1. If the solution is simple, it can't possibly work.
Example - "What do you mean that if I stand up straight and drink more water I can influence my body composition in a positive way? - that's sounds to easy...."
2. If the solution isn't brutally hard, it can't possibly work.
Example - "What do you mean that if I sleep more and eat more quality food, I will see positive results in performance? - I wanted to train like a nut for hours on end and eat like a rabbit."
3. We worship words in books at the expense of reason and logic.
Example - "I read it in a book that all I need to do is completely eliminate (insert villainous food of the moment) and I will (insert goal). "
4. We have lost the guts to question and we hold no one accountable.
Example - I read a book by academic guy/girl about weight loss/training/self-help. Sounds good, except the author looks/sounds like he/she has certainly not practiced what they have preached....but you should, after all, their appearance/demeanor is proof positive of their methodologies efficacy right?