The "New You" Business

All too often fitness centers, medical providers, colleges, and organizations in many other industries seek to distinguish themselves only on the quality, convenience, and experience of what they sell, say the authors. It's not that those things aren't important. But they matter only as means to the ends that people seek. Too many organizations lose sight of this truth. Even when they do promote what they sell in relation to consumers' aspirations, they rarely design solutions that allow people to realize them. Instead, individuals must cobble together what they think they need to achieve their goals-for example, a trainer, a particular diet, and a support network to lose weight. Enterprises should recognize the economic opportunity offered by a transformation business, in which consumers come to them with a desire to improve some fundamental aspect of their lives. Even though we're all filled with hopes, aims, and ambitions, significant change is incredibly hard to accomplish on our own. This article offers an approach to designing a transformation business.