If there's an industry that has fantastic potential for success, it's the wellness industry. And it deserves all its credit. Below are some of the practices that I believe generate the most win-win opportunities.
Focus on People, not Technology
I talked once with a friend about an exciting tech tool that helped me not feel overwhelmed with so many work tasks. He immediately asked me to teach him how to use it. I politely replied, "Why do you think you need this app?" He answered, "Because you said it's cool."
Of course, I knew this man had outstanding time management skills and could remember everything he had to do on his workday and when he needed to start each task. He only used a tiny notebook and his memory.
After our brief discussion, he realized that to start using the app, he would need to spend precious time and energy to master the learning curve and that the whole thing wouldn't help him progress towards the goals he had for the moment. He would be working to solve a problem he didn't have.
Sometimes simple solutions with low technology are the best option—both for companies and people.
Hire Year Round and Bring In the Right People
Companies don't exist solely; you can't touch them or hug them. They are founded and run by people. If a company doesn't have people with good intentions inside from day one, it's in trouble. I've written some articles covering this topic. You can find them on my LinkedIn profile.
Therefore, to have a smart hiring process in place should be a top priority. Make it or break it.
Remember that people learn more observing what leaders do than by what they preach. Clients will learn more about a company by observing how it behaves in difficult, challenging situations.
Don't Sell Wellness
Wellness is an elusive concept. How do you know you're healthy, that you're preventing illness and prolonging your life. How do you know that your mind and body are working better now than before you bought a wellness product?
Some people indeed have such a command of their body and mind awareness that they can acknowledge improvements and setbacks that happen to them. But for most people, when you start talking about reducing screen time and relying less on apps, it's difficult for them to connect changing those behaviors to improving their overall quality of life.
The solution is to turn the approach upside-down.
Instead of talking about changing someone's behavior (the need to reduce screen time, for example), start by talking about what kind of change they want in their lives.
A wellness company needs to finger out the answer to a simple question. "What is essential for people right now?"
Using this approach makes it much easier for people to understand and value a wellness company's impact.
Inclusion and Diversity In the House (and Outside Too)
Inclusion and diversity should be on the must-do list for any company in 2020. But some companies are still not taking it seriously, so here it goes: Companies need to be inclusive and embrace the diversity of gender, religion, and whatever else nonsense bias.
Even if you intend to offer your product at a premium price, you should invest time exploring options that allow your services to become more accessible to minorities and people who need them and can't afford to pay the full price.
You don't need to change your target audience or risk not being profitable. I'm afraid you'll need to give up being selfish and unkind to people, though. But I very much doubt you have these intentions because you wouldn't be working in this industry after all.
Communication and Reality Check
If your using terminology and phrases that repeat a stereotyped view of the world when communicating with clients, you have zero chance of people listening to you. Theorizing about wellness has little to do with reality. Let me state it more clearly.
It doesn't matter if you just delivered a killer workshop about how to avoid zoom fatigue if 70% of your audience lost their jobs in the current economic crisis.
People need first to have food and shelter. Besides, if they don't have proper medical and mental attention to take care of themselves, how can they possibly think about preventing illness and how to prolong their lives? Losing track of reality is a dangerous path for a wellness company. Keep in mind that wellness is still a luxury item for many worldwide, which is why it's so important to create opportunities to give back to people in need and not make it all about people's money.