Knowledge alone is not enough. If it was, no one would smoke, be overweight or eat potato chips.

We’re fat. Fatter than we’ve ever been. America’s future is one in which obesity kills more people than smoking and alcohol.

Everyone’s talking about it. The First Lady is taking on childhood obesity. The Wall Street Journal is explaining how its roots are in our genes. Obesity’s links to processed foods,  portion creep and lack of sleep are being debated.

We’re working longer hours and commuting more. Our jobs have become more sedentary and we can’t find time to exercise. Not to mention the fact that healthy foods are expensive and unhealthy foods are cheap.

So we’ve got some disadvantages. But what about people who have lots of advantages? What about people like Oprah?  She can afford personal trainers and chefs. She has every financial advantage, yet she still struggles with her weight.

It’s tempting to think, “If only I had a personal chef, if only I had a personal trainer, if only I didn’t have to work such long hours.” But when you remove all of the “if onlys” that money can buy, success isn’t inevitable.

Why is it so hard for Oprah? For the same reason it’s so hard for the rest of us. Sometimes we don’t know any better. Sometimes we’re duped by clever marketers (remember Snackwells?)  But most of the time, even though we know better, we still make bad choices. Why?

Knowledge alone is not enough. Decision making is rooted in complex psychology.  It’s a complicated interplay between information, motivation, skills and confidence. Without all four, real behavior change is tough to come by.

Like everyone else, I make bad food and exercise choices. It’s ironic, though, because I work with smart people who make a living as health-inducing puppetmasters. I guess it’s a case of the shoemaker’s children.  Maybe I should walk down the hall and see how they can help me modify some of my unhealthy behaviors.

I’m going to do just that.  As soon as I finish these chips.

Tags: Adherence, Behavioral Insight, Behavioral Science, Obesity Management, Patient Adherence, Patient Engagement