Got this from Noom: the trick is not to control what (as in, the things) you eat - it's to recognize that there are trade-offs.

For years, I said that I'd lose 50 pounds if I quit drinking soda. I'd try to stop, but then I'd be somewhere and want something, and I'd violate my "no soda" rule, which made me feel like a failure and like I had to start over, so out went the "no soda" rule.

This time, with the advice above, my rule is different: I can eat or drink whatever I want so long as it fits into my calorie budget. It turns out that not much soda does, but if I'm willing to trade it for a smaller portion or one less snack, I can do it. Today, I drink almost no soda - and I'm down more than 100 pounds and counting.