Have you ever considered that there are a bunch of companies and industries where the main focus of their business is on their customers actually failing. That is, they post growth and profits when their customer base doesn’t benefit from their product or service.
Scary thought that.
It had never occurred to me before. But consider the weight loss industry and businesses operating in this field. They benefit if you do not lose weight. Or at least when you put it straight back on again once you have lost it. Because if you don’t succeed you will come back for more diet pills, diet books, plastic surgery, fad diets, motivational seminars, personal coaches, health gym contracts and the list of businesses feeding off this industry is endless.
They all make money on the fact that you can’t do it on your own. You can’t do exercise, you can’t control your appetite, you can’t get rid of the pounds and so the list goes on.
And they depend very much on this fact that you are dependent.
For instance Weight Watchers sells contracts to it’s members. They throw in a few nutritional well balanced diet books as the membership benefit plus a team leader who runs the weekly meetings and is there to encourage the folk in the group to get rid of the weight. Team leader gets a few Dollars as commission, the area leader gets some Dollars in commission and so it goes up the food chain. Pyramid scheme, almost.
What it does depend on is that people don’t take control over what they put into their mouths or what other pursuits they undertake to keep their bodies balanced and healthy. They depend on failure. They depend on you as the human being to hand over responsibility of your body to somebody else. After all, by joining Weight Watcher (and of course there are a bunch of others too) you are admitting defeat. You can’t do it yourself.
Then there is an entire industry that is supporting this world. Clothes that only look good on skeletal models. An advertising industry that promotes thin is beautiful. Have you ever seen a slightly plumper looking person -in other words normal one – advertising a cellphone, washing powder, sanitary pads, orange juice or motor vehicles to mention a few of the TV ads that are pushed down our throats.
So we buy into thin is beautiful. But to be as thin as the role models in advertising we have to give up food all together. This brings me back to the opening idea. We are going to fail. Because there is no way we can be as thin as the models we see every day on TV, online news portals, in between YouTube videos, in print, on billboards. In fact they are everywhere. Reminding us that only thin is worthy.
So if you want a business idea that will be a success, sell a product or service that depends on somebody to fail. The diet industry has certainly worked this one out. So has the motivational and self-development industry. The health gyms that sell you a one year contract at the beginning of the year knowing full well you won’t last past February know all about it. How do you think they can sell you a life time contract for next to nothing. They are not going to see you your entire life time. And the list goes on.
As a business model, selling failure is for the win.