Motivation is the number one thing a person needs to lose weight and/or transform his or her life. However, the stipulation about motivation is it cannot be bought. It cannot be surgically implanted. It cannot be taken every morning with a glass of water. Motivation has to come from a person being mentally stronger than he or she has ever been.
I'm working through this, but it's hard. I'm that "heavy user" of products that has Pavlovian cravings when I see an ad. I'm the person who can't get enough of the intoxicating combination of the salt-rush, the mouthfeel of fat, the neurological jackpot effect of sugar. But: the other day, I drank a cup of coffee without adding milk or sugar to it for the first time in a long time. It's a start.