I found once I had a goal, I pushed myself a little harder to hit that goal. My first goal was 40 lbs. I started at 340 and just wanted to get out of the 300's. That took 11 weeks to do. I hit that goal but still wasn't happy with where I was at so set another 40 lbs goal. Each goal while big, wasn't extremely hard to achieve. Hard, yes, but not over the top. I hear so many stories about folks wanting to lose 100 lbs or more. Their only goal is 100, nothing else. I also hear about how this is their ump-teenth time doing it. Some folks can set huge goals and meet them. I feel most folks need to set small goals at first to show themselves that they can do it. It feels great to hit goals, trust me. When I saw that scale hit 239.6, it was like that monkey is now off my back. If you have dieted before and can't stick with it, I suggest starting off with a smaller goal. 25-30 lbs is a good starter. Even if that's the only goal you hit, still 30 lbs is still a nice loss. It's just a silly game we need to play with our mind.
Once you get that taste of success, its hard to get that flavor out of your mouth.