{"id":17049,"date":"2016-11-18T00:05:46","date_gmt":"2016-11-18T05:05:46","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/disrupt-your-life-with-headspace-meditation-for-the-21st-century\/"},"modified":"2016-11-21T00:34:25","modified_gmt":"2016-11-21T05:34:25","slug":"disrupt-your-life-with-headspace-meditation-for-the-21st-century","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/disrupt-your-life-with-headspace-meditation-for-the-21st-century\/","title":{"rendered":"Disrupt Your Life With Headspace: Meditation for the 21st Century"},"content":{"rendered":"<p style=\"text-align: center\"><iframe loading=\"lazy\" title=\"How the Headspace app works\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/kEpOF7vUymc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Not only has Headspace disrupted the ancient contemplative practice of meditation; it enables users to disrupt themselves by reducing stress and anxiety, improving relationships, and boosting performance at work.<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a> It is a technological solution to our pandemic of burnout fueled by\u2026technology. Headspace makes finding that centered place within as easy as checking Facebook or watching Netflix. As co-founder Andy Puddicombe, a former Tibetan Buddhist monk said, \u201cAll you need to do is to take 10 minutes out a day to step back, to familiarize yourself with the present moment so that you get to experience a greater sense of focus, calm and clarity in your life.\u201d<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a><\/p>\n<p style=\"text-align: center\"><a href=\"#_ftn2\" name=\"_ftnref2\"><iframe loading=\"lazy\" title=\"Andy Puddicombe: All it takes is 10 mindful minutes\" src=\"https:\/\/embed.ted.com\/talks\/andy_puddicombe_all_it_takes_is_10_mindful_minutes\" width=\"640\" height=\"361\" frameborder=\"0\" scrolling=\"no\" webkitAllowFullScreen mozallowfullscreen allowFullScreen><\/iframe><\/a><\/p>\n<p><strong>What is it?<\/strong><\/p>\n<p>Headspace has a freemium business model. Users download the app or sign up on headpace.com. The first 10 guided meditations are free and allow you to experience Puddicombe\u2019s calming British-accented narration. If you want to continue, you can sign up for a paid \u201cgym membership for your mind.\u201d<\/p>\n<p><a href=\"headspace.com\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17109 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-18-at-12.28.18-AM.png\" alt=\"screen-shot-2016-11-18-at-12-28-18-am\" width=\"700\" height=\"308\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-18-at-12.28.18-AM.png 1446w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-18-at-12.28.18-AM-300x132.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-18-at-12.28.18-AM-768x338.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-18-at-12.28.18-AM-1024x450.png 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-18-at-12.28.18-AM-600x264.png 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>Subscriptions include thousands of hours of meditations organized into series including \u201cSport,\u201d \u201cHealth,\u201d \u201cRelationships,\u201d and \u201cPerformance\u201d. Each series has packs of 10-30 meditations around specific topics. For \u201cHealth,\u201d these include cancer, depression, self-esteem, stress, anxiety, sleep and pregnancy. There are also shorter meditations for children and stand-alone \u201csingles\u201d that can be used for everything from meltdowns to fear of flying.<\/p>\n<p>There are currently 10 million users in 160 countries; the percentage of paying users is not public.<a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17633 alignleft\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0471.PNG.png\" alt=\"img_0471-png\" width=\"347\" height=\"618\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0471.PNG.png 719w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0471.PNG-169x300.png 169w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0471.PNG-575x1024.png 575w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0471.PNG-337x600.png 337w\" sizes=\"auto, (max-width: 347px) 100vw, 347px\" \/>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17637 alignright\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0472.PNG.png\" alt=\"img_0472-png\" width=\"347\" height=\"618\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0472.PNG.png 719w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0472.PNG-169x300.png 169w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0472.PNG-575x1024.png 575w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/IMG_0472.PNG-337x600.png 337w\" sizes=\"auto, (max-width: 347px) 100vw, 347px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Gamification<\/strong><\/p>\n<p>To keep users motivated, the first screen on the app is a timeline showcasing completed meditations as well as the next few meditations in their current pack. Key stats are displayed, including the \u201ccurrent run streak,\u201d the number of consecutive days a user has meditated. Awards are earned for achieving milestones, with the holy grail being the \u201c365-days-straight\u201d award. Headspace also integrates with Apple Health, which tracks minutes spent meditating.<br \/>\n<a href=\"http:\/\/www.businessinsider.com\/headspace-meditation-app-2016-8\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" src=\"http:\/\/static2.businessinsider.com\/image\/57b74a8bce38f284328b7b03-1200\/your-packs-are-arranged-in-an-ascending-timeline-with-your-current-pack-at-the-top.jpg\" alt=\"\" width=\"303\" height=\"539\" \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"http:\/\/static1.businessinsider.com\/image\/57b74f13ce38f235008b7d27-1200\/your-profile-page-records-your-stats.jpg\" width=\"617\" height=\"543\" \/><\/a><\/p>\n<p><strong>Corporate Partnerships<\/strong><\/p>\n<p>Goldman Sachs and the Dana-Farber Cancer Institute are among the organizations offering Headspace as an employee benefit. <a href=\"#_ftn4\" name=\"_ftnref4\">[4]<\/a> Last year, Headspace raised $30 million in venture capital to develop a specialized offering for corporate clients.<a href=\"#_ftn5\" name=\"_ftnref5\">[5]<\/a> As companies are increasingly looking to capitalize on the benefits of mindfulness, this has high potential.<\/p>\n<p>Headspace also partners with companies to bring meditation to their customers. Its videos are featured on the Virgin Atlantic inflight entertainment system.<a href=\"#_ftn6\" name=\"_ftnref6\">[6]<\/a> This month, Spotify began offering a bundled subscription with Headspace in Scandinavia at \u20ac5.00 off the cost of purchasing both separately.<a href=\"#_ftn7\" name=\"_ftnref7\">[7]<\/a> Here is a fun collaboration with Selfridges Department Store in the UK.<\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/vimeo.com\/59750863\">https:\/\/vimeo.com\/59750863<\/a><\/p>\n<p><strong>Headspace employs innovative digital strategies to raise awareness about its app:<\/strong><\/p>\n<ul>\n<li>It is active across social media platforms and regularly engages with people who mention the brand. This encourages users to generate virtual word of mouth advertising.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-16959 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-17-at-11.35.39-PM.png\" alt=\"screen-shot-2016-11-17-at-11-35-39-pm\" width=\"383\" height=\"380\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-17-at-11.35.39-PM.png 1072w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-17-at-11.35.39-PM-150x150.png 150w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-17-at-11.35.39-PM-300x297.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-17-at-11.35.39-PM-768x761.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-17-at-11.35.39-PM-1024x1014.png 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-17-at-11.35.39-PM-600x594.png 600w\" sizes=\"auto, (max-width: 383px) 100vw, 383px\" \/><\/p>\n<ul>\n<li>It produced a free podcast called <a href=\"https:\/\/www.headspace.com\/blog\/category\/radio-headspace\/)\">\u201cRadio Headspace\u201d<\/a> on general interest topics related to mindfulness \u2014 a great way to attract new customers.<\/li>\n<li>The founders frequently give interviews to niche sites\/blogs\u00a0(e.g. <a href=\"https:\/\/www.fatherly.com\/mens-health\/mindful-parenting-andy-puddicombe\/\">Fatherly.com<\/a>) and podcasts (e.g <a href=\"http:\/\/fourhourworkweek.com\/2015\/11\/29\/magic-of-mindfulness\/\">Tim Ferris<\/a>). Targeting stressed out audiences and people interested in self-improvement is a great free way to build brand awareness and acquire customers<\/li>\n<\/ul>\n<p><strong>Where should Headspace go?<\/strong><\/p>\n<p><u>Responsiveness\/Personalization<\/u><\/p>\n<p>The founders have suggested a future iteration of the app could serve people the right meditation for any given circumstance based on biofeedback from wearables: &#8220;If your heart rate is elevated we can say, &#8216;Oh hey, why don\u2019t you try a stress single?&#8217;\u201d<a href=\"#_ftn8\" name=\"_ftnref8\">[8]<\/a> They can take this a step further by gauging how users respond to different meditations through building a feedback mechanism that assesses how users are feeling after a meditation so it can gauge what works for different people and personalize offerings.<\/p>\n<p><u>Social<\/u><\/p>\n<p>Headspace has a basic \u201cbuddy system\u201d in which users can keep tabs on the progress of up to five friends who have opted in and send them an encouraging nudge. They could expand this functionality to allow users to find all of their Facebook friends on the platform and allow groups to create challenges and listen to the same meditation concurrently. These network effects created by having more friends engaged on the platform could keep users from falling off the bandwagon and ending their subscriptions. Headspace could also enable users to post automatic social updates from the app letting friends know they are meditating and any achievements they have earned. These would serve as great endorsements for Headspace.<\/p>\n<p><u>Platform<\/u><\/p>\n<p>Headspace could create a platform for third-party guided meditations. This would increase the amount of content, add stylistic diversity, and convert other meditation producers into Headspace evangelists. These producers could be compensated on a per-play basis.<\/p>\n<p><u>Content for Other Apps<\/u><\/p>\n<p>Headspace could allow people to download meditation packs on iTunes and Amazon and stream select meditations on Spotify. This is another way to generate revenue from people who don\u2019t want yet another subscription. And who knows, perhaps they\u2019ll be converted!<\/p>\n<p>&nbsp;<\/p>\n<p>Word count: 797 words<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> Emma Seppala, \u201cHow Meditation Benefits CEOs,\u201d <em>性视界 Business Review<\/em>, December 14, 2015,<a href=\"https:\/\/hbr.org\/2015\/12\/how-meditation-benefits-ceos\"> https:\/\/hbr.org\/2015\/12\/how-meditation-benefits-ceos<\/a>, accessed November 2016.<\/p>\n<p><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> \u201cAndy Puddicombe: All It Takes is 10 Mindful Minute,\u201d TED, filmed November 2012, <a href=\"https:\/\/www.ted.com\/talks\/andy_puddicombe_all_it_takes_is_10_mindful_minutes?language=en\">https:\/\/www.ted.com\/talks\/andy_puddicombe_all_it_takes_is_10_mindful_minutes?language=en<\/a>, accessed November 2016.<\/p>\n<p><a href=\"#_ftnref3\" name=\"_ftn3\">[3]<\/a> Sarah Mahoney, \u201cMainstreaming Mindfulness: Headspace Launches First Ad Campaign,\u201d <em>MediaPost<\/em>, November 2, 2016, <a href=\"http:\/\/www.mediapost.com\/publications\/article\/288185\/mainstreaming-mindfulness-headspace-launches-firs.html\">http:\/\/www.mediapost.com\/publications\/article\/288185\/mainstreaming-mindfulness-headspace-launches-firs.html<\/a>, accessed November 2016.<\/p>\n<p><a href=\"#_ftnref4\" name=\"_ftn4\">[4]<\/a> Lizzie Widdicombe, \u201cThe Higher Life: A Mindfulness Guru for the Tech Set,\u201d <em>The New Yorker<\/em>, July 6, 2015, <a href=\"http:\/\/www.newyorker.com\/magazine\/2015\/07\/06\/the-higher-life\">http:\/\/www.newyorker.com\/magazine\/2015\/07\/06\/the-higher-life<\/a>, accessed November 2016.<\/p>\n<p><a href=\"#_ftnref5\" name=\"_ftn5\">[5]<\/a> Justine Hofherr, \u201c\u2018Mindfulness\u2019 is Coming to the Corporate World in a Big Way, So We Tried it Out,\u201d <em>Boston.com<\/em>, October 13, 2015, <a href=\"https:\/\/www.boston.com\/jobs\/jobs-news\/2015\/10\/13\/mindfulness-is-coming-to-the-corporate-world-in-a-big-way-so-we-tried-it-out\">https:\/\/www.boston.com\/jobs\/jobs-news\/2015\/10\/13\/mindfulness-is-coming-to-the-corporate-world-in-a-big-way-so-we-tried-it-out<\/a>, accessed November 2016.<\/p>\n<p><a href=\"#_ftnref6\" name=\"_ftn6\">[6]<\/a> Andrea Smith, \u201cThis Airline\u2019s Aromatherapy and Mindfulness Additions Aim to Help Banish Jetlag,\u201d<em> Lonely Planet<\/em>, August 3, 2016, <a href=\"http:\/\/www.lonelyplanet.com\/news\/2016\/08\/03\/airline-aromatherapy-banish-jetlag\/\">http:\/\/www.lonelyplanet.com\/news\/2016\/08\/03\/airline-aromatherapy-banish-jetlag\/<\/a>, accessed November 2016.<\/p>\n<p><a href=\"#_ftnref7\" name=\"_ftn7\">[7]<\/a> \u201cSpotify and Headspace Partner to Encourage Meditation and Mindfulness,\u201d Spotify press release, November 3, 2016, <a href=\"https:\/\/press.spotify.com\/my-en\/2016\/11\/03\/spotify-and-headspace-partner-to-encourage-meditation-and-mindfulness\">https:\/\/press.spotify.com\/my-en\/2016\/11\/03\/spotify-and-headspace-partner-to-encourage-meditation-and-mindfulness<\/a>, accessed November 2016.<\/p>\n<p><a href=\"#_ftnref8\" name=\"_ftn8\">[8]<\/a> Bill Barol, \u201cThe Monk and the Mad Man Making Mindfulness For The Masses,\u201d<em> Fast Company<\/em>, January 28, 2015, <a href=\"https:\/\/www.fastcompany.com\/3041402\/body-week\/the-monk-and-the-mad-man-making-mindfulness-for-the-masses\">https:\/\/www.fastcompany.com\/3041402\/body-week\/the-monk-and-the-mad-man-making-mindfulness-for-the-masses<\/a>, accessed November 2016.<\/p>\n<p>&nbsp;<\/p>\n<p>Featured image from www.headspace.com, accessed November 2016.<\/p>\n<p>Timeline and Progress\u00a0screenshots from Richard Feloni, &#8220;I&#8217;ve Used a Meditation App Loved by Wall Streeters and Olympic Athletes Daily for the Past 8 Months, and Now I Can&#8217;t Imagine My Life Without It,&#8221;\u00a0<em>Business Insider<\/em>, Aug 21, 2016,\u00a0<a href=\"http:\/\/www.businessinsider.com\/headspace-meditation-app-2016-8\/\">http:\/\/www.businessinsider.com\/headspace-meditation-app-2016-8\/<\/a>, accessed November 2016.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not only has Headspace disrupted the ancient contemplative practice of meditation; it enables users to disrupt themselves by reducing stress and anxiety, improving relationships, and boosting performance at work.<\/p>\n","protected":false},"author":2268,"featured_media":17111,"comment_status":"open","ping_status":"closed","template":"","categories":[2424,1163,2423,565,2422,2421,629,416,1016],"class_list":["post-17049","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-andy-puddicombe","category-freemium","category-headspace","category-health-and-wellness","category-meditation","category-mindfulness","category-mobile-apps","category-social-media","category-wellness"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/digitization-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Disrupt Your Life With Headspace: Meditation for the 21st Century - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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