Did you know that the cigarette brand Lucky Strike tried to sell their product based on weight loss?
"Who cares about my throat cancer honey, look, I can fit through the gap in this fence."
The thing is, they sold a shit-tonne... until they didn't.
Because you don't know what you don't know.
If someone seems authoritative, is confident in their pitch and has "proof" that other people did it, you will listen.
We hope that the person is right. We hope it's as easy as they say. But we really know it's not.
What we aren't immediately aware of is the behaviour costs that's associated with anything we do.
When you sign up for a gym membership are you really aware that you have to make time to get to the gym and back. Get that sitter in place.
That you have to prepare for muscle soreness and the initial tiredness spell for the first few weeks.
If you go on a caloric deficit, are you prepared for the headaches, the withdrawals, the cravings. The time it takes to prepare food. Cuts to your fun-spending so you can buy quality food.
Last year, during the Spartan Race, most of us didn't realize what we were in for. That to do it well, you have to train hills, hills and more hills on top of really weird strength training exercises.
You don't know what you don't know... until you do.
So it doesn't matter if you're just getting back to exercise or if you can do 10-20 push-ups, 5 pull-ups and know you should be doing a Spartan Race.
The fact is you now know what you didn't know.
So the real question is, what you gonna do about it?
