….there was an idea. Sometimes they come to you in a flash of inspiration; others are as a result of looking for something – a product or service – and not finding it anywhere. The idea for Juice came to me as I paid for lasagne in a café!
I was dieting. Not following any programme as such, but just trying to be conscious of what I was eating. I’d planned to eat a salad that lunch time; in fact I’d convinced myself I WAS going to eat a salad. As I stood in the queue, by the service area, I spotted the lasagne. It’s a weakness I have! What followed was an internal dialogue that went something like this:
Subconscious: (in a Fagin style voice) Mmmmmm, lasagne. You know you like it; it’s your ultimate comfort food. Go one, have some….
Conscious: No. I need the salad.
Subconscious: …… but you WANT the lasagne. Go on; get it! It’ll make you feel good about yourself.
Conscious: No, it won’t. It’ll make me feel good while I’m eating it, but afterwards, I’ll hate myself for it.
Subconscious: No it won’t. I’ll look after you… I always look after you….
I bought the lasagne and hated myself afterwards.
But it got me thinking. Change has to happen internally before it can stand a chance of happening externally. We have to be prepared to change a negative eating habit for a positive one, but how do we go about this? What’s available to help us?
Well there are life coaches and therapists, but they are out of the reach financially for most people. There are popular and affordable self-help books that can give you an objective view of yourself and your habits. There are hundreds of apps that help you count calories, diary your diet, measure nutrition, measure your heartbeat, capture your fitness levels etc.
These are all important throughout the change process, but what actually “kick starts” you? What helps you to effectively fight cravings and give you an armoury to fight the battle of the habit?
So I had this moment of enlightenment. I thought that if you’re fighting a battle, you need support at the moments when the battle is at its most intense; when you are making choice. So I figured, if a system through an app could learn an individual’s habit and capture in detail when they think about their habit (how often they eat or smoke or need to take exercise etc) and at the same time provide the user with the expert advice to enable them to understand and therefore change negative habits for ever, then that would be a useful tool.
Then I thought, that system which now has a detailed timeline of the user’s habit… what if it provided him or her with the ability to recruit their friends and family to support them in their habit change? That would provide real personal, emotionally positive support, right at the moment when the user is making their choices.
I had this image in my mind of me, standing in the queue in the café, battling to be healthy… and then receiving a message from my daughter saying how important it is to her for me to be around and healthy as she grows up. Lump in the throat moment!
So that’s where Juice came from. It’s evolved hugely since that moment, but it remains true to its core idea. Helping people fight their cravings by providing ‘Right on Time’ support from their family and friends.