A hundred cigarettes a day, for more than thirty years, and then nothing at all. Allen Carr (1934 to 2006) was a London accountant with a habit he had failed to break more times than he cared to count, until a hypnotherapy appointment in July 1983 produced an insight that had very little to do with hypnosis: that smokers are not giving up a pleasure, only escaping a trap they were sold.
He turned the idea into The Easy Way to Stop Smoking in 1985, then into clinics, then into an international business. The approach is deliberately contrary. No willpower, no scare tactics, no patches and no counting of days, but instead a patient dismantling of every reason a smoker believes they enjoy it, delivered in the reasonable voice of a man who had been there himself.
He died of lung cancer in 2006, a fact he never asked anyone to look away from, and the Easyway method he founded has carried on since under his name.