During World War II, the US was shipping its beef, pork, and lamb over to allies and to soldiers, and there was a fear that there would be a protein shortage on the home-front.
Try to convince American families to eat organ meats -- beef brains, liver, tripe (stomach), heart, kidneys, pigs feet, and other yummy bits. To determine how exactly to do this, they assembled about 150 researchers from a crazy range of social science fields to figure out the next steps (you can read the declassified "Lost Lessons" below).
One discovery was that it would be easier to convince people to rotate organ meats into their diet once a week than to ask them to do it every day. Don't do it always. Do it for variety.
The first step was to get butchers, reporters, and recipe-makers to stop calling them "organ" meats and to start calling them "variety" meats. Meats you eat to add some variety into your diet -- not because you have to.
People can adopt new foods into their diets, but a gradual approach is more likely to work than an abrupt change. Sadly, abrupt changes are usually what marketers of new products usually unsuccessfully advocate or imply.
Offer your healthy, cool new product as something they can start switching to occasionally. Nobody wants to eat beef brains every night.
Dear Slim by Design Friend,
This past year I’ve been gone on sabbatical and a lot of Slim by Design changes have been implemented in homes, restaurants, and grocery stores in Europe. There are exciting things going on that I’ll be sharing with you, and I’d love to know what you’ve been up to.
I’d really like to hear how Slim by Design has worked for you to either eat better, eat less, or help those around you. Even better, I’d love to hear about the personal changes you've made.
Email any written testimonial you want to firstname.lastname@example.org. If you’re interested, I might also share your experience when I refer to the cool and creative things people have done to (almost) effortlessly change their lives.
If you’re super ambitious (and tech savvy) you can send a short 30 second to 1 minute video of you telling what you’ve done using the principles outlined in Slim by Design and the difference it made. Please send me this video through the website WeTransfer.com.
Here’s how you use WeTransfer (it is completely free!):
All my best,