"Behavioral change is more important than individual product choices. They both have a role to play."

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Willpower is a myth. The problem with trying to use willpower to achieve and sustain a behavioral change is that it is fueled by emotion. And as we all know, our emotions are, at best, fickle. They come and go. When your emotions start running down -- and they will -- even your best-laid plans will fall flat.

— Phil McGraw