Disclaimer: I am biased. I am a huge fan of Robb Wolf and the Paleo Solution lifestyle. I have been using Robb’s program (combined with Wendler’s 5/3/1) for about 7 months and have lost between 15-20 pounds. The thing works. That said, let’s look at the many marketing insights that can be gained.
For the uninitiated, the Paleo Solution Diet (affiliate link) is a book and lifestyle program created by Robb Wolf, a biochemist turned personal trainer/blogger/nutritionist. Robb proposes that we need to live more like our ancestors, including eating high protein, moderate fat diets mixed with a fair amount locally grown often season vegetable (and a tiny amount of fruit). Lift heavy things. Walk. Sprint occasionally. Get a fair amount of sleep. That’s really all there is to it.
The program is simple, effective and actually produces long-term results. And here’s the kicker – Robb’s program basically flies in the face of most of what we are being sold via magazines, television, the USDA, anti-evolution groups, and many others. Despite the opposition to his work, the whole Paleo thing is catching on.
Here are 8 marketing takeaways:
1. Start with a killer product
The Paleo Solution is a simple, yet powerful lifestyle that can help you get control over your weight, longevity and happiness. Unlike so many fad diets, Robb has built a program that is helping a whole bunch of people. Like it or not, this is one of the most important things that any business or entrepreneur can learn from. You must begin with a killer product or service.
So many businesses try to sell (and often do a great job of it) less less than perfect products. Though this can lead to short-term gains, this is a stupid thing to do if you are hoping to build trust and affection with your buyers.
2. Keep it simple
We like things that are easy to learn and use. Take the iPod as a perfect example. When the team at Apple developed the iPod, there were dozens of other MP3 players on the market. Creative Labs was one of the most powerful portable audio players on the scene. Steve Jobs understood that if he could launch a product that was easier to use and more accessible to the majority of us, his company could win. The rest is history.
Robb Wolf has accomplished something similar with the Paleo Solution. The program is simple. There are no tricks; no magic supplements; no marathon gym sessions. It is 3 meals a day (with the right foods). It is about basic exercise (lifting heavy things, walking, a little sprinting). It is about getting lots of good sleep.
Simple wins.
3. Don’t get overly fancy with the name
The Paleo Solution says it all. It is a diet based on how we ate long before modern agriculture came along. It is was it says it is and this is a lesson that many of us marketers need to learn from. It is easy to get hooked on being overly creative with the name, but the result of overly fancy or abstract names is typically confused customers.
4. Prototyping works
Robb lives what he preaches. Just take a listen to any of his podcasts. The guy is incredibly knowledgable about evolutionary biology and nutrition. But what makes his work so fascinating is his willingness to apply everything he learns to his own life.
Through years of trial and error, Robb has figured out what works and how best to utilize his ideas in a number of different ways. The cool thing about this approach is that it mimics the same approach that many marketers, programers and entrepreneurs use to figure out great solutions to so many interesting challenges.
5. Trial matters
Robb has a simple deal to make with his readers and podcast listeners – if you are skeptical, just give it a try for 30 days and see if you feel, act and perform better. Done deal and the result is many happy people who then convert to being promoters of the Paleo Solution.
6. Social media is the ultimate leverage
Robb has a fascinating approach to his passion. He tries things. Talks about them and shares his ideas. Then he challenges people to be better by applying the ideas. Then he gets out of the way and lets things take their natural course.
Because Robb has created a great solution and people are getting results, people are talking. Check out Facebook, Twitter, Google Plus and many other social networks. Robb’s fans love him and they have helped the Paleo Solution gain in popularity against some pretty tough odds.
Robb is also pretty good at social media. He runs a great blog, dabbles in Twitter, and has been podcasting for a number of years now. He has made himself and his ideas accessible to people worldwide. The combination of Robb’s willingness to open up online and for his fans to support him online as well have accelerated his ability to spread the word about his product.
7. Care about your core consumer
Robb is a passionate guy and he sacrifices a ton of his time trying to help people. Again, I would point you to his podcasts where each week he answers a ton of questions. He doesn’t receive any money for doing this. He is simply trying to help people out and spread the word about an approach to life that can help millions of people. But not everyone loves Robb and his work.
Robb has his share of detractors. There are a ton of people out there that 1) just don’t buy into evolution, 2) are trying hard to protect their own financial interests against Robb’s common sense approach, 3) would rather have you not lose faith in our long-held beliefs. There are a number of rather powerful and influential people and organizations that stand to lose a ton of money and credibility if they were to admit that Robb is onto something.
Regardless of the resistance, he pushes on and does his best to get a few people at a time to try the Paleo Solution. Little by little, he is continuing to make progress.
8. Understand that you can please everyone
Here is one of the toughest lessons for anyone to learn, whether they are big businesses or just well-meaning individuals. As you get really good at something or when you develop an amazing product that people love, it is inevitable that a segment of the population is going to hate you. All you can do is see it, accept it and move on.
Author’s Note
It is important to note that Robb is far from the only person working on the Paleo concept. Robb’s mentor, Dr. Loren Cordain was one of the first people that understood the evolutionary approach to living and nutrition. Over the last 5-10 years, a growing cast of scientists, doctors, and nutritionists have joined in the movement.
