For the first time in about 15 years, I’m on a diet.
This diet is loud, proud, and unashamed of what it us. Unlike the “cleanses” and “detoxes” I’ve undertaken in the past decade, this time I’m happy to call it what it is. Last night my friend offered me some pizza, and I just looked at him with disdain. “You know I’m on a diet”.
My open acceptance of my current diet was spurred on by an office weight loss challenge as part of DietBet, a website/app that runs “games”, challenging participants to lose a set percent of their body weight by a specific date. In our challenge, each player puts down $30 that they will lose 4% of their body weight in 4 weeks. All weigh-ins are private and digital, using code words of the day and pictures taken in mirrors to ensure that players aren’t cheating. By the final weigh-in, if you haven’t lost the weight, you get no money back – and those who have lost it get to split the pot.
How is DietBet getting away with encouraging dieting-out-loud, in this era of love-your-body and holistic wellness? They’re able to safely break the rules by tapping into some of the existing mega trends of the moment:
- It’s completely curated by and for the person. There are no rules, no pace you have to follow, no regimented food lists or exercise plans. Each player has to decide how they want to play the game.
- It’s also self-motivated. No one is checking in on you or pushing you (except the “Daily Carrot” emails); players have to push themselves to the finish line.
- On the other hand, it leverages the power of social, encouraging folks to share their experiences and empower each other with motivation.
- It challenges players to create stakes, betting real money on tangible results – raising the importance of the challenge for each player.
- It also gamifies the challenge, with titles and prizes for inviting friends and weighing in.
By leveraging these trends, DietBet is making it okay to diet again, and, for me, it’s certainly taking some of the shame away from “diet”. At least now I can tell it like it is – to my friends, and to myself. Plus, I’m well on my way to my goal!
How can your category break some of its “rules” by tapping into current beliefs and trends?
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