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 In The Next Trillion, Pilzer
exposes the truth about why half the U.S. population is unhealthy and
overweight: Americans have become caught between
the economic interests of the trillion-dollar food industry and the
trillion-dollar healthcare or "sickness" industry.
In analyzing these two gigantic
industrial complexes, Pilzer focuses on an emerging "wellness"
industry that will soon occupy an additional one-seventh, or "next
trillion," of the economy—an industry ripe with entrepreneurial
opportunities that will eclipse those of today’s Internet-based companies.
In The Next Trillion, Pilzer
explains why consumers will turn away from consuming more material goods and
instead seek to achieve internal self-improvement—healthier foods, vitamins,
nutritional supplements and fitness programs—and why consumers will create a
virtually limitless and sustained demand for wellness-based products.
Many of the products that will take
this new industry from a few billion dollars to a few trillion are still in the laboratory. Yet, as Pilzer explains,
the greatest entrepreneurial opportunities will be in distributing rather than
in manufacturing wellness products and services.
The Next Trillion is
for businesspeople and consumers wanting to control where one-seventh of their
earnings go every year. It is important for anyone who’s ever tried to control
their weight or maximize their health, or for anyone working in today's
healthcare industry. And it is a critical must-read for entrepreneurs who want
to know where the greatest opportunities lie ahead in the next two decades.
Above all, The Next Trillion offers
an exhilarating vision of health and fitness—true wellness that is far more
than skin deep. |