Several of the better- known tech CEOs in San Francisco have asked me at different times for an identical favor: an index card with bullet- point instructions for losing abdominal fat. Each of them made it clear: “Just tell me exactly what to do and I’ll do it.” I gave them all of the necessary tactical advice on one 3"×5" card, knowing in advance what the outcome would be. The success rate was impressive . . . 0%. People suck at following advice. Even the most effective people in the world are terrible at it. There are two reasons: 1. Most people have an insuffi cient reason for action. The pain isn’t painful enough. It’s a nice- to- have, not a must- have. There has been no “Harajuku Moment.” 2. There are no reminders. No consistent tracking = no awareness = no behavioral change. Consistent tracking, even if you I must not fear. Fear is the mindkiller. Fear is the little- death that brings total obliteration. I will face my fear. I will permit it to pass over me and through me. And when it has gone past I will turn the inner eye to see its path. Where the fear has gone there will be nothing. Only I will remain. —Bene Gesserit “Litany Against Fear,” from Frank Herbert’s Dune Ferr_9780307463630_4p_01_r1.indd 36 10/12/10 2:33 PM THE HARAJUKU MOMENT 37 have no knowledge of fat- loss or exercise, will often beat advice from world- class trainers. But what is this all- important “Harajuku Moment”? It’s an epiphany that turns a nice- to- have into a must- have. There is no point in getting started until it happens. It applies to fat- loss as much as strength gain, to endurance as much as sex. No matter how many bullet points and recipes I provide, you will need a Harajuku Moment to fuel the change itself.

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