In the world of online shopping, businesses are always sniffing out the next big thing. But what happens when you build a company entirely around something people don’t want anyway?

Maybe you sell gym memberships. Perhaps you provide tax services or software to help people manage their money. What happens, then?

The problem isn’t that people don’t want to get fit and keep their finances under control; the problem is that most prefer Ben & Jerry’s and shopping marathons.

So, how can you get around this part of human nature and successfully market your products and services?

Temptation bundling.