Imagine getting on a scale that can’t tell you how much you weigh.
Dan Ariely, Duke Professor, and Behavioral Scientist have come up with a product that changes how people manage their weight by completely altering the idea of a scale. Using a smart algorithm based on behavioral science, Dan and his team are cutting out the fat out of weight loss. And, through the app, it makes it sustainable and more of a new habit versus a limited event. Say hello to Shapa.
Not By The Numbers
Dan’s Shapa scale doesn’t tell you what you weigh. Instead, his smart scale called Shapa is connected to your smartphone device. It provides you with color and age information versus weight data.
Most people have weight fluctuation even when you are cutting back on carbs or exercising more. The up and down can drive you crazy as you step on the scale only to be disappointed by the numbers.
But with positive reinforcement through color, you can know that you are doing the right thing and working toward achieving your goal.
Although you might be 42, your age based on your lifestyle data may encourage you by telling you that you are more like a 30-year-old than someone 12 years older.
The smartphone app gives you daily challenges like walking up steps, taking a ten-minute walk around your office or parking lot, reminders about healthy food choices too. With its Alexa integration, you can hear your daily challenges before you get started in the morning. The daily health tips are useful reminders of how small changes in your habits, over a lifetime, can extend the length and quality of your life.
Daily reinforcement of good behavior is a dramatically different approach to weight management than traditional scales. Numbers can lie and can be a disincentive for you to continue.
Back by Data
As cool as the idea is for Shapa, it is backed by data too. Third-party validated studies show that for similar populations, the Shapa users lost on average 5.8 lbs. compared to those who used a traditional scale for 12 weeks.
Three Marketing Inspirations from Shapa
- DIRECT: In selling this direct to consumers, Dan and his team can tell their story so a consumer can understand the total value of their idea. They also get a direct feedback loop.
- ELIMINATION: By taking something away from traditional scales (numbers), the conversation shifts to changing your weight management habits instead of scorekeeping. See Younge Moon’s brilliant book DIFFERENT for more examples of this principle.
- SHIFT THE CONVERSATION: As a behavioral scientist, Dan isn’t entering a red ocean of bloody competitors, selling another scale with a fancy skin. Instead, the conversation shifts to how you can manage your weight through positive reinforcement and replacing bad habits with better ones.
Is it time to get in Shapa? You can learn more about this cool scale and app here.
When you entering a crowded category and eliminate something that everyone else focuses on, you may be swimming in a blue ocean. Need help finding one? I have a speedboat and am ready to take it for a spin with you. Call me at 919 720 0995 or jeffslater@themarketingsage.com
Photo credit: Shapa, all rights reserved
