Paul McKenna opens by arguing that conventional willpower-based dieting approaches often fail because they don't address subconscious eating patterns and associations, proposing hypnotic and psychological reprogramming techniques as an alternative approach.

Why McKenna frames conventional dieting this way:

• Conventional dieting typically relies on conscious willpower to resist ingrained eating patterns and associations, an approach McKenna argues frequently fails against deeply ingrained subconscious patterns
• McKenna's approach, drawing on his hypnotherapy background, proposes addressing these underlying subconscious patterns directly rather than relying primarily on conscious willpower resistance
• This framing distinguishes the book's approach from more conventional calorie-counting or restriction-based diet books

This opening establishes the book's distinctive psychological/hypnotic approach, distinguishing it from more conventional willpower-based dieting guidance.