Uncorking A Story

I had a conversation with an old friend and prospective client last week about a challenge her business is facing—attracting men to use their service. They have a new spokesperson they’ve tapped to help with that effort, but they have no idea what he should be saying to raise interest from guys. So, in the spirit of partnership and wanting to land some new business, I held some Curiosity Conversations with men who wanted to lose weight about their approach to doing so. I call them Curiosity Conversations because I didn’t approach these interviews with a formal discussion guide. Rather, I just followed my nose—my curiosity—to learn all I could from guys who wanted to lose weight. What I found were a number of contradictions: In general, men will first approach weight loss through exercise. They don’t want to talk about diet even though they know it’s a primary component of weight loss. In short, men want to lose weight on their own terms, even if their own terms don’t work effectively. Guys don’t fully und