The Transformational Consumer Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser

by Nelson, Tara-nicholle

• ISBN13: 9781626568839
• ISBN10: 1626568839
• Format: Hardcover
• Copyright: 2017-03-01
• Publisher: Berrett-Koehler Publishers

Summary

The Transformational Consumer

They are the most valuable, least understood customers of our time. They buy over $4 trillion in life-improving products and services every year. If you serve their deeply human need to continually improve their lives, they will eagerly engage with your brand at a time when most people are tuning out corporate messages.

They are Transformational Consumers, and no one knows them like Tara-Nicholle Nelson. Her Transformational Consumer insights powered her work at MyFitnessPal, which grew from 40 million to 100 million users in her time there.

Nelson takes readers on a hero’s journey to connecting with customers in ways both profitable and transformational. After going inside the brains, emotions, and behaviors of Transformational Consumers, Tara issues a call to adventure: a rallying cry to leaders to shift their focus from simply making products to solving their customers’ problems.

Nelson uses stories and cases studies from every industry to guide readers through this journey in five stages, shedding light on how to rethink their customers, their products and services, their marketing, their competition, and even their culture.

The key to growing a business today is not building an app or getting new social media followers. The key is engaging people over and over again by triggering their deep, human desire for growth and transformation.

When a company reorients every initiative to serve Transformational Consumers, it kick-starts a lifelong love affair with its customers—a love affair that results in unprecedented revenue growth, product innovation, and employee engagement.

Author Biography

Tara-Nicholle Nelson is the founder and CEO of Transformational Consumer Insights. She is the former vice president of marketing for MyFitnessPal, now part of Under Armour, where her teams covered brand, growth, engagement, content and digital/social media, and media relations. She holds a master’s degree in psychology and a juris doctorate from the University of California, Berkeley, and is the board president of City Slicker Farms, a nonprofit food justice organization in West Oakland.

Table of Contents

Contents
PROLOGUE Thirty Years of Transformation vii
INTRODUCTION How to Transcend the Transactional 1
CHΔPTER ONE Meet the Transformational Consumer 12
CHΔPTER TWO Removing Resistance and Triggering Progress 32
CHΔPTER THREE The Hero’s Journey of Your Transformational Consumer 40
CHΔPTER FOUR Your Call to Adventure 54
CHΔPTER FIVE Rethink What You Sell 61
CHΔPTER SIX Rethink Your Customer 80
CHΔPTER SEVEN Rethink Your Marketing 97
CHΔPTER EIGHT Rethink Your Competition 112
CHΔPTER NINE Rethink Your Culture 126
CONCLUSION Transcendence: The Natural State of Things 137
THE TRANSFORMATIONAL CONSUMER SELF-ASSESSMENT
What Do You Need to Rethink First? 141
Notes 143

Acknowledgments 151

Index 153
About the Author 159