Dieting is the one area of our lives where we do not seem to be able to handle success. Perhaps the single greatest reason why people fail again and again is that they associate dieting with deprivation. It is the mindset—the inability to change thinking—that creates the behaviors that lead to failure. But deprivation is a learned behavior. Anything that is learned can be unlearned. When it comes to dieting, we can teach ourselves new tricks. The habits and mindset formed from our learned experiences can change. And they must change for mastering the deprivation mindset is critical for lasting success at weight control.