The Noom dietBy Tom Dougherty
Don’t count Noom as a fad diet. It’s a diet based on beliefs.
My curiosities with diet of-the-moment fad diets has always been strong. Noom is no exception to that, but take away the fad diet moniker.
As a brand strategist, I take stock in anything with the potential to change every day thought patterns. Even if for a short while. Fad diets fit squarely into this system. For a short while, new ideas take root and lifestyle changes occur. At least temporarily.
Because, most times, old patterns traipse back stronger than ever. The weight that was lost is again gained, and then some.
Noom is different because it reaches into your own beliefs in order to change behavior.
Let me explain.
Users generate personalized calorie breakdowns, log health statistics, receive one-on-on coaching from real-life coaches (not bots) and receive daily motivation in the form of quizzes and articles.
But that’s not what makes it different.
Dieting with Noom much akin to brand training
Noom asks users to answer the question, “Why?” It asks you, “What is your reason for dieting?” After that response, it again asks you, “Why?” And then again asks you, “Why?” Eventually you find a core belief that drives your desire for better health. Now, dieting becomes emotionally important.
Noom adopts the Socrates method, which we use in brand training. Its aim is to continually ask questions so certain beliefs or presuppositions are leveraged, making the connection to a brand promise. The goal is for employees to fulfill the brand’s promise in their everyday work life by asking themselves questions about the relationship of the brand to their own duties.
In the case of Noom, the goal is to ask yourself questions so you are emotionally tied to making changes in your eating habits.
It’s succeeding. It has already garnered 45 million users and also boasts over a 77% success rate over an extended period of time. It is also why the company is doubling its staff in 2019.
It seems Noom is more than just another fad.
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