My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Shift from reactive to proactive healthcare and wellness optimization
Timeframe: 5-10 year major shift already underway
What's Changing
Consumer behavior shifting from waiting for health problems to proactively optimizing health and appearance before issues arise
Driving Forces
Influencers like Brian Johnson demonstrating extreme optimization
HIPAA law changes enabling easier medical record access
Improved lab testing infrastructure and convenience
Status symbol shift from partying to wellness
Perceived decline in US food and health systems
Winners
- Comprehensive health testing companies like Function Health
- Concierge medicine providers
- Direct-to-consumer lab testing
- Wellness infrastructure (saunas, cold plunge, etc.)
- Alternative food systems and organic producers
Losers
- Traditional reactive healthcare model
- Insurance-based primary care
- Generic wellness advice and products
- Conventional food system companies
How to Position Yourself
Focus on proactive optimization rather than problem-solving
Emphasize comprehensive testing and personalized plans
Build convenience and concierge-level service
Create community and status around healthy lifestyle
Early Signals to Watch
Example Implementation
“Function Health goes from $0 to $100M revenue in 2-3 years by positioning comprehensive blood testing as proactive optimization rather than medical necessity.”