changes you may want to make in the future). Over the years, I have given many seminars on the ‘mechanics of change’ process around the world and I am constantly amazed
that so few people are aware of something so simple and basic. Once again, it is perhaps not in many industries’ interest to teach us this process — after all, we could actually begin to think for ourselves and manage change without all those ‘experts’ we seem to need in the modern world. The Process of Change Dissatisfaction There must be a real level of dissatisfaction with our current situation before we have any hope of achieving lasting change. A friend once told me a story about a man who moved to a new area and every day on his way to work he passed by a house that had a large dog sitting on the front verandah. Each day he would see the dog and hear it whimpering quietly in some sort of pain. Being an animal lover, it did not take long before he became enraged at the cruelty of the dog’s owner to let it suffer like that day after day. So he went up to the house and knocked loudly on the door; when the dog’s owner appeared he asked why the dog was not being helped. The owner looked at him and then at the dog and said, ‘I tried to fix it but the dog likes sitting there’. When the concerned passer-by asked what he meant, the dog’s owner explained the dog liked to sit on that particular spot, but there was a nail that came through the floorboard. When the dog sat, the nail pressed into its behind and caused it to whimper. ‘So you see,’ said the owner, ‘all the dog has to do is move, but I guess the pain is not bad enough for him to move yet.’ Just like the dog, we too must get to a point where the pain or dissatisfaction with our current situation causes us to move ‘off the nail’. Without a certain level of pain successful change will simply never occur.
A credible solution Before successful change can occur we also need a real belief that there is in fact a real solution available. After all, why would we want to put ourselves through effort and pain to change if it is not going to work? This is a major problem for those of us needing to lose weight, as after trying a number of diets and programs/products, where we lose weight and then gain it all (plus more) back, we naturally come to the belief that there is not really a solution out there. In fact, we really should congratulate the courage and determination of many overweight people who try program after program and never give up searching. I would like to see as much determination in some of the naturally slim people out there who are so quick to criticise and judge those trying to lose weight. I think many of them would give up after only a few attempts at what can be a daunting task. So, it is vital you have a real solution and that you believe you have a real solution to your problem before you will be able to achieve lasting change. Take the time to look for something credible, something that has worked for ‘real’ people, not just some celebrity surrounded with personal chefs and trainers 24 hours a day. Something that has been proven to work over and over and that will last. Once you are confident you have found that solution, then it will become far easier to actually achieve positive change. A clear roadmap We also need a clear and relatively simple plan or ‘roadmap’ before most of us can achieve change, otherwise we become confused and disillusioned very quickly. We give up, as we become mired in the day to day difficulties, because we have trouble seeing the big picture of a successful outcome.
A great example is the trip I was on in the USA recently. My 13 year old daughter and I rented a car and drove over 2000 miles (3500 km) in both remote and urban areas all across the western USA without ever getting lost — this included Los Angeles and other cities. How did we do it? Simple really, before we left I went online and, using a service called www.mapquest.com, I typed in the location we wanted to visit each day and where we wanted to stay each night. That took me about 20 minutes. Then I hit print and I had a series of customised roadmaps for our trip. Each day we would take out the page for that particular trip and my 13 year old would read out the directions as we went along. It was simple and it worked. Having a weight loss program or roadmap that is simple and easy to follow will also make your journey to a slimmer you far more enjoyable and stress-free. Also far more likely to be successful, so whatever program you follow make sure you are clear about it and it is clear in its guidance. If you are confused and lack direction it is highly unlikely you will have a successful change. Take action There is an old saying that ‘the journey of a thousand steps begins with a single step.’ It’s so true, because no matter how many weight loss books and articles you read none will work until you take action and begin the journey. Think about it: if you are on a sailboat and want to change direction you must be moving. If you are sitting dead in the water with no movement then jerking the rudder back and forth will make no difference at all. You must be under way and moving at the time. In my own business in the world of supplements we sometimes find people who buy supplements and who, when
asked weeks or even months later, if they were effective have not even opened the package. I guess they feel they last longer that way! No matter how powerful the vitamins inside may be, it does not matter until they begin actually taking them. It is totally impossible to achieve change without actually taking action and beginning your journey. It may seem blindingly obvious, I know, but it’s worth re-stating over and over: It is totally impossible to achieve change without actually taking action and beginning your journey. Yes, I repeated that part because it is so simple and yet so overlooked by many of us. Sometimes we use the excuse of ‘waiting until we are ready’ or ‘looking into it more’, or my own favorites around our house when asked by my dear wife Lynn to perform some repair or maintenance, ‘when I have time’ or ‘soon’. All of these can be valid of course, but at some point we need to decide if we are actually going to get the job done and move forward or if we are really just kidding ourselves. If you come to the conclusion that you are not ready to act to make a change then be honest with yourself about that decision as well. After all, you are the boss, you can decide not to do something as well as to do something. However, if you decide not to act, please do me a favour and pass this book along to someone you care about so they can act if they wish. Maybe you will be ready later, or maybe watching their success will help motivate you to begin your own journey to a healthier, more vibrant and slimmer you. You are not defined by your fat, it is merely like a coat or jacket you are wearing and can be removed at any time by you, once you are ready to take action.
© Randy Glasbergen. www.glasbergen.com
‘Why does it take six weeks to lose three kilos, but only one day to gain it all back?’
an industry built on repeat business Not only don’t diets work, they’re actually designed to fail. It’s not you or your lack of will power that’s the problem. It’s that diets by their very nature simply don’t work.
Bob Schwartz, American health expert, author Imagine if you owned a business where there were literally millions of people needing your services and, after they paid you to fix their problem, almost all of them needed you again 12 months later. That would be a formula for a very, very profitable business model in anyone’s book, and that is precisely the position the $60 billion weight loss industry finds itself in. No wonder new companies are opening up each day to help us all become slim and beautiful in no time. I don’t know about you, but I was a ‘serial’ dieter. Over the past 20 years I must have tried (and paid for) more than 20 different programs and plans, along with at least 15 gym memberships and six personal trainers all of which helped me to go from 90 kg (198 lbs) in 1985 to 128 kg (282 lbs) by 2005.
During that time, I must have lost at least 150 kg all together, so the programs actually did work to some degree. It’s just that the moment I rejoiced at losing 10 kg and tried eating like a human being rather than a stick insect or a small bird, I would put almost 15 kg back on in six months! Talk about frustration and depression. Finally, around 2002, I just said to heck with it all and gave up the whole idea of weight loss. I was so over the whole thing. I had been able to quit a two-pack-a-day cigarette habit and stay off them for 28 years; I was able to build a very successful business (in the health industry, no less); and have a wonderful family life, but I just could not seem to do anything more than be the world’s best repeat customer for the weight loss industry. Since then I have researched the weight loss industry and come to realise that my experience is not unique. In fact it is the most common experience those of us who have battled with our waistline will share. I have spoken with literally thousands of people about weight loss and the most common discussion revolves around the number of programs they have tried. It is almost like some weird badge of honour to be able to list off the programs: ‘Oh yes, I tried Californian Low Carb last year, but this year I am doing a High Carb program from Europe’, etc. etc. If you think about it, it is totally bizarre behaviour to publicly admit and even brag about all the programs we have tried and failed. In no other area of our lives would we so willingly admit to multiple failures, so why is weight loss different? It is because the weight loss industry has conditioned us to believe that being overweight is something we will have to address over and over. That it is a chronic condition of modern living that requires their expert intervention on a regular basis to prevent us all from becoming walking doughboys and girls.
So, the whole phenomena of serial weight loss is, in my view, a condemnation of much of the advice, products and programs handed out by this bloated industry. Kind of ironic, really, that an industry claiming to help us all get thinner is actually making itself fat by ensuring we do not have long term success in keeping off excess weight. Why would that be so? Surely if we lost weight and kept it off this would be a great thing for the industry, their credibility would rise and people would have more confidence in the majority of programs available today? Sadly the real answer is no. It is not in many companiesâ€™ best interests to have more than a token number of clients experience lifelong success after one program. Think about the effects if we all learned how our bodies worked and were able to correct the condition of being overweight with only one program. We would no longer need any of these companies and so the market would shrink along with our clothing size, which, if you happen to own a large multinational weight loss chain, may or may not thrill the next Board of Directors meeting or make for good news at the stock market. Now there would still be great business out there for a few highly successful companies that actually addressed the real issues, and taught people how to have lifelong success. But if you have developed multi-billion dollar companies based on the concept of repeat business it is very difficult, if not impossible, for many of them to reinvent their business models and remain profitable in a â€˜one-time success and no more businessâ€™ world. So does this mean the issue of repeat dieters is all the fault of the weight loss industry or that all weight loss companies are doing a bad job? Not at all. While I am critical of the industry as a whole, there are some great companies out there doing wonderful work. In addition, people must take personal responsibility for their own health, 39
and not constantly blame ‘the programs’ for failing them all the time. Let’s look at some of the reasons for the never-ending repeat treadmill of weight loss and weight return. Personal responsibility You need to assume control over your own health and weight management. Do not simply hand over control of your body to the next program advertised on TV or in a magazine by a celebrity (who most likely has a private chef as well as a fulltime personal fitness trainer). You need to be ready to actually change and accept that while the necessary lifestyle changes could be challenging or uncomfortable at first, much of what we do is simply habit. Habits develop over time, and they can also be changed over time — in fact, one of the greatest personal development books (Psycho-Cybernetics by Maxwell Maltz, Pocket Books, 1960) claims that any habit can be broken in 28 days. I’m not sure about the exact number of days being the same for us all, but I can tell you that habits can be broken. Let’s think about smoking for a moment. Smoking rates in Australia* How many men smoke in Australia? In 1945 approximately 72% of men smoked. In 2004 only 18.6% of males were daily smokers. The daily and occasional smoking rate among men was 22.6% in 2005. What about women? In 1945 26% of women smoked. By 1976 this figure had risen to a peak of 33%. In 2004 16.3% of women smoked daily. *) Source – NSW Cancer Council website (www.cancercouncil.com.au)
The daily and occasional smoking rate among women was 17.6% in 2005. Now, with up to 72% of the population smoking 30 years ago you would think the anti-smoking industry would be as big as the weight loss industry, except for the fact that the anti-smoking programs looked at success as being about never smoking again. They must have had some success: today less than 25% of people smoke cigarettes. If we can stop a highly addictive activity such as smoking, then why canâ€™t we succeed at losing and keeping off weight? Talk to any ex-smoker and they will tell you how much better they feel, how they enjoy food more, have more energy, and are much more kissable (no smokerâ€™s breath). Most likely they will also mention they now get fewer colds and flu. Talk to many people who have lost some weight and you will hear how tough it is and how they miss this or that food. You will also hear how they like fitting into a smaller clothing size as well, but the difference in comments is marked. With the ex-smokers it is all positive, all great news in their new nonsmoking world, but the weight losers mix some positive with many negatives in their comments. Yet it can all be so different, the people who have taken control and eliminated addictive and reactive foods, and learned to understand their bodies have only positive things to say. We are like ex-smokers in the fact that it is all good news. We enjoy our new healthy and energetic status because we have improved our health (just like the ex-smoker) and so feel so much better that we would never consider going back to our former size and status. Personal responsibility, therefore, is vital, but unfortunately we are fighting against a huge media and industry attack that constantly tells us that losing weight (and keeping it off ) is so 41
hard we most likely cannot do it, and that even if we do we will be miserable in the process. You may have heard the comment ‘You don’t actually live any longer, it just feels like it’ and similar snipes at health-oriented souls or people who have succeeded in losing weight. I do note that you do not usually hear the same comments directed toward ex-smokers — ‘Oh, she was so much nicer when she smoked!’ Personal responsibility challenges • Media assault and food advertising • Weight loss industry misinformation In taking personal responsibility we not only face our own fears about change, where thoughts like ‘But I love my little treats’ or ‘I deserve an occasional extra’ creep in. We think life without something will be sheer hell. The real truth is that many foods we think we love are actually causing us not only to retain weight, but are also actively damaging our immune system in some of the same ways as smoking. Once these foods are eliminated from a diet, people usually have very little interest in returning to them. Even when they try them again, they realise their attraction was largely habit rather than any real need or genuine desire. We also face a media assault, where we are bombarded with so many mixed messages about food and weight that our confidence is shaken. We can become very cynical about food: ‘They change what is supposed to be good for you all the time.’ No wonder we’re confused! The media assault is further complicated by advertising from the processed food industry that makes any product look absolutely irresistible. By spending millions of dollars and hiring wonderfully talented movie directors and actors, the processed food industry has convinced us that a packet of chemical- and preservative-rich, chocolate-flavoured cookies tastes better 42
than homemade ones hot from the oven. Yet the home-mades contain no strange chemicals that do who-knows-what to our metabolism. If you say ‘Advertising does not influence me’, just try the following exercise and see if you can finish the rest of these sentences: Coke is the real ‥‥. G‥‥‥. is good for you Good to the last ‥‥ Have you had your ‥‥. today? Finger lickin’ ‥‥! Answers: thing (Coca Cola) Guinness (guinness beer) drop (Maxwell House Coffee) break (McDonalds) good (KFC). The advertising industry is a well-oiled machine. Companies simply do not spend billions and billions of dollars each year because advertising does not work. The processed food industry in particular is very good at getting its message across. When you consider that from childhood most of us are exposed to multiple food ads each day, it is no wonder that we think we need the latest breakfast cereal or wonder snack to survive. We also have a constant barrage of misinformation from the weight loss industry. Whether diet-based or exercise- or even surgery-based, each particular interest group has a certain point of view that generally contradicts the other. As a result each one sends wildly confusing multiple messages to us on what direction to turn for help. The diet people tell us if we just read the latest book and follow their ‘wonder’ diet of high/low/medium carb/proteins/ 43
fats with low/no/lots/only certain foods then we will experience success. A note about diet books: there is a reason that my photo is on the back of this book (and it’s not simply to scare dogs and small children). This is because over the past several years I have bought and read (well, I read at least part of all of them, some were not worth more than an hour or so) more than 180 diet or weight loss books. Ninety percent of them are written by people who: • never actually needed to lose much (or any) weight in the first place; • are still overweight themselves; • have academic credentials but very little or no personal experience with losing and keeping off weight. A lot of material in certain books is technically accurate, but unworkable in the real world on an ongoing basis. Some of the programs are so complex you would need to be an accountant or an engineer to get the formulas right. Others are full of spurious advice that worked on one person somewhere (who was likely so motivated that almost anything would have worked on them), or a celebrity who may or may not have ever done the program they are endorsing. Even if she or he did, it was done with the help of a full-time personal chef and personal trainer, and said celebrity had the incentive of needing to get in shape for an upcoming movie (with its $5 million dollar pay packet). If someone had offered to pay me that sort of money I would have very quickly figured out a way to lose weight (of course, my wife might well have simply starved me until the money was in the bank)! Another thing you notice with many weight loss books is the tendency to fill 70% or more of the book with recipes that could have been found anywhere on the web or in lots of library books for free. This book is a recipe-free zone, but at the back of 44
the book I will direct you to a free website where you can look at fantastic recipes to your heart’s content. So, are there any good, even great diet books out there? Yes, there are some great ones with useful information and I list them in the back of this book for you. My point is that the majority of what we see is not particularly helpful to us in getting and keeping weight off forever. Next, we have the exercise-based group or the ‘exercise junkies’. Just watch the next episode of ‘The Biggest Loser’, and you will be convinced that it takes a superhuman effort and an Olympic level of physical training to burn that fat. Then there are the latest ‘Ab-Wonder’ machines that can be purchased from late night TV. In 10 minutes a day we will bounce the fat away and become just like those six-pack muscled models who surely were as fat as any of us (not!) before they started using the ‘Ab-Wonder’. If you need an almost unused model of any number of these machines, please contact me as I have lots to spare from my own late night purchasing! Is it the food or the exercise that is more important? Confused? But wait, there’s more… The ‘think thin’ gurus tell us that we just need to visualise ourselves getting thinner while listening to their CD or reading their book each day. We will then emerge from our cocoon of fat like a butterfly in just a few months time. Suddenly we do not need to worry about food or exercise, just ‘think thin’. Are we confused yet? My favourite group is the ‘magic pill/food/drink’ companies, who tell us that if we simply substitute their shake/bar/soup/pill, etc. in place of real food then we will lose weight. Now it is so much easier for us, we do not have to run around the block 20 times per day or watch what we eat or even bother to think thin. We simply pick up our monthly supply of strawberry shakes or soups or chocolate-flavoured snack bars, substitute two of our 45
regular meals each day for these conveniently packaged items and we will be fine in no time. If all else fails, we have the option of ‘fixing’ the problem through the miracle of modern surgery. You can have your stomach stapled or rubber bands inserted to reduce its capacity, and you will simply shrink to the recommended size. No willpower needed. If you think I sound a bit skeptical or even cynical about certain sections of the weight loss industry, you are correct, but before you write me off as just another complainer, let’s look at a few facts. Repeat business The weight loss industry is in absolute growth. The number of companies increases almost daily. The science and medicine behind these programs seems to be getting better all the time. Literally millions of people per month join weight loss programs or buy books and magazines about weight loss. ‘The Biggest Loser’ and other weight loss TV shows are huge hits across the world. Estimates are that the global weight loss industry is now doing at least $60 billion and as much as $100 billion (depending on whose statistics we believe) each year and rapidly growing. Yet our populations are getting bigger and bigger, fatter and fatter. We only have to walk down the street or visit the mall to see that people are far larger than we remember. Go back and look at some pictures of crowds from the 1940s or 50s and you will quickly see that as a group we are far, far larger than our grandparents were in their youth. While this is obviously not the weight loss industry’s fault, let’s remember that there was no such thing as a weight loss industry back then. Weight loss as an industry has its roots in the last 25–30 years. The industry has developed in response to 46
our increasingly large stomachs and rear ends, but it does not seem to be even slowing our growth. Why? Because the first and biggest secret of the mainstream weight loss industry is that it is actually in the best business interests of most companies to keep us coming back again and again. I am not talking about some huge conspiracy where weight loss companies gather in smoke-filled rooms to plan how to get us fatter or anything so silly. However, when you have an industry that is financially dependant on recurring and repeat business, coupled with a media onslaught of mixed messages about food and weight loss, it sure makes it difficult for many of us to succeed in getting and keeping off that weight. My own weight loss experience (and that of observing and working with many hundreds of successful weight loss clients through my own business) is this: Effective and long term success with weight loss and consequent health benefits is not only possible, it is routinely achievable by anyone who is interested and motivated, and it is even (shock horror) enjoyable. Throughout this book you will see that I describe weight loss as being enjoyable, enriching and an adventure. I do not use the term lightly — in fact, I felt so strongly about the term that when I started a weight loss business, it was the name we (my associates and I) chose for our own weight loss program (Adventures in Weightloss). I truly believe your weight loss journey should not a temporary trial or test of willpower, but a real adventure. It should be a journey where you learn much about yourself and you learn to respect and love great food rather than seeing food as the enemy. It’s a journey that can and will change your life into a more pleasurable and enjoyable place for you and your family.
I was amazed by how simple and yes, even enjoyable (well, maybe not the first week) it was, and hopefully by the end of this book you will come to see that you no longer need to be a repeat customer to anyone except yourself as you enjoy your own weight loss adventure.
Destructive effects of repeated weight loss/gain miranda banks BA (Hons) Psych MAPS UK-based psychologist and author
From a mental perspective, the impact of repeated dieting is disastrous.
Anybody who embarks upon a course of action only to have
it fail — and then to play out the same version of events time and
time again — becomes not only disillusioned with the process, but also with themselves. If we repeatedly try at a task and fail
then we develop a sense of hopelessness — that we no longer have control nor competence over that particular process. What’s
even worse is that the feeling of hopelessness can generalise across other life areas too, until the individual believes that their
competency is poor for a number of situations unrelated to the
original diet issue. Just as building self-esteem and confidence
in one life area can build that sense of positivity in other areas, destroying self-esteem and confidence in one life area, such as dieting, can build a sense of negativity in other areas too.
If you’ve tried dieting time and time again and failed to achieve
or maintain your targets, then you could be in that category of feeling hopeless and out of control (along with many other
people). The only way to break that negative sense is to engage in a program over which you feel you have control and that you
perceive you can reasonably maintain for a long time because it is a lifestyle change rather than a diet ‘regime’. k
© Randy Glasbergen. www.glasbergen.com
‘Our new product has no fat, no cholesterol, no calories, no sugar, no salt and no preservatives. The box is empty, but it has exactly what everyone wants!’
Thankyou for taking the time to read this sneak-peak of my book "7 Secrets the Weightloss Industry will never tell you." Remember if you like what you have read here and would like to learn more, please visit our website www.7WeightlossSecrets.com There you'll be able to purchase the book, and subscribe to receive our suite of FREE weight loss resources. I wish you all the best of success in your journey towards good health and weight loss. Graham Park