Masterclass Transcript

Welcome to Conquer Cravings, Harness Hunger, and Thrive in your Bright Body for life, A Bright
Line Eating® Masterclass with Susan Peirce Thompson, professor of brain and cognitive sciences
at the University of Rochester, multiple New York Times bestselling author and president of the
Institute for Sustainable Weight Loss. In this four-part masterclass, you're going to learn the two
foods that block weight loss and how they hijack the brain to cause insatiable hunger and
powerful food cravings. You'll learn the one big mistake that almost everyone makes when they
try to lose weight and the key to not making that same mistake ever again. You'll discover the
three specific things that people who keep their weight off long term are doing differently.
Finally, you'll discover the elements of a way of eating that result in the same effects as Ozempic
and Wegovy, but without the need for weight-loss drugs. Let's dive in now to Part 1: The Two
Foods That Block Weight Loss. Here's Dr. Thompson with a question.

Hey there, I'm Dr. Susan Peirce Thompson, and I have a question for you. Why is it so difficult to
lose weight? I've been studying that question for most of my professional career, and maybe it's
dawned on you too, but I want to make it a little bit more specific. Why is it so difficult to lose
weight and then keep it off long term? It's an important question. A 2019 study published in the
New England Journal of Medicine showed that by 2030, 50% of people living in the United
States are projected to be living with obesity and a quarter with extreme obesity. That was 2019.
Then what happened? Covid happened, and as we were all watching the news and learning that
78% of the people who are having bad outcomes from Covid, hospitalization death, 78% had
overweight or obesity as we were all learning that carrying excess weight was the number one
variable other than age associated with bad outcomes from Covid. What did we do? We gained
weight, a lot of weight. 42% of people in the United States put on an average of 29 unwanted
pounds during the very first year of Covid, and so I'm afraid, my friends, we might be hitting that
50% obesity mark well ahead of 2030.

Now, you might be thinking in today's climate, there are more and more people who are not
thinking that they want to lose weight, they're healthy at any size, and yes, there is a minority of
people living with obesity who do not show any markers for increased blood pressure or
cholesterol, but research shows that give them 10 years and 80% of them will. Now, I love the
movement to improve your health no matter what you weigh, especially the focus on self-
compassion and the focus on us banding together to eliminate prejudice and discrimination
based on size. And I also know that there are a lot of good reasons to take-off weight. To
improve health and mobility, to release the pressure on the organs and the joints to increase
longevity and flourishing. And I'm afraid the statistics on long-term weight loss are absolutely
abysmal. If you look at all programs that's high fat, low fat, Paleo, vegan, Keto, Noom, Weight
Watchers, Slim Fast, Atkins, Nutrisystem, Zone, what you see are essentially the same results.
People lose somewhere between 2% and 5% of their starting baseline weight in the first two
months. Then they may keep losing weight for a bit, but sometime between six months and one

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year, the weight loss stalls out and then the weight regain starts. By two years, typically almost
all of the weight has come back, and that's why most programs don't publish two-year results at
all. Now, you'll see there are two year results published here by Weight Watchers, but they're
meager, right? Just 3% of baseline weight. For context, a 3% weight loss is someone starting at
300 pounds and only losing nine pounds. It's really not much. And here are the journal articles
where these data are published so you can see for yourself if you want to. If we want to look at
what it takes for someone living with obesity today to be at a normal BMI within one year, the
odds are even worse. A very large study published in the American Journal of Public Health
looked at thousands of people who were living with obesity and showed that the odds of them
achieving a normal BMI within one year were lower than 1%. What that means is that the odds
of someone living with obesity today of taking off their excess weight and then living in what
they might consider to be their right-sized body, long term are a fraction of 1%.

People's behavior is reflecting those odds. In the United States, for example, right now over 100
million people are spending money on products and services designed to take off weight, and
research shows they're going to start four or five new attempts each year. What?! Think about
that for a second. That's so mind blowing. Let me put that in a different domain so we can wrap
our heads around what that's saying. Imagine a world in which students going to college and
university have just a 1% chance of actually graduating with their college degree, and the other
99% were dropping out and re-enrolling four or five times each year trying to go back and get
their education dropping out and then re-enrolling. We wouldn't look at those students and say
they're sure pretty lazy. We would look at the system and say, that is a flawed and broken
system. What I'm saying is we don't just have an obesity pandemic. We truly have an obesity
mystery.

The problem itself doesn't even make any sense. People are trying and failing at rates that don't
make any sense. When Ozempic started making headlines as a weight-loss sensation, no wonder
people took notice, like drowning people, grasping for a life preserver, they started clamoring for
that weekly injection. Novo Nordisk, the pharmaceutical company that makes Ozempic became
the most valuable company in all of Europe worth $425 billion, more than the entire economy of
its home country of Denmark. Let's review the basics. These new weight-loss drugs, they have a
lot of different brand names. Two of them are Ozempic and Wegovy. They're the same drug,
actually a drug called semaglutide, but prescribed for different conditions. Ozempic is for
diabetes and Wegovy at a slightly higher dose is for weight-loss. What semaglutide does is it
balances out blood sugar by increasing insulin from the pancreas, decreasing glucagon from the
liver, and generally reducing hunger by slowing down the digestive system. Semaglutide also
works in the reward centers of the brain to shut down food cravings. So, you just feel less
interested in eating. Now, how effective is semaglutide for weight loss? Well, research shows
that in the first two months on average, people lose just over 4% of their starting body weight,
which isn't remarkable at all, but by one year they've lost an average of 15% of their body weight
and the weight loss is maintained at two years. As you can see, these results tower over anything
that's been available before. It's no wonder people are excited, but the experts are arguing. Some
are screaming about the side effects, vomiting, stomach pain, intestinal blockage, and yes,
patients are filing lawsuits about that thyroid tumors and loss of muscle mass. Others are saying
that the side effects are manageable or overblown and that these weight-loss drugs are truly the
scientific breakthrough we've all been waiting for.

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But what's not debatable is that they're super expensive. In the United States, prescriptions start
at over a thousand dollars a month, and if you go off the drug, you regain the weight, which
means you need to be prepared to pay month after month definitely, which is why research
shows that 45% of people in the United States say they would consider taking a weight-loss
drug, but then when they learn how much it costs, that number goes down to just 16%. But what
if there were a way to get the same results without a drug? Well, I know how to do that because
I've done it. About 20 years ago, I took off all my excess weight about 60 pounds, that was a
34% weight loss with no surgery and no weight-loss drugs at all. I went from obese to slender,
and I've been maintaining it now for over two decades. How did I do that? Primarily by not
eating the two foods that block weight loss. Now, my PhD is in brain and cognitive sciences, so I
know a lot about how this works in the brain and I'm going to explain it to you here in this video.
In order to do that, I need to unpack for you the two key phenomena that are important when it
comes to keeping weight off long term. They are hunger and cravings. The general issue is that
when people lose weight, research shows on average their hunger and their cravings go up. Now,
I'm guessing you can see how that's problematic, right? You can live with a certain amount of
hunger and cravings for a while. Living with it long term is extremely difficult. I in order to lose
weight and keep it off, you've got to have a way to make hunger and cravings stay the same or
ideally even go down as you're losing weight.

What are hunger and cravings in the brain, in the body? What am I talking about? What causes
them and how could we make them go down? Let's start with hunger. Now, I actually need to be
clear here. I'm not talking about hunger the way you think of it. I'm not talking about, “Oh, I
haven't eaten all day, and my stomach is growling, and I really need some fuel to fuel my life.”
Not that kind of hunger. I'm talking about a new kind of hunger that I call insatiable hunger
because it's not actually relieved by eating. It's a weird kind of hunger. It doesn't go away when
you eat food. Picture this, someone's had a full dinner and now they want to watch a Netflix
series that they're loving, and so they sit down on the couch, and they want some chips or some
ice cream. They go get the chips, they eat most of the bag of chips, maybe they finished the bag
of chips, they still want to eat more food. Now, at this point, if they consulted their stomach and
said, am I hungry? The answer would be no. They can probably feel their stomach being
stretched at this point. They know they don't need more food. They're not hungry in the
traditional sense, but they still have insatiable hunger. The brain wants more food, the elbow
wants to bend, the mouth wants to chew. It's a brain issue primarily, and it's never satisfied.

Now, I need to be clear. Not everyone experiences this. Some people naturally get full when
they've had a moderate amount of food, but some people, a lot of people, are experiencing
insatiable hunger. Where does it come from? It turns out it's a malfunction in the hormone that
makes us feel full. It's a hormone that not only makes us feel full, but makes us want to exercise.
It's the magical hormone that if it's working well, keeps us at a normal body weight, at a lean
body weight, just like animals out in the wild who never ever put on excess weight, and that
hormone is leptin. It was discovered in 1994 by researchers who discovered this hormone in rats
who'd gotten morbidly obese, who would never stop eating, who wouldn't stop eating unless
you just moved the food trough. Then they would waddle over to the food trough and plop
down and eat more food, and they never ever moved. Finally, researchers discovered that these
rats were missing the gene that makes leptin. What the brain has right now on board in so many
of us is leptin resistance. What does that mean? Leptin is the hormone that tells your brain
you're not hungry anymore. You are full. And not only that, you feel awesome and you feel like

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getting active. You want to go use all that fuel to build a hut or kill a wildebeest. That is when
leptin is on board. When leptin is blocked, the brain can't see it, and we never get full. How's it
being blocked? Why is it being blocked? The answer is too much insulin, high baseline insulin
levels, and also high triglycerides and high inflammation, yes, systemic inflammation, but also
inflammation in the ventral medial nucleus of the hypothalamus where food consumption is
regulated. How do we lower baseline insulin levels, lower triglycerides and lower inflammation in
that part of the brain? Hold that thought.

Let's talk now about cravings. Cravings are overpowering urges with the drive into action to go
get foods that you think will hit the spot. They might lead you to drive out of your way to go to a
specific place that makes a dish that you really love to eat or a food that you love to buy and
then go home and eat. Or it might be that you have the craving but without a specific food in
mind. You find yourself wandering up and down the grocery store aisle wondering what's going
to hit the spot or perusing the menu and thinking, what do I really want to eat right now? You
have a nondescript craving, but it's a craving nonetheless. You're not looking for nourishment,
you're not looking for healthy fuel. You're looking for something to hit the spot that is a craving.
Now, to be clear, not everyone experiences cravings for specific foods or general cravings for
foods. Some people just eat as fuel, but some of us experience overpowering cravings. Now, the
part in the brain that this is all happening in is the reward center. Deep in the brain right there,
there's an area called the nucleus accumbens where a neurotransmitter you may have heard of,
it's called dopamine, gets a big flood when we eat a donut, when we eat some pizza, when we
eat a food that hits the spot. And over time those dopamine receptors, they at first go, whew,
yeah, that was really good. I'll take some more of that please. Over time they go, okay, we don't
really need that much stimulation around here. And they thin out, they become less responsive,
less numerous. Now we have a problem because at baseline we don't have enough dopamine
just to feel okay. Now we're at the point where we need to top up with some extra food, the
kind of food, I mean all day long, just to feel a baseline level of, okay, and it's called dopamine
downregulation. You're literally rewiring the brain so that you crave those foods to get enough
dopamine now just to feel normal. If you don't top up with those foods every couple of hours,
you feel bleak, you feel itchy, you feel restless, you feel irritable, and you have a craving to go get
more.

Research shows that the dopamine downregulation in someone living with obesity, it is just as
bad as the dopamine downregulation with someone living with cocaine addiction. And here's the
PET scan that shows that. And you could say right now, “Dr. Thompson, are you telling me that
the foods that are making people obese are like drugs in the brain?” I would say, yes, that is
exactly what I'm telling you. We've reached the point in the video where it's time to talk about
the two foods that are blocking weight loss. Because in the brain and in the body, there are two
foods that are responsible for this whole cascade of events that's leading to leptin resistance and
dopamine downregulation controlling our insatiable hunger and are overpowering cravings.
Those two foods are sugar and flour.

I want you to think about sugar and flour in a new way. I invite you to think about them as drugs
because think about where they come from, how they're made. What is cocaine? Well, it comes
from the coca plant. The coca leaf to be particular. And in the Andes Mountains hikers will
sometimes pluck these coca leaves off the branches and put these leaves in their cheek and
chew them as they're hiking. There's actually a scientific paper that was published showing that

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this is not addictive. However, if you take the inner essence of that coca leaf and you extract it
and then you refine and purify it down into a fine white powder, you've now turned that non-
addictive, totally innocuous plant substance into a drug. What is heroin? Where does it come
from? What is it actually? Well, heroin comes from poppy plants, and you can consume poppies
in all sorts of forms, including sprinkled on the outside of your bagels, and not become a
quivering, itching, needing another hit heroin addict. But when you take the inner essence of that
poppy plant and then you extract it and you refine and purify it down into a thick syrupy liquid or
a fine light brown powder, well now you've turned that harmless plant into a drug and look at
how similar they look, right?

It's clear. These are not innocuous substances. These are drugs by their very nature. What
happens when people don't eat sugar and flour? Well, this is what I teach people to do
professionally. I published a study in Current Developments in Nutrition, June of 2020, and the
study tracked 1,208 people who stopped eating sugar and flour for just two months. What the
data showed was that it took about two weeks for the brain to begin healing, and then both
hunger and craving went steadily down, down, down to super low levels so that people were
experiencing low levels of hunger and craving pretty much always by the end of the study. And
oh, by the way, during that two month period of time, they lost a tremendous amount of weight.
Now, interestingly, their peace and serenity with food went up. That's really interesting because
a lot of people out there will tell you, oh, if you stop eating dessert, you're just going to go mad
because you're going to crave dessert all the time. That's not what these people experienced.
They stopped craving dessert and their peace and serenity with food went up.

Now, I think perhaps most exciting in another study that I published in Current Developments in
Nutrition in June of 2021, looking at 4,500 people who didn't eat sugar and flour for two
months, people of a variety of ages, people in their 20s, 30s, 40s, 50s, 60s, 70s and beyond, my
research shows that they lost weight equivalently fast, fast and equivalently fast, which means
that not eating sugar and flour took men and women who were in their 60s and 70s and turned
their bodies into the fat releasing machines of people in their 20s and 30s. Now, you might say,
“That's ridiculous. Everyone knows it's harder to lose weight. The body doesn't release weight as
readily when you're above mid-age. So, what gives Dr. Thompson?” Here's the deal, the reason
it's harder to lose weight in the second half of life is that you don't have much estrogen.
Estrogens are a class of hormones, and both women and men have them. Women have more,
men have less, both have them. And yes, after the age of 50, production of estrogen goes down
to almost nothing. Okay? Now, what does estrogen do in the body? Lots of things, but a key
thing that it does is it facilitates the effectiveness of insulin. If you're eating a bunch of sugar and
flour, you need your insulin to work really well to correct and rein in your blood sugar. If you
stop eating sugar and flour, what happens is you're not messing with your blood sugar all the
time. Your blood sugar stays pretty even keeled naturally. It doesn't matter as much that you
don't have estrogen on board. It levels the playing field and it makes people lose weight
equivalently, no matter their age. Brilliant. Right?

At this point, you might be saying, “Hold on a second, Dr. Thompson, are you telling me that I
should not be eating sugar and flour, either not much, or God forbid not at all? Oh my gosh! Well,
first of all, how would I do that? And second of all, why would I want to do that?” Oh my gosh,
yes. Well, execution over the long term is a thing, isn't it? Right? Both the willingness, but more
importantly, the ability to execute over the long term. And frankly, whether your goal is to not

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eat sugar and flour or just to adhere to this, that, or that food program execution is going to be
the problem. What my research has discovered is that there is one big mistake that's just about
everybody makes when they try to lose weight and try to stick to a way of eating, they're making
a mistake, and it's keeping them from executing over the long term.

This brings us to Part 2: The One Big Mistake That Almost Everyone Makes When They Try to
Lose Weight. I learned about the one big mistake quite honestly by making that mistake myself
over and over again. But then I learned the secret to not making that mistake, and I was
transformed. I went from living with the beginning stages of obesity, to a US size four, and I've
been slender now for over 20 years. That puts me in the fraction of 1% of people who succeed
at this weight-loss endeavor. But for years and years, I kept making the one big mistake. To show
you what that looked like, I'm going to need to take you back in time. I wasn't a heavy kid. I
would have my moments where I would get a little fleshy, a little chunky, and then I would go
through a growth spurt and lean out, and then I would eat more and get a little fleshy again. But I
wasn't heavy really until I hit around the age of 11, 12, 13, and then I started to be concerned
about my weight. I know that at the age of 11, I weighed more than I weigh now. I got into high
school, I was already dieting at that point, and I found the best diet ever, which is drugs. I started
to do drugs. They got more dangerous and more severe as I went through high school.
Ultimately, I ended up dropping out of high school. I did crystal meth for years and quit that
thankfully at the age of 17. Then started doing cocaine, and that led to freebasing cocaine, which
led to smoking crack on the streets. I turned to prostitution, and that was my resume at the age
of 19. I was a prostitute, a crack addict, and a high school dropout.

Mercifully, I got struck clean and sober when I was 20 years old, and I haven't had a drink or a
drug now for coming up on three decades, which is a miracle. I'm so grateful for that. But what
happened at that point, at the age of 20 is my addiction jumped right over to food. I put on a lot
of weight really fast, and I started to struggle with my eating seriously. I tried diet after diet, after
eating plan after gym, after therapy, after hypnotherapy, after approach, after diet, after
approach after diet. Nothing worked long term. Meanwhile, I was clean and sober, and I went
back to school, and I did really well, eating my way through it, but crushing it in school. I went to
UC Berkeley, and I discovered cognitive science, the study of the mind and the brain, and I got
4.0s, spoke at the graduation, got into every graduate school I applied to, and I kept going. I got
my PhD in brain and cognitive sciences, and I became a tenured psychology professor. And at
that point, my fascination with food met a group of people that taught me how to not eat sugar,
how to not eat flour, and I took off all my excess weight. I was 28 years old, and I've been in this
body now ever since.

My history with drug use really made it clear that I wasn't just eating, I was using, and suddenly it
was obvious to me that food addiction is real. I started teaching a college course on the
psychology of eating. I started helping people on the side to take off their excess weight scores
and scores of people. My lifelong obsession with how I get this weight off and keep it off finally
bore fruit in the ability to help a lot of people to find success with this really challenging problem.
What happened to me when I was 28 years old and I finally lost all my excess weight, I took off
those 60 pounds, and I went from a size 14/16 to a size four. It's been a long time now. It's been
practically 20 years. And here I am still in what I like to call a Bright body, my right-sized body.
Yes, I stopped eating sugar and flour, but how did I stick to that? Because really I'd had the
intention to eat healthy all along. I just couldn't stick to it.

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This brings us to the whole topic of this video, which is before I was 28 years old, I was making
over and over again the one big mistake that pretty much everyone makes when they try to
change their eating and get healthy and lose weight. I was making that mistake over and over
and over again. That mistake is that I had no plan for how I was going to stick to my plan. I was
trying all these diets, I was trying the Pritikin diet and Weight Watchers and Fit for Life and Body
for Life, and all these programs. I mean dozens and dozens and dozens of them over the years. I
would start with a plan, but I never had a plan for how I was going to stick to that plan. That was
the fatal flaw. Here's what it looks like and feels like when you're making the one big mistake.
You have a plan. Maybe it's a paid commercial weight-loss program. Maybe it's a book that you
read, maybe it's a gym. You're going to start; you have a plan, and you're excited. It makes a lot
of sense. It's all laid out. You can envision yourself sticking to it. It's a good plan. You launch off
with a lot of excitement and fanfare, and it starts working. You start losing weight, you start
feeling healthier, you start feeling better. And some days roll by, some weeks roll by, you're in a
groove, you take off more weight, and then some sort of weird time warp happens where
suddenly you're making exceptions. Now you're in a zone where you're kind of sticking to your
plan and suddenly you transition into a phase where you're regaining weight and you're kind of
head in the sand, not fully noticing. Before you know it, you've regained all your excess weight
again.

What happens between point A and point B from the launching with so much excitement to the
deflation of realizing that you're not sticking with it anymore and the gig is up and you're back
where you started? What happens is you never had a plan for how you were going to stick to
that plan. Let me explain how this works. In this modern environment, there are three challenges
that your brain is facing that will keep you from being able to stick to a plan long-term under
normal circumstances. Okay? The first challenge is what I like to call the Willpower Gap™. The
reality is that willpower doesn't show up for us often when we need it the most. And that's
because of the way the brain works right behind the prefrontal cortex, which is the front part of
the brain that makes us most human is this part of the brain called the anterior cingulate cortex,
which is a bit of a hub, I'm afraid for a lot of things, including making decisions, checking email,
deciding whether to respond now, later, reply all, reply to one. Task persistence: carefully,
making sure in the grocery store that you got everything that was on the list. Emotional
regulation: kids are needing you and not behaving very well, and you can't actually say to them
what you would really like to say to them, or you're sitting in traffic and people are behaving like
people behave when they're in traffic. Before you know it, that part of your brain is fried. There's
one more thing that it's responsible for and that’s resisting temptations.

The second challenge that we're facing is decision fatigue. Researchers from Cornell University
have discovered that the average person these days is making over 200 food related decisions
every day, starting with first thing in the morning, am I making my coffee here? Am I going to get
it? Am I going to have cream? Am I getting a large or a small or a whatever? And am I getting
pastries with that? And the decisions go on and on all throughout the day. Other decisions too.
Most of us wake up in the morning not knowing what we're going to eat for the day, and all of
these decisions make our brain foggy and exhausted and clouded and unable to rally to make the
healthiest decisions, especially later in the day. That decision fatigue kicks in and suddenly we're
eating a pizza for dinner instead of a salad, right?

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The third challenge has to do with the way the process of eating actually works. Eating is a
procedural memory. This is the kind of memory that is knowing how to ride a bike, knowing how
to do a motor program. Procedural memories are wired in at the deepest level, and you don't
unlearn them or forget them. Even if you start a new plan of eating, the procedural memories for
how you used to eat are still there. In the same way that if you didn't ride a bike for 40 years,
you could literally get on a bike and ride it down the street, and you wouldn't have to be thinking
to yourself, oh, now I need to be pushing my leg forward. Your brain would just execute it
flawlessly in that circumstance. What happens is when you get in a comparable circumstance like
you're in a social setting with a buffet line, or you're in a movie theater and you're walking in to
go back to the movie, suddenly your muscles take over and start to execute actions flawlessly
without you ever really making a decision one way or another about it. Procedural memory takes
over and suddenly you're eating stuff that you never really intended to eat.

In these three ways, our brain was never designed to help us execute a new plan of eating long-
term and succeed with it. This is really sad because what happens to people like me and maybe
someone like you, is as we try over and over again to change our way of eating and we fail, we
watch ourselves do it. We watch ourselves make the promise deep inside and then not follow
through. What happens is self-perception theory kicks in. This is a theory by Daryl Bem of
Cornell University. Self-perception theory says that we know who we are at the deepest level by
watching what we do and inferring who we are. What that means is as we watch ourselves
promise ourselves to eat one way, and then over time end up breaking that promise to ourselves,
we end up having to fill in the gaps to conclude that we probably don't value ourselves or trust
ourselves or believe in ourselves or love ourselves. We may even conclude that we hate
ourselves or even loathe ourselves. This kind of erosion of our self-concept and our self-esteem
is one of the most devastating effects of the brain misfiring in this kind of modern food
environment. What's the solution? What is the plan for sticking with your plan?

The answer is just one word. You ready? Automaticity. That's right. Automaticity. What do I
mean by automaticity? I mean, do it like you brush your teeth. Now, I have to say now, 5% of the
people don't brush their teeth this way, but most people do. Imagine you're one of the 95% of
people who brush their teeth morning and night, whether they feel like it, whether they feel sick
or well, whether they're traveling or home, whether it's late or it's a normal bedtime, they brush
their teeth. That's automaticity. It's not dependent on the anterior cingulate cortex to have the
willpower to do. It doesn't matter if you have a sticky note on your mirror to remind you in the
bathroom at night, it's going to happen. It's a motor sequence that rolls off at a certain time of
day queued by a certain circumstance. It's just going to happen. If you're doing weight loss,
building automaticity becomes the aim early on. It is very literally the plan for sticking with your
plan and succeeding long term. This requires two things. It requires, first of all, adopting a plan
that's automatizable. And yes, I think I coined the word. Because not all plans are automatizable.
Imagine what it would be like if your dentist said, I think now based on current research, I need
you to be brushing and flossing six times a day, not two. Imagine at your next checkup, six
months later how successful you would be reporting to your dentist that you were over those
last six months at brushing and flossing six times a day, not so much, right? Some things are
automatizable, and some things simply are not.

The next thing it's going to require is carving out a distinct period of time at the beginning for
wiring in the automaticity, because it does require breaking a lot of longstanding habits and

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wiring in new behaviors until they become automatic. How long does this take? There was a
study that was published where they had people adopt one new behavior and track it every day
and report back when it felt automatic. The range was enormous. Some people achieved
automaticity after 18 days. Some people achieved it after 256 days. The average was 66 days.
But that was one behavior. Changing your whole way of eating often means not eating foods
you really, really like and adopting a lot of different habits and food planning and food prep and
so forth. It's way more than one behavior. I think a good rule of thumb is you've got to carve out
a good three to four months early on to wire in the automaticity. What does it feel like when
your plan of eating becomes really automatic? It feels like utter freedom. I mean, if you think
about what it feels like to be someone who brushes their teeth successfully twice a day, it
doesn't really feel like anything at all. It just happens as a matter of course. But really what you
get from eating in that way every day is you get a sense of health and vitality and thoughts like,
am I on my plan or off my plan? Have I eaten enough? Do I want more? All of that just goes
away. There's this feeling of confidence and joy and gratitude that wells up having this food and
weight problem solved. It is remarkable.

Now we come to the million-dollar question, which is of course, what is it exactly that makes a
plan automatizable? In fact, there are four features of a plan that make it automatizable. And this
brings us to Part 3 of our Masterclass where we'll cover what the world's most successful
weight-loss maintainers people like me are doing to succeed long term. How are they eating?
How are they living? What are they doing differently? How is it that they're not regaining their
weight? What's their secret? What is an effective plan of eating? Well, it should allow you to
take off your excess weight. It should be healthy, and it needs to be automatizable, which means
it needs to be able to be wired into the brain to take the load off of willpower, to relieve decision
fatigue, and to allow you to execute it without taxing your cognitive resources too much. I used
to teach this to my students at the University of Rochester when I would teach brain and
cognitive sciences, and I would explain that there are certain motor actions that lend themselves
to automaticity, where even though they're incredibly difficult to learn upfront, like driving a car
for example. I don’t know if you remember when you first learned to drive a car, it took all of
your focus, all of your mental resources, but driving a car is very automatizable. After you've
been doing it for a while, you can get in your car in the morning and show up at work without
any taxing of your emotional reserves, your motivational reserves, your attentional reserves.
Really, it's almost like you get it for free. You just get in the car and whoop, you are at work. It's
amazing! Here's the thing, not every plan of eating is like that. A lot of plans of eating. As a
matter of fact, what most people are doing these days with their food is not automatizable in the
slightest. And so how they eat continues to tax their willpower reserves and requires them to
make a lot of decisions on the fly every day. As they go through the weeks and the months, they
don't usually get to years following a certain food plan. It doesn't ever get easier on the brain.

Here are some of the approaches to eating that are not automatizable, so you can be aware that
if you attempt a plan that's structured in this way, your brain will not be able to support you in
following through long term. Counting calories, tracking points, tracking macros, eating five or six
small meals a day, snacking in general, eating only a certain number of grams of carbohydrates.
Now the thing that makes something automatizable is its structure, and there are four elements
of structure in particular that matter most. The first element of structure I want to mention is
meals, because I want you to think about brushing teeth, right? We brush our teeth twice a day,
and that's very automatizable because the morning toothbrushing experience gets wired into our

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morning routine. Time of day and location cues us to do it. The evening teeth brushing similarly
gets wired into our before-bed routine. Time of day and location cues us to do it. If we had to
brush and floss our teeth six times a day, we would be atrocious at the follow through. It's not
that brushing your teeth is so automatizable, it's brushing teeth twice a day, bookmarked at the
beginning and the end of the day. That's automatizable. Similarly, if you're trying to eat all day
long, if you're trying to eat six meals a day, that is not automatizable. Breakfast, lunch, and
dinner. Now you can wire breakfast into your morning routine. Thank goodness there's still that
glorious midday pause where people stop and think about food, and that's where you can grab
the lunch that you packed or that you preplanned. Then at dinner, you can wire your dinner into
your evening routine. Now, you can make fewer meals, one or two automatizable, and it's
possible to make more. I know that people who've had gastric bypass might need to eat more
times per day, but really breakfast, lunch, and dinner is the way to go when it comes to making a
plan of eating automatizable.

The second element of structure that's super important and makes a plan automatizable is
bounding the quantities. I literally recommend a digital food scale for this, and I know that
sounds so extreme. I know it sounds crazy, but believe me, it works. What happens when you
use a digital food scale, first of all, is you make sure you get enough food, which is really essential
if you're going to get from breakfast to lunch and lunch to dinner without snacking or grazing in
between. You need to eat more than most people think you do. You're using the scale to make
sure you get enough food, but also to relieve your brain from needing to ask, did I get enough?
Can I have some more? Is it time to eat? How about now? How about now? How about now?
Maybe I should have some more. Taking that load off of the brain to track how much we should
be eating is incredibly freeing, and you don't need to believe me on this, just try it. The people
who are most against a digital food scale end up writing me beautiful cards on handwritten,
beautiful stationary saying, “Dr. Thompson, I know I never wanted to weigh my food. When you
said weighing food with a scale, I thought it was so ridiculous. But now honestly, if my house
were burning down in a fire, I would make sure my kids got out safe. I would grab my cat and my
digital food scale, and those are the items that I would rescue from the fire.” Just give it a try.

The third structural element is writing down your food and planning it in advance. I know a lot of
plans have you write down what you've eaten after you've eaten it, and research shows that
people tend to forget whole bags of chips that they ate and stuff like that. I think it is somewhat
helpful to do that, but what's really helpful to take the load off of willpower is to plan what
you're eating in advance and literally write it down in a journal or in your smartphone the night
before. What this does is first of all, it allows you to think through your next day. Remember, for
example, oh, I'm going to be leaving the house. I got to make sure that I have a lunch that I can
pack and bring with me. Or it allows you to notice, oh, I don't have enough food for dinner. I'm
going to have to make sure I get to the grocery store on the way home from work, right? It
allows you to plan, which hugely increases your odds of being successful with your food during
the day.

The final element of structure that makes a plan automatizable is a Bright Line, a Bright Line for
the foods that you just don't eat ever. A Bright Line is a clear, unambiguous boundary that you
just don't cross. Kind of like a non-smoker doesn't smoke cigarettes, especially if someone used
to smoke, right? It's especially critical that they never ever take that first puff of a cigarette. Now,
a lot of people think that Bright Lines don't work for food because of course you have to eat to

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survive but notice that you don't have to eat donuts to survive. Certain foods really are easier to
not eat at all than they are to eat in moderation as part of a healthy way of life. Let's be real. For
some of us, moderation doesn't work very well. How well does that one piece of pizza
experiment work? There are certain foods that are really difficult to eat in moderation. I know it
sounds scary to have a Bright Line for them, but I promise that one day at a time, a Bright Line
produces tremendous, tremendous freedom. I talked about insatiable hunger, which is caused by
leptin resistance, and I talked about overpowering cravings, which are caused by dopamine
downregulation, and how the two foods that block weight loss are sugar and flour. Here's how
the Bright Lines for sugar and flour solve those problems. The first thing that happens is that all
the issues causing leptin resistance go away. What causes leptin resistance? Well, there's three
things, right? Insulin that's too high, triglycerides that are too high, and overall systemic
inflammation. When you take these processed foods, sugar and flour out of your diet, all three of
those things come down really fast. Suddenly your brain can see your leptin again, which means
you'll be getting the signal that you're not hungry anymore and that you feel like getting active.

The Bright Lines for sugar and flour also solve the cravings problem, the overpowering cravings
caused by dopamine downregulation. When you stop eating sugar and flour, you stop flooding
the addictive centers of the brain with all that excess dopamine and with a steadier stream of
dopamine the way your brain expects it to arrive, those dopamine receptors are allowed to
replenish, repopulate and get back to their regular levels, and that takes care of the cravings.
Now, I know that structured eating is really not on the radar for most people. It sounds very
strange and very extreme because our society has gone way to the other extreme of taking
almost all of the structure out of our eating where people wake up in the morning with pretty
much no idea of what they're going to eat that day. They just grab food where they can. It's a
little here, it's a little there. It's vending machines, it's quick marts drive-thrus. It's deciding what
you want to eat in the minute and ordering takeout. When you're coming from a completely
unstructured way of eating, it can seem really strange to think of having so much order around
your food. But I've been tracking people, not just a few people, thousands and thousands and
thousands of people who've adopted a structured way of eating like this. Here's what happens to
them. First of all, when they start doing Bright Line Eating, which by the way is what this
structured plan of eating we've been talking about is called they lose a significant amount of
weight really fast, more than any other commercial weight-loss program, and nearly double as
much as people taking semaglutide drugs like Ozempic or Wegovy will lose in those first two
months. Remember what I'm showing you here are results published in peer-reviewed scientific
journals. Look at this one. In two years, boom! They've lost a huge amount of weight, really
comparable to the amount of weight that people lose when they're taking semaglutide drugs like
Ozempic or Wegovy, except that people who are doing Bright Line Eating, they're not on any
drugs. They're doing it entirely by changing how they eat and how they live. What's equally
impressive for the vast majority of people in those first two months as they learn how to follow
this structured way of eating, their peace and serenity with food goes up or it stays the same.
Look at these numbers. It's amazing. It's relatively rare for people's peace and serenity with food
to go down when adopting the Bright Line Eating plan, which is strange, right? You'd think that it
would make you so obsessed not to be eating sugar, not to be eating flour, to be weighing and
measuring your food, but in fact, it results in so much freedom.

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Here's the thing. When you know about automaticity, when you realize that automaticity is the
linchpin, the key that's going to allow you to be successful long term, it's going to be your plan
for sticking with your plan. What happens is you realize that starting an exercise regimen at the
same time as you start to learn how to eat in this new way is completely counterproductive. The
reason is that starting an exercise regimen also takes a lot of effort to learn initially and starting
both of those things, it's like it's too much for the brain. It just crashes your cognitive reserves.
When you do the eating piece first and you pretty much minimize other distractions or things
going on in your life, you keep everything else as simple as possible to give yourself three to four
months to allow this new way of eating to wire in and become automatic, to learn it like you had
to learn how to drive in a car, and you hold off on starting that rigorous exercise regimen until
after that precious period of time and your eating has become automatic, you're way more
successful. I have data on that too. People who don't listen to me and who start an exercise
regimen while they're trying to lose their weight, they lose far less weight because they never
achieve automaticity. I just want to be clear. If you come into this way of eating with an
established exercise regimen already completely automatic, keep going with it. If you're
exercising to maintain strong mental health and you've had depression, anxiety, absolutely keep
exercising, right? It's nuanced. I'm really just talking about people who start exercising to lose
weight, doing it at the same time as they start a new plan of eating, not so productive.

Let's go back to the Bright Lines for sugar and flour. Am I saying that I think everyone should
have a Bright Line and never eat sugar or flour? No, that's not what I'm saying. For some people,
that's going to produce a lot of freedom for other people, it's really not and it's not going to be
necessary. Here's the thing, people's brains are very, very different. Not everyone experiences
insatiable hunger and overpowering cravings. Not everybody experiences leptin resistance. Not
every brain has dopamine downregulation. Some people really have a natural ability to get full
when they've eaten, and then they stop wanting to eat. No matter really what you put down in
front of them to eat after that, they're not going to want to eat it. They frequently leave lots of
food on their plate. They just realize they don't want to eat anymore. These are also people who
don't really have cravings for food. They like certain foods more than others, but if it's not
around, they're not going to get in their car and go out of their way to get it right. They don't
have cravings. I've learned over the years, and the research shows there's a spectrum, a
continuum. I like to think of it from one on the low end to 10 on the high end, and the 1s and 2s
and 3s, no, they don't need a Bright Line for sugar and flour. It's just simply not necessary. But as
you go up that scale, you start to get into the range of 7, 8, 9, and 10, these are folks who are so
distracted by their relationship with food and with weight. They're thinking about what they've
eaten or not eaten, whether they're on their plan or off their plan so much that really having a
Bright Line for the foods that are torturing them mentally is incredibly freeing. There's a quiz you
can take that will tell you your Food Addiction Susceptibility Score from one to 10, and I'll email
you a link so that you can take it. But even right here, I can help you get a general idea. Do you
think about your food and your weight more than you wish you did? When you start to eat, do
you sometimes overeat when you didn't mean to? Perhaps do you even binge? Sometimes
binging means eating a larger amount of food than most people would eat in a shorter amount of
time with a feeling of being out of control. Now, not everyone who's high on the Susceptibility
Scale™ binges, but some do. Here's another question for you. Do you have food cravings like
we've been talking about, and do you sometimes not feel satisfied after finishing a regular sized
meal? These are all the signs that you may be high on the Food Addiction Susceptibility Scale. If
you turn out to be high on the Susceptibility Scale in that range of 7, 8, 9, 10, I can predict with
absolute certainty that Bright Lines will feel like freedom.

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You might be wondering; how did I get to be so high on this scale? Is it genetic? Is it
environmental? Well, there's research on that. It is highly genetic. You can look through your
family tree, and if there's a lot of alcoholics, if there's a lot of heavy smokers, if there's a lot of
people with obesity, these are the kinds of things that get carried down through genes. The
reward centers wire for dopamine, downregulation. In our current food environment with so
many processed foods, that's what's going to cause the cravings. Also, these are the cells that
wire for leptin resistance, and that causes the insatiable hunger. It's highly genetic, but it's also
environmental. Research on rats shows that if you take the non-addictable rats and you mate
them with non-addictable rats, they'll pretty much always give birth to baby non-addictable rats.
Likewise with the addictable rats, they give birth to addictable rats. But if you take some of those
non-addictable rats, and you raise them in really hard conditions like without parents or with
tons of food insecurity, some percentage of them, not all, but some will turn into addictable rats
in adulthood. So, there's an environmental component we think as well.

We've covered the right kind of plan, an automatizable plan with Bright Lines for the foods that
are going to cause you difficulty with meals at consistent times that can be wired in so that your
eating behavior becomes really automatic. But who are the people who are following a plan like
this and how are they following it? What are they doing differently to be successful? There are a
few things that they do differently. These successful people, and yes, they have a good plan, an
automatizable plan, but they orient toward it in a way that really enables their success. I want to
tip you off to the things that they do differently because I want you to be successful. Here's the
first thing that they do differently. They don't do it alone. They get support. This is really critical
because believe it or not, human beings are herd animals. We know deep down in our genes that
we will not be effective at surviving if we are all alone in this world. That is so critical that
conformity is this psychological principle that we teach in Psych 101. I used to love teaching the
conformity day. I had all these great videos of people doing what everyone around them was
doing in an elevator, turning around to face the back if everyone else was, because the pressure
to do as others do is intense, whether you know it or not. In our society, people eat in this catch
as catch can, whatever, whenever kind of way, which is fine. But if everyone around you thinks
you eat weird over time, it erodes your resolve. But not if you have some really good friends who
eat the way you do. And so, doing it with support is key.

Secondly, they build an identity around their way of eating an identity. It's kind of like someone
becomes a vegetarian or they become vegan. CrossFit. Those folks, they have a strong identity
around doing CrossFit. When you build an identity around the way you eat, it becomes more a
part of who you are. You can hear this in someone's language, someone who doesn't have an
identity around it, the dessert gets passed and they say, “No, I can't. I'm kind of on a diet right
now.” Then for someone who's got their identity clear, they say, “No, thank you. I don't eat
sugar.” You hear the difference?

Finally, the third element is they have a maintenance mindset. They know they're in it for the
long term. They're not looking for a quick fix. They're not dieting. They're looking to change their
life, and they go into the plan, imagining it being for the long term and really settling in. Here's
where that shows up. The people who don't have a maintenance mindset, they get really
distressed if they're losing weight slightly slower than the next person. The people who have a

Bright Line Eating®. All Rights Reserved.

maintenance mindset, they know they're doing this for the long term. What does it matter? If
they reach their goal weight in six months or 10 months or 12 months, it doesn't really matter.
Once they're there, they're still going to be eating essentially the same way, just maybe with a
little more food. They're not losing weight anymore, right? They're in it for the long term.

When we started, I talked about how 70% of people in the United States are living with
overweight or obesity. I talked about how we're careening really fast, faster than predicted
toward a state where 50% of us are living with obesity. I talked about how it's really strange that
rates of obesity aren't going down because people are trying so hard to lose weight. These are
smart people. These are people who are successful at so many things. They've gotten their
education and they've had careers and they've raised families and they've solved all manner of
problems, but they can't seem to solve the weight problem. I so relate to that because I was one
of them. I was living with obesity in my mid-twenties. I had done all kinds of things. I'd quit drugs,
I'd quit alcohol, I'd quit smoking, and I'd run a marathon. I'd graduated top of my class at UC
Berkeley and spoke at the graduation. I was studying the brain. I was happily married. I had so
many good friends, I could do so many things, but I couldn't take off that excess weight. About
three years later when I finally did take off my excess weight and I started to teach other people
how to do it, and then I started teaching a college course in the psychology of eating and I
started teaching my students about the solution. Then people started saying I should write a
book. I did write a book and it became a New York Times bestseller. At that juncture, I realized
we really need a course because my psychology of eating students were just a few students
every year. The book was teaching people the theory but not really showing them the practice. I
started an online course called the Bright Line Eating Boot Camp, and I started teaching
thousands and thousands of people from almost every country on planet Earth how to really do
this. I started publishing the data of how successful they were, way more successful. Now there
are these weight-loss drugs that have come out where people are losing all this weight. But
research shows if you stop taking the drug, you gain back all the weight. These people were
losing that much weight with no drug, with no side effects, with no copays, and not in a state
where they have to keep taking a drug to keep the weight off. They were keeping the weight off
on their own. If you want to know more about the specifics of the program that they followed, I
just want you to know that there's a cohort opening up right now, and I'm going to share the
details with you in a moment. First, I want to introduce you to some people who've actually done
it, who are living this way today.

Anne:
My life journey around weight and food and weight gain and weight loss has been a lifelong
journey. I would say.

Matt:
I've been struggling with my weight since I was a teenager. The pounds just started adding up.
Eventually I got to 347 pounds.

Betty:
I began to feel that this was the only area in my life where hard work, perseverance, willpower,
suffering, wasn't going to do the trick. It felt as if it was now or never to find a solution that
worked.

Bright Line Eating®. All Rights Reserved.

Matt:
When I first heard about Bright Line Eating and started researching the program, I couldn't
believe how much it felt like what I've been feeling on the inside for so long. It acknowledged
food addiction as being real. This is a strategy to deal with it and live with it in a way that gives
you the freedom to get your life back.

Anne:
What happened when I started this transformation, wow! It worked exactly. The weight loss was
about 30 pounds and 30 pounds might not sound like much to a lot of people, but it was my
much and it was my impossible.

Matt:
I've been doing Bright Line Eating for 10 months. I started at 330 pounds less than 10 months. I
lost 143 pounds with Bright Line Eating and a healthy weight for the first time in my adult life.

Betty
Sugar and flour were dear friends, but it was clear that they were kind of the drivers of a vicious
cycle where I started, I started at 206 and I'm 130 pounds now. So lost 76 pounds on BLE.

Anne
But I've been in Maintenance ever since for 2030 some days. And I felt Bright Line, Eating gave
me plenty of room to be me.

Matt:
Here's the types of foods you should have and the quantities that you should be aiming to have,
and you fit the foods that you enjoy in your life into those guidelines. You eat the things you love
still. It's great you just skip the stuff that was poisoning you.

Betty:
Acknowledging that food addiction is real, acknowledging that there is a structured program that
helps for it, acknowledging that some of us have it worse than others have been the pillars of my
success in Bright Line Eating. And this is a lifetime commitment for me.

Susan:
Since 2014, tens of thousands of lives have been transformed by Bright Line Eating. In those
early days, I created the Bright Line Eating Boot Camp, and it was an amazing thing to watch
people's lives transform with this Bright Transformation, taking them over body, mind and spirit,
their weight melting off, their self-confidence rising, watching them awaken to their ability to do
right by themselves, to stand in integrity, to commit what they were going to eat, and then
follow through with it one day at a time to watch them connect and to watch them overcome
challenges and difficulties and hardships in their life and emerge brighter and stronger and up to
the challenge with their weight still coming off and still sticking with it, showing up for
themselves again and again. I watched this happen and I knew the magic of it because I had
experienced it too. I'd gone from living with obesity in my mid-twenties to shedding all my
excess weight, and I really felt the power of what it was like to show up to the world in a body I
felt good in. I knew what people were going through. Yet seeing it happen again and again, not

Bright Line Eating®. All Rights Reserved.

just to a few people, but to thousands and thousands of people, it just humbles me. It moves me.
What we've done is we've taken our experience watching all of these thousands of people and
helping them in the trenches, knowing the nuance of what they're going through. We've folded
in all of the latest science. A lot of studies have been published over the last few years. We've
put it together into an all new revised, upgraded and revamped Bright Line Eating Boot Camp
2.0, a transformational experience, the likes of which has never existed before.

Registration is open now for the all-new Bright Line Eating Boot Camp. It's a course it's starting
very soon. There will be a cohort of people going through it. Registration is open only for a few
days. Who is this course for? It's not for everybody, truly. Do you remember the Food Addiction
Susceptibility Scale, the scale that goes from one on the low end to 10 on the high end for
people who are higher on the Susceptibility Scale, 7s, 8s, 9s, 10s, the people who experience
strong cravings for specific foods, people who are plagued by obsession about what they've
eaten or not eaten, whether they're on their plan or off their plan? They have all that food and
weight chatter happening in their mind? People who frequently lose control over how much they
eat once they start? They've often but not always tried a lot of different attempts to lose weight
in the past? That's who we designed this course for. Now, it is true that someone who's in the
mid-range on that scale of 4 or 5 or 6, who also has a weight struggle and they're trying to take
off weight, will likely find that their pull to the addictive foods keeps them from being successful
in taking off their weight and keeping it off. If you're someone in that range and you find that
you want to have a structured plan of eating that, that sounds really appealing to you, by all
means, you can enroll in the Boot Camp, and it will be very effective in helping you take off your
weight. If you're on the low end of the scale, a 1 or a 2 or a 3, generally speaking, we did not
create this Boot Camp for you. You can sign up for it. Again, I do find that there are people who
like the idea of structure around their food. Gretchen Rubin calls them abstainers rather than
moderators. People who want to rip the Band-Aid off fast, not just peel it. People who really like
structure. By all means, you can use the Boot Camp as a means to an end if you have weight to
lose. What I find is that how much weight you have to lose isn't actually what makes you a good
fit for the Bright Line Eating Boot Camp, we have people signing up for the Boot Camp who
literally have 200 and 300 pounds to lose and people who have no weight to lose whatsoever.
Research shows that 22% of people currently living at a normal BMI test out as full-blown food
addicts. Maybe they're managing their weight with a strong metabolism and a 10-mile run every
day as they obsess fanatically about the small cup of non-fat frozen yogurt. They're going to
allow themselves after they run those 10 miles, right? But that's not peace. That's not freedom.
Bright Line Eating helps those folks too. And yes, it's a super powerful weight-loss program.
Again, anywhere you are on the Susceptibility Scale, you can use it as a weight-loss program. But
we have tailored it specifically for the 7s, 8s, 9s, 10s, on that scale.

The course itself is a 10-week deep dive. On day one, you get your marching orders. You start
off with a wonderful clear planning and preparation process that helps you get your supplies,
helps you get ready psychologically so you can have a clean, fresh start in transforming your life.
You get the food plan, the exact same food plan that I used about two decades ago to go from a
US size 16 to a size 4, that's allowed me to keep that weight off my body all of these two
decades. It's a food plan that's been used by tens of thousands of people around the world to
transform their lives. The key to this food plan is it is structured to maximize automaticity. It is
the most automatizable system possible. It's not designed on counting calories or tracking
macros because those systems are not automatizable. It's a system of categories and quantities

Bright Line Eating®. All Rights Reserved.

of food that wires into the brain so seamlessly that in just a few short weeks, you find that you're
eating the right food at the right time automatically as a matter of habit, and you're starting to
feel ever freer with each passing day.

Something I have made sure to build into this course because I've needed it, so I teach it as well,
is how to do this well when you've got a really busy life. You'll get the Five-Minute Meals Menu
that will save you so much time. I'm a mother of three kids, I have a busy career, and I will teach
you the art of saving time while you eat to fuel your Bright life. There are ways to do this so that
it's streamlined and it tucks into your life. I will give you all those tips and tricks and hacks.

I also expect you to be living a full life. Something that we've built into the course is how to eat
out. You'll get the Effortless Eating Out System that will teach you how to eat out in an Italian
restaurant, a Thai restaurant, an Indian restaurant, a Japanese restaurant, a Greek restaurant,
how to get a Bright meal at an airport around the world at five in the morning. There is a way to
stay Bright no matter where you're eating or when or how I teach you how to do it.

Speaking of airports, we've got a whole targeted module on travel. Travel tips over the apple cart
for a lot of people. I have traveled around the world living and eating this way, and you can too.
You'll get the Meals on the Move Travel Tips module where I'll teach you how to navigate long
road trips, how to navigate conferences and hotels, how to navigate cruises any way that you'll
be traveling. We have got you covered.

Of course we'll be teaching you all about goal weight, your goal weight, which we like to call
your Bright body, right? The Bright Body Transformation template will teach you how to figure
out what your goal weight is with your specifics in mind, your comfort level in your body, your
history with your body, whether you've ever been in a right size body for you or not in your adult
life. We help you figure out what that weight range is, how to get down there, how to stay there.
I got to tell you; you might be really shocked by the number. I got to say, I have seen so many
people put a number down as a goal weight that they think is beyond their wildest dreams and
then watch themselves blow right past it down into a range that is completely unfathomable to
them. I just want to put that out there to plant a seed of possibility in your mind. But really
ultimately the number is beside the point. Our aim is to get you comfortable in your body,
peaceful with your food and feeling like really your food and your weight problem is solved
because you have a way of living a plan that really works. Once you've lived it, you can never
unlive it.

We have a system to teach you in the course that helps you address cravings, doesn't just help
you address them, but allows you to absolutely transcend them so you don't get tripped up. I
mean by mental cravings, those thoughts that tend to snowball until they feel like they're
gripping your mind. I also mean emotional cravings, so you don't fall prey to emotional eating
anymore. Now, our research shows that over the course of the Boot Camp, your cravings will be
going down and down and down steadily until you have little to no cravings anymore ever. I
don't mean that you'll have no food thoughts anymore. Of course you'll have a thought
occasionally it just won't have the force or grip to be a craving anymore. It's going to be a vague
thought that's easily addressed by the system that we teach you.

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Remember how earlier in this masterclass I talked about the people who are successful with
weight loss and revealed what they're doing differently? I talked about how they really engage
with social support because we need human connection with others who eat this way in order to
keep doing it ourselves long term. The Super Support Package in the Bright Line Eating Boot
Camp is really incredible. It's got coaching calls that are there to answer your questions and
address your specific situations. These are group coaching calls and they're staggered at different
days and different times to keep in mind time zones around the world. If you can't be there live,
you can always send in a question and get it addressed for you so you can listen at any time of
day or night, whatever works for you. There's an online community of people from around the
world and many people who've been doing Bright Line Eating for years. So if you want to just
pop your question in there, it will get answered so fast, it'll blow your mind.

We also include support structures for people to partner up with each other, to support each
other through the Boot Camp, like Mastermind Groups, which are small groups of four people
who go through the program together and buddies who partner up with each other to commit
their food to each other, to support each other through text, through phone calls, whatever way
works for them. I know that's not for everybody, and you might not be open to that in the
slightest, but if you do, just keep the door open a little bit to the possibility. You might end up
finding that one of the ways that we provide for you to feel a little bit more supported and
connected in the world could really work for you.

There are three ways that the people who keep their weight off long-term are doing it differently
than other people. The first one is support. The second one is identity. In the Bright Line Eating
Boot Camp, we teach you an acronym and it's “J-F-T-F-P.” Just follow the fabulous plan and that
F can stand for other things too. Just follow the friggin’ plan, right? J-F-T-F-P. This mantra, when
you adopt it one day at a time, is actually the key to building a new identity because you can't
become someone who does Bright Line Eating for life overnight, but you can become someone
who does Bright Line Eating for this day from day one, someone who just follows the fabulous
plan. I want to speak for a second to the power of that because when you've watched yourself
fail over and over again in your life at this problem that matters a lot to you, and you've really
resolved to eat differently and then found yourself choosing to go off your plan on a Friday night
so soon thereafter, the feeling of hopelessness and lack of integrity that builds up over time is
really hard to shake. Then when you watch yourself J-F-T-F-P, not just one day, but again
another day, and again and again and again, the feeling of self-respect that builds up the feeling
of relief that comes over you, the feeling of being born again into the kind, capable, affect,
confident person that you always knew that you were, it's a remarkable thing to find yourself
again in that way.

The third and final thing that people who keep it off are doing differently is they adopt a
maintenance mindset from the very beginning. We handle that for you in the Bright Line Eating
Boot Camp by right off the bat, orienting you to the whole Bright Roadmap, the journey that
you're on and where you are in that journey and what it takes over time to not just lose your
excess weight but keep it off one day at a time really to solve this problem for good. There will
be an option to continue at the end of the Boot Camp. It's not just 10 weeks and you're done
kind of thing.

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What's the investment for the all-new Bright Line Eating Boot Camp 2.0? Well, like we've
discussed, you have options. You can start taking one of the new weight-loss drugs, which as we
know cost over $1,000 per month on two months of semaglutide. Research shows you'll lose
about half of what you'd lose if you did the Bright Line Eating Boot Camp in those two months,
two months of Wegovy the weight-loss version of Semaglutide. At today's prices, assuming your
insurance won't cover it, which you'd have to do some research about, but assuming they won't,
will cost you about $2,606. That's what it would cost for me today. If I signed up for it, I just
checked. Or you can do the Bright Line Eating Boot Camp.

There are two ways to do that. The first is individually, one-on-one with a private coach where
you would sign up to work with someone and they would be like your concierge. They would
take you through the materials, they would help you get any resources that you needed. They
would be your point person through the Bright Line Eating Boot Camp materials. That is $7,000.
$7,000 for the 10-week experience. The second way to do it is to do the full Bright Line Eating
Boot Camp, which is a group program where you have access to all the coaches and the entire
community of support. And that is just $997. But here's the thing right now, because I want you
to have a strong start, and I know the psychology of this. You've just watched this entire
masterclass, which is a huge investment of your time. If you start now, immediately you're poised
to have a powerful start fueled with all of this knowledge and be that much more successful. So,
right now, I'm going to give you half off of that and make the investment just $497. Right now,
only, you can enroll in the Bright Line Eating Boot Camp for just $497, or you can take a more
flexible option and do three monthly payments of $197. Just note, there is a significant savings if
you do one payment of $497. That's the best value.

The Bright Line Eating Boot Camp is unparalleled in creating this amazing transformation, but
there are three specific ways that I know that people can sometimes struggle. I've put together
three very powerful targeted bonuses that you get included as well to address those three
things. The first one is called the Break Through Your Resistance Roadmap, because I've noticed
that some people have a Part of them that feels resistance to all this. They know that they want
it really in their highest truest self. They want it, they know they need it, but they feel resistance.
They feel resistance to starting. They feel resistance to trusting that something could possibly
work after all the failures that they've had. They feel resistance to giving up sugar and flour. They
feel resistance to joining a group or being part of a community. They feel resistance to starting. If
you relate to any of that, what you'll do is you'll get into the course and you'll start here with the
Break Through Your Resistance Roadmap, and you'll watch all that resistance transform. You'll
be left feeling calm, open, curious, and excited about what might be possible for you.

Bonus number two is a Full Flourishing Life: Navigating Family, Friends, and Social Situations.
This bonus is for people who are thinking, yeah, this all sounds great, and if I were a hermit living
by myself on a mountaintop, that would be easy and wonderful, just me in the grocery store and
home again to eat by myself. But what do I do eating with people, navigating the social situations
that come up around food? So, we've got you covered in this bonus, first of all with a Friends and
Family video that explains Bright Line Eating. It explains the Susceptibility Scale. It explains how
different people's brains work differently to the people that love you and care about you the
most. You can just share that link with them, and it'll go a long way toward giving them the

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landscape of what you're doing and why. This bonus will also give you frameworks for navigating
every type of social situation, including weddings, potlucks, dinner parties, gatherings, feeding
kids in ways that are fun and effective so you can keep losing weight and enjoy your full
flourishing life at the same time.

Bonus number three is Relapse Rescue: Your Fail-Safe Plan for Getting Back on Your Plan. This is
really key. In the past, you didn't have a plan for getting back on your plan, and you would do
really well with it for a while, but then you would deviate, the deviations would snowball, and
suddenly it would all be over. That's not what we want to happen now. A lot of people are
concerned about starting because they're afraid they can't be perfect, won't be perfect. Why
bother even starting, right? It's doomed from the beginning. It's not doomed because you will
have a plan for getting back on your plan. This bonus teaches you all about the anatomy of a
relapse, how to identify the warning signs before you're going down that path. It also teaches
you what to do when you've had a misstep. If you think about the word relapse, re-lapse, lapse,
lapse again, a lapse being a short period of time where things have gone off track a little bit. We
teach you how relapse is not a catastrophe. It's not an emergency. It's something that's
inevitable. We lapse again all the time in life. We have habits that we're performing faithfully,
and then life gets lifey and we get off track for a little bit and then we get back on track. When
you have your relapse rescue plan, you're safe. You know that you know what to do when life
gets lifey, and you either keep your food straight from the beginning. There are a lot of people
actually who do that in Bright Line Eating, or you keep your food straight for a while, then you
lapse a little bit and you use your Relapse Rescue Plan, you get back on plan and it's right from
there.

Here's how this works. There is a 100% 14-day money back guarantee. Right now, you sign up
for the Bright Line Eating Boot Camp, and 14 days from now, you will either be pretty stunned,
immersed in having the transformation of your life, or you'll have decided, you know what? This
isn't for me either. It's not the right time or this isn't the right program. I don't want to be doing
this, and you'll be getting 100% of your money back. There is literally zero risk.

Before we close and before you have your final decision to make, I just want to share with you
one more study that we've published. In this study, we looked at about a thousand people who'd
done the Bright Line Eating Boot Camp in the prior year, and we looked at a number of their
psychosocial metrics, and what we found was their number of poor mental health days went
way, way down. Their level of depressed mood went way, way down. Their energy levels went
way, way up, and their feeling of being loved and supported and connected in the world went
way, way up. Their overall happiness and flourishing and quality of life went way way up. What
we did then was we separated people by exactly when they'd done the Bright Line Eating Boot
Camp, and we separated out the people who had done it during April, May, and June of 2020.
Do you remember those months, the months when the ground was shifting under all of our feet
and Covid was descending on all of us, and we were all now shut into our homes? Well, the
people who did the Bright Line Eating Boot Camp then interestingly had all of those same
effects, but even to a greater extent by far, which is kind of mind blowing, right? Because
people's well-being wasn't going off the charts around then. What that shows for you right now
is that doing the Bright Line Eating Boot Camp builds in resilience so that when your life is going
to hell, when things are not good, when you are stressed beyond the beyond, you are able to
access resources that you never had before, and you can flourish through anything.

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Tony:
But in 2005, I got to the point where I weighed 464 pounds, all the things that come with it, the
neuropathy in my feet, the joint pain, pre-diabetes, all that fun stuff. That was my top weight.
Once in a while, I would want to lose some weight. I would lift weights. I would cut down on this
for a while, and then sooner or later I would start doing it again. I would start eating it again and
gain any weight that I lost. I would gain it all back. And then some, I had a friend who this guy
was, he weighed less than me, he was younger than me, and he had a stroke, and I saw myself, I
saw it. I go, that's what's going to happen to me. I'm going to have a stroke. I'm going to have a
heart attack, or I'm going to have both. And this Bright Line Eating, I was just floored because
here's what I saw was I saw this fellowship, but I also found something totally new, and that was
the science. I started to do it, and my life started to change. I had lost 140 something pounds,
about 150 pounds. What I've gotten from Bright Line, Eating is so much more than what I came
in the door for, which I think is true for a lot of people. One of the things Bright Line Eating talks
about is how the cravings are going to go away. And for me, that was true in short order. It's not
about what I'm not doing. It's about me being proactive and doing certain things. I had this whole
wonderful world of food to eat that I didn't have before. Now those are things that I crave.
These things that have been taught to me in Bright Line Eating are now not just theories. Now,
this is kind of who I am. I'm not a miracle. I see it now that what I need to do is to keep doing
these things that got me to this point. I had never dared to dream about being thin. But then
once you get there, then what? Once I was able to get down to where I felt comfortable, then
the things that come with that are confidence. I have gifts to give, not just me either. Some of us
are food addicts, but for the ones who have stuck with it, who really give it a try and not treat it
as just another diet, it's life changing. I mean life changing.

Susan:
I've shared a whole bunch with you now, just a lot of information, and I'm just curious how you
might be feeling right now. Maybe it feels overwhelming. Maybe you feel the charge of the
import of the moment because registration is closing. If you close this browser and go on with
your life, and then later, go to the Bright Line Eating website and register for the Boot Camp. It's
going to be $997. You'll have missed your opportunity to sign up at this discount. I'm thinking
about a conversation I had just yesterday with a group of people who've been doing Bright Line
Eating for years. I mean seven, eight years. They've taken off all their excess weight and they've
kept it off now for years. They all were reminiscing about the moment that they first registered
for the Boot Camp. They said something that surprised me because of how successful they've
been. They each said, categorically, I just didn't think I could do it. I didn't think I could do it. I just
want you to know that if you are thinking, I don't think I can do it, it doesn't matter what you
think. It doesn't matter what you think. It doesn't matter what you feel. It doesn't matter what
you believe, because what matters is what you do. There's one little action that matters. Now,
it's just the click of a button and filling out a registration form and acting as if it might work. I
invite you to trust the people who've done this before you trust the data that we've published.
Trust that this sounds different. It feels different because it is different. Once you register, you'll
be stepping into a container that has got your back. We will be holding your hand, and we will be
guiding you every step of the way. The time is now. The moment is here. Click below. You'll be
going to a little video of me saying, welcome to the Bright Line Eating Boot Camp. I'll see you on
the inside.

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