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The Next Trillion Dollar Industry
 The
Next Trillion is a book in which author, Paul Zane Pilzer exposes the truth
about why half the U.S. population is unhealthy and overweight. They are
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.
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