Get Your Business in the Blue Zone
by Lisa Nirell, EnergizeGrowth LLC
March 27 marked our final week in Tucson, Arizona. We took a work/play retreat to escape the rugged Oregon winter. While I was pouring tea and glancing out the patio doors towards the Santa Catalina mountains, I kept one ear attentive towards the "Good Morning America" news show. I was really glad I did. My morning "fog" lifted immediately. I was guided to a resource that I HAD to tell you about.
Broadcaster Robin Roberts interviewed Dan Buettner, a researcher and best selling author of "he Blue Zone."
Dan's five year assignment, funded by the National Institutes on Aging and National Geographic, has been a passionate quest to find what societies enjoyed the best health, happiness, and longevity.
And he is bound and determined to meet this promise: by practicing the habits of societies in far-off places such as Okinawa, Japan and Nicoya, Costa Rica, he posits that Americans can add up to 14 "good years" to their lives.
The results are not as impressive as the way in which Dan communicates his passion.
Just stop reading for a moment, and visit www.bluezones.com www.bluezones.com . You will see what I mean.
Then come back here.
OK, so what did you notice?
Here is what makes bluezones.com one of the most well-executed "knowledge business models" I have seen in MONTHS. (And I read 1-2 hours a day in search of great business models!)Dan has selected a topic that aging baby boomers and lifelong learners (like me!) care about and invest in.
He knows his market, and his website focuses on a topic that often borders on obsession: maximizing human longevity and happiness. This audience is relentless in their search for knowledge, and they're willing to pay for it.
The website implies that Dan runs with a tribe of experts.
He cites the National Institutes on Aging and National Geographic as two of his "investors." He mentions media outlets everyone recognizes: CNN's Anderson Cooper, ABC Nightly News, and Good Morning America.
You are immediately invited to complete a 2 minute "Vitality Compass" survey.
It made me want to linger on the site and take a test ride. Among other things, this survey allows you to determine your actual age, projects your life span, and suggests ways to extend your life. After they cleverly capture your email address, they allow you to take the survey. It's intriguing.
You find scores of information-laden articles about unlocking the secrets to healthier, more fulfilling lives.
It makes you want to return to the site, and it made me think, "Hey, this guy seems to be pretty credible! I might even want to tell my friends about this."The site promotes Dan's speaking engagements, "education through exploration" programs, and books.
But it goes beyond that.
It oozes commitment and passion for our next generation. Dan's company, Quest Network, dedicates resources to educating children on leading healthy lives. Its Blue Zones Programs encourage children to explore, question, and act. Does your company express that level of purpose in all of its messages?
The site is dripping with opportunities to socialize.
Within the first 30 seconds of visiting the site, I found four ways you can communicate within the Quest tribe. This included an e-newsletter, a blog, a members-only community, and an option to leave comments about the free articles.
One box even told me how many guests and members are currently online. "Hey, wait for me! I want to belong to this group!" (that's how I initially reacted, anyway).
These six strategies will ensure many book sales of "The Blue Zone" and higher fees to fuel Quest's mission. And they are well-deserved.
If you just incorporate one of these strategies into your business, what would be possible? How much additional life would you pour into your organization and your client base?
We'll see you (and your business) in The Blue Zone!
About the Author:
Lisa Nirell is the "Chief Energy Officer" of EnergizeGrowth LLC, a consulting firm that helps leaders reach their valuation potential by attracting a steady stream of ideal clients. Her clients have included Microsoft, MorganStanley, Reuters, IBM, and hundreds of entrepreneurs.