Jim KatsoulisJim AI — Your Personal Guide to Living at Your Goal Weight

don't fight against food

3 Jan 2026 · 0 min

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Jim Katsoulis argues that trying to "fight" food cravings with willpower is the wrong approach. Instead of battling cravings, he recommends changing how you think about foods so they don't generate cravings in the first place, drawing an analogy to how non-smokers lack cravings because of their mental framing of cigarettes.

If you're fighting against food, you're doing it wrong. We've been conditioned to think that you need a lot of willpower to fight against your unhealthy cravings in order to lose weight. But I think this is a complete backwards approach. Think about this. If you're a non smoker, it's not because you're fighting against cravings all day. It's because you don't have any craving. And you don't have any cravings because the way that you think about the cigarettes doesn't create any of them. And so instead of fighting against the cravings you have for food, instead start focusing on how you think about these foods and start training yourself to think about them in a way that doesn't create cravings in the first place.