It's been really interesting to me, discovering just how little control we have as humans if we're not vigilant. Your mind works so hard to rationalize cravings or urges, and it feels like you're thinking normally. For me, it's helpful to step back and look at those cravings for what they are: Biological responses. Your body loves to store fat and loves efficient sources of energy (carbs, sugar), and it will chemically infect your mind like Wormtongue to make it make sense to you to continue eating poorly. You'll find yourself thinking, "Well, I could start tomorrow" or "I deserve a cheat day right now, one day into my diet, right?", and in that moment it will seem totally reasonable. Afterward, the truth sets in. The craving is satisfied, and then the self-loathing comes in. But that wasn't you thinking, that was your body and its insidious cravings.

The simple truth is, you CAN overcome those urges. I've given into them countless times, and let me tell you, the times that I didn't were so immensely rewarding, it becomes self-reinforcing. I remember how good it felt to overcome that craving and how in control I felt, and that gives me additional strength to resist new ones. As well, I remember how awful it feels to give in, and how it has never, ever felt worth it to me to eat ice cream or a donut or, y'know, whatever. And then the longer you do it, the more your body will acclimate to your lifestyle choices. Your body will start to learn where it gets its energy from, and your reward centers will adjust. One day you'll walk by the pastry section at the supermarket and realize you have not even the vaguest craving to buy anything there.

Stay strong. Believe that you can do it, because you can. Pat yourself on the back for every single good choice you make, and remember how it feels to make bad ones. Develop habits, let your body adjust.