"Mine was a little bit simpler. It was trying for a dry January, which I mostly stuck to, though I had a sneaky glass of Prosecco two weeks in. But the point is that a lot of people are setting aspirational goals right now, not just in January, but all year long like you, because increasingly that's what we want to spend our money on, not products or services or even enjoyable experiences, but on bettering ourselves,"
"But our guest today thinks there's a huge business opportunity in helping people not do it themselves through willpower or techniques like the one you just talked about, but through structures that help them transform. So he's talking about everything from health and wellness businesses to nonprofit educational institutions to financial services firms. He wants leaders to start thinking more holistically about what they can do for customers to help them achieve meaningful goals,"
Many consumers increasingly spend on self-improvement rather than products, services, or leisure. People set aspirational goals such as losing weight, learning languages, or writing books and often rely on social pressure or willpower to pursue them. A large business opportunity exists to create structures that guide transformation across health, education, and financial services. Firms can support customers along goal journeys rather than merely selling goods, and can tie payment to customer success. Such models require leaders to think holistically about customer outcomes. Upfront costs and perceived risk present challenges, but outcome-based approaches align incentives and deepen customer relationships.
Read at Harvard Business Review
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