I will NOT deprive myself of the the foods I love, even if they are "bad" for me. In all reality it is only "bad" for me if I eat it in a bad way. Moderation and planning is the key. We can tell ourselves all we want that we aren't going to eat X anymore, but that just isn't realistic.
What ends up happening is, you deprive yourself for so long, then you give in and gorge. However, if you just plan for it in moderation on occasion it becomes less important to you because you are no longer viewing it as a sacrifice.