Noom: Saeju Jeong

Small tweaks in behavior can have a significant impact on personal health and wellness. The book "Nudge" introduced the concept of nudging people towards making better decisions, and Noom, a popular wellness and weight loss app, applies this idea by incorporating small changes into users' daily routines. Initially starting with a failed idea for a stationary bike, Noom founders SJU J and Artem PECO recognized the need for a targeted weight loss app, eventually developing a holistic approach that focuses on food tracking, fitness, stress management, and sleep. Through years of persistence, failures, and different business models, Noom gained traction and now serves tens of millions of people. This success story reminds us that simple adjustments can make a big difference in achieving our health goals.

Academic achievement, particularly in South Korea, is highly valued and seen as a status symbol. The pressure to perform well on standardized exams, such as the SAT, is intense, as students are judged based on their scores. Even the entire country's transportation system is adjusted to ensure students can focus during these exams. For Saeju Jeong, coming from a family of medical professionals, the expectation to become a doctor was preset and the pressure was immense. However, despite studying hard and doing his best, he failed to gain admission into medical school. This setback led him to pursue a different path and study electrical engineering in college. Furthermore, he also had a passion for heavy metal music, showcasing his diverse interests.

Saeju Jeong's love for heavy metal music played a significant role in shaping his life and career. Despite initially facing skepticism from his family, he was lucky to have parents who supported his passion without judgment. This encouragement helped him stay true to his hobby and pursue his interests. When he felt lost in college and realized he didn't want to follow the conventional path of working for a tech company, he took a leap and started a heavy metal record label. Saeju's journey teaches us the importance of embracing our passions, even if they seem unconventional, and having a supportive network of people who believe in us.

Saeju Jeong's experience with buying metal music in Seoul led him to start a business called Buy Hard Productions. Initially, he faced difficulties in purchasing metal music where he grew up and had to rely on importing records. The arrival of the internet and the dot-com era provided Saeju with an opportunity to start an online business selling metal music in South Korea. With the help of his computer nerd friend who created a website, Saeju started selling music to metal listeners in South Korea. The business grew rapidly, but eventually faced challenges that led to its discontinuation. This story highlights the power of recognizing niche markets and capitalizing on technological advancements to create successful businesses.

Life can change unexpectedly and we must learn to adapt and find strength in difficult times. Saeju Jeong's experience of receiving the news of his father's stage-four lung cancer was a heartbreaking moment that completely altered his life. Despite the initial shock and difficulty in digesting the information, Saeju learned the value of treasuring each moment and appreciating the time he had left with his father. This experience shaped his perspective on life and continues to influence him today. Additionally, Saeju's military service provided him with a focused purpose and helped him navigate the challenging aftermath of his father's passing. It serves as a reminder that sometimes unexpected events can unexpectedly provide us with the strength and direction we need to navigate difficult circumstances.

In short, one big takeaway from Saeju Jeong's story is the importance of resilience and adapting to new challenges. Despite facing the tragic loss of his father and being kicked out of his comfort zone, Saeju Jeong used these difficult moments as motivation to become stronger. He realized that his father's words of encouragement were a reminder to not take negative events too personally, but rather to see them as opportunities for growth. This mindset, coupled with his entrepreneurial spirit, led him to success in the music industry and later in his business ventures. Saeju Jeong's journey teaches us that setbacks can serve as catalysts for personal and professional growth if we approach them with determination and an openness to learn.

Sometimes a chance encounter can significantly impact your future. Saeju Jeong, feeling lonely after moving to New York, found solace in calling customer support, simply to speak to another human being. It was during this time that he received an invitation to a party from a distant relative who attended Princeton University. At the party, he met Artem, a Princeton alum who studied computer science. Despite being surrounded by Princeton alumni who showed little interest in him, Saeju noticed Artem's empathy towards him as an immigrant. This connection eventually played a crucial role in Saeju's future. The story serves as a reminder that unexpected encounters can lead to valuable relationships and opportunities.

Meaningful connections can lead to unexpected opportunities and success. Saeju Jeong, an immigrant from Korea, reached out to a tech lead at Google Maps, Guy Raz, out of curiosity and a desire to start a business. Despite language barriers, Guy Raz paid attention to Saeju's context and values, forming a strong connection. This connection not only helped Saeju feel understood and supported but also revealed that Guy Raz was a software developer. This unexpected revelation opened doors for collaboration and growth. It reminds us that genuine connections and empathy can transcend barriers and bring forth new possibilities. Additionally, it highlights the importance of shifting focus from treating illness to preventing it, as Saeju's father's question prompted him to become a leader in healthcare management, emphasizing the need for preventive measures.

The key to success in entrepreneurship lies in building strong, supportive relationships. Saeju Jeong's friendship with Artem played a crucial role in their journey towards starting a business. Through regular hangouts and shared experiences, they formed a bond that enabled them to collaborate effectively and bounce ideas off each other. This friendship also led to valuable insights and opportunities, such as Artem introducing Saeju to the book "Good to Great" by Jim Collins, which awakened a new perspective in him. Additionally, their dedication and hard work, fueled by their joint passion for healthcare, allowed them to launch Work Smart Labs Inc. Their story underscores the importance of finding like-minded individuals who can inspire, motivate, and support you on your entrepreneurial path.

Perseverance and belief in your idea are crucial for success. Saeju Jeong and Artem faced numerous rejections and financial struggles while trying to raise capital for their gamified stationary bike. Despite the challenges, they remained committed to their vision and continued pushing forward. They utilized their networks, sought help from experts, and tested their product at a gym in Queens. The positive feedback and exceptional usage of their prototype validated their idea. Even when investors doubted the market potential and declined to invest, Saeju and Artem remained determined. Their unwavering dedication ultimately led them to success, as they went on to launch a product that would become a competitor for the popular Peloton brand.

The success of the app Cardio Trainer was a result of the team's expertise in software development and their ability to quickly adapt to market trends. They recognized the potential of the Android app store and were one of the first applications available, gaining a competitive advantage. However, despite achieving millions of downloads, the app did not generate revenue as it was free. To address this, they secured venture capital funding and introduced premium services. Yet, the team realized that the app was not fulfilling its mission of improving users' overall health, as the majority were only using it for basic features like step counting. This highlighted the need for a deeper understanding of user behavior and a reevaluation of their business strategy.

Understanding and responding to user needs can lead to successful product innovation. The team behind the fitness app realized that many users were using their product for step counting because they wanted to lose weight. This "aha" moment inspired the team to develop a calorie counting app called Callic. Despite being number one in the fitness and health category, they recognized the need to evolve in order to maintain long-term success. They made the bold decision to retire their existing app and create a new one, confident that a good product would attract users. Their approach paid off, as Callic quickly gained popularity and became a top downloaded application. This highlights the importance of adapting to user demands and continuously innovating to stay ahead in the market.

Noom aims to provide a holistic approach to population health and behavior change. They recognized the need to go beyond simply making an app and instead focused on helping users learn about the four major pillars of nutrition, fitness, stress management, and sleep. Noom understands that adopting a healthy lifestyle and changing behavior can be challenging, so they look for motivated individuals who are fully committed to their mission. They aim to be the guiding light, like the moon, for their users on their journey towards better health. With the high rates of chronic conditions and obesity in the US, Noom draws inspiration from being empathetic teachers who welcome and understand their students' starting points, without judgment.

Weight management is a complex and individualized journey. Many people struggle with motivation and feel held accountable by external factors, which can actually hinder their progress. It is difficult to define how each person will behave or respond to weight loss due to their unique backgrounds and circumstances. Additionally, negative experiences and societal stigmas surrounding weight can make it even harder to achieve success. While personal responsibility plays a role, genetic factors also influence an individual's ability to lose or gain weight. Noom, a weight management app, recognizes the need for a customized approach to help users understand their body and mind, providing personalized guidance and human coaching to improve outcomes. Ultimately, empathetic and tailored support is crucial in this journey.

Noom's success in helping people adopt healthy behaviors was due to their incorporation of psychological support and the decision to abandon their freemium model and ask users to pay for the app. Through a study funded by the National Institutes of Health, Noom learned that psychological support is crucial in overcoming barriers and unlocking a healthy lifestyle. This led them to invest two years in developing a human coach and psychological component. Despite facing significant pressure from investors and losing some people who did not believe in their direction, Noom decided to put a price wall in place to gather higher quality data and build a better product. Ultimately, their focus on psychological support and commitment to their mission paid off, as they successfully transitioned to a subscription service.

The key differentiator of this company, Noom, is its holistic approach to weight loss. Unlike other programs like Jenny Craig or Nutrisystem that mainly focus on providing meals, Noom aims to provide better tools and support for individuals to achieve long-term success. Noom recognizes that weight loss is not solely about dieting or exercise, but rather a holistic lifestyle change. They believe in the power of prevention and emphasize a preventative approach to health. However, in their journey of growth and expansion, Noom faced challenges with their pay system and faced backlash from users. They have since taken steps to improve their customer support and ensure a seamless cancellation process.

Noom's approach to weight loss and nutrition emphasizes guidance and mindfulness over strict diets and restrictions. The app categorizes food into three colors: green for vegetables and fruits, red for meats, proteins, and fats, and yellow for carbohydrates. However, Noom doesn't dictate exactly what users should eat at every meal, as they believe that strict diets create stress and are difficult to sustain. Instead, they aim to guide users in building healthier habits and making mindful choices about their intake, along with incorporating fitness, sleep, and stress management. By focusing on moderation and empowering users to make informed decisions, Noom promotes sustainable weight loss and overall well-being.

The COVID-19 pandemic has highlighted the importance of prioritizing and maintaining good health. With the emphasis on building immunity and staying healthy, many people have actively sought ways to improve their overall well-being. This includes managing chronic conditions and adopting a healthy lifestyle that encompasses both mental and physical health. The co-founder of Noum, Saeju Jeong, who comes from a medical background, recognized the growing trend towards preventative approaches in healthcare. This trend is expected to continue and become even stronger in the future. While luck has played a role in Noum's success, their hard work, dedication, and focus on their mission have been crucial factors.