Number one client request: 

I don’t want to count calories, I don’t want to measure my food: neither with a measuring cup nor with a weighing scale. How can I lose weight? 

Answer: 

Since you’ve decided to tie your hands behind your back for a boxing match, the next best strategy is to just run away from certain categories of food. This is far from ideal or healthy. 

Moderation requires measurement. Sugar, ghee, butter and desserts can be a sustainable part of your daily eating. Provided you make an effort to be measured about it. 

And since measurement is out, meet the distant second next best thing: exclusion. 

Rigid rules like no sugar, no fried foods, no eating out, no cheese, no foods that contain xxx type of carbs or xxx type of fat, no stocking certain foods at home or in your fridge. 

I really don’t get why people embrace rigid rules instead of flexible principles. 

Brings to my mind this quote by the always relevant Lee Kuan Yew: 

I have always thought that humanity was animal-like. The Confucian theory was man could be improved, but I'm not sure he can be. He can be trained; he can be disciplined.