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Great Sales Challenges of the New Millenium
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The Weight Loss Guru: The Early Years of Jenny Craig
When Jenny Craig had her second child, she was thrilled. That excitement, however, quickly turned to depression when the weight she had gained during the pregnancy refused to go away. But Craig was not one to sit and while away her time being depressed. Instead, she decided to do something. Not only did she lose her own excess weight, but she created a business empire in the process. Today, with over 650 centres around the world, Jenny Craig Inc. has become one of the largest and most recognized companies in the weight management industry.

Lesson #2: Why Offer Just A Product Or Service When You Can Offer Both?
Although most of Craig’s previous experience had been in gyms and fitness centres, that is not what her company was about. While there was indeed a fitness element to her weight loss program, Craig designed her company around a belief that losing weight required more than just exercise. That is why Jenny Craig centres do not only help their clients establish a workout regimen, but also provide advisory and motivational services. And, in one of her greatest coups, Craig introduced her own prepared foods.

Lesson #3: Make Your Product As Personal As Possible
Jenny Craig’s success did not lie just in the fact that the program combined athletic activity with its own prepared foods. Craig had a secret that kept customers coming back for more. If all her years in the industry had taught her one thing, it was this: the road to weight loss was a difficult one and people needed all the support they could get along the way. To that end, Craig made it her number one priority to engage her clients, making the program as interactive and supportive as possible to keep them motivated and paying!
Lesson #4: Persevere and Push Through Your Problems
“[My husband] always tells me that I'm the most unrelenting person he's ever met, and it's true,” says Craig. “If I make a commitment to something I will stick to it no matter what.” From losing weight, to starting her own business, to coping with a freak accident, Craig has proven that with perseverance anything is possible.

Lesson #5: Use Training To Keep Your Company Current
One of the reasons why Jenny Craig’s weight loss program has always been at the forefront of the industry is because is has always been at the forefront of new research and training. From its initial inception, Craig wanted to make sure that her company had not only the most highly skilled staff on board, but that their program was informed by the most current weight loss trends. To that end, employee training became a crucial component of Jenny Craig.

Changing Lives One At A Time: How Jenny Craig Made Millions By Helping Millions of Others
“I can’t wait for tomorrow,” says Craig. “You can do anything and be anything you want.” In starting up a company that helped others conquer their weight issues, Craig did exactly what she wanted to do. She just happened to make millions of dollars along the way, too. How did this one-time overweight mother of two become not only a successful entrepreneur but also the hero of millions of people around the world?

Lesson #2: “I watch and learn. And I’m still watching and learning.”
Armed with both a Bachelor of Engineering and an MBA, Wilson has taken his fair share of educational courses, but the one he found the most valuable was one called “Consumer and Buyer Behaviour”. “It helped me understand things like product differentiation,” says Wilson, “how to make marketing memorable; advertising; the impact of brand logo and positioning, and post-purchase dissonance.”
Lesson #3: “Think outside the job market”
As a student at the University of Saskatchewan, Wilson took a life-changing outdoor survival skills training course in western Canada. It was as far removed from the insides of his business school classrooms as he could get, but today Wilson considers it nonetheless just as important for his business success.

Lesson #4: “My hope is to the see the benefits of my labour spread out in the community”
Perhaps it is the fact that his mother was a social worker who opened Wilson’s childhood house to anyone that needed it. Or, perhaps it is the fact that he survived an advanced case of prostate cancer in his early 40s. Whatever the reason, Wilson has committed much of his adult life to giving away much of the money he has worked so hard to make to a wide range of charities.

The Dragon Makes Nice: How Wilson Made His Money – And Then Gave It Away
In 1997, before Wilson had become something of a household name thanks to his appearance on CBC’s Dragon’s Den, he had already been ranked one of Canada’s Top 40 Under 40. Now in his 50’s, Wilson could surely sweep the title for this decade as well. How did this small town Prairie boy make it in the world of big business – and with a big heart to match?
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