The Transformational Consumer
The Transformational Consumer
Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser
Edition: 1
Pages: 176
Publication Date: 01 March, 2017
Available in all formats
EPUB
ISBN:
9781626568853
PDF
ISBN:
9781626568846
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Millions of consumers are actively seeking to unlock their potential and looking for businesses that can help. Tara-Nicholle Nelson shows companies how to create a two-way love affair with these “transformational consumers.”
The members of a massive and growing customer group are highly engaged with one subject: changing their own behavior to be healthier, wealthier, and wiser. Unlike the average consumer, these people are eager and excited to connect with businesses-if they'll help them make these very difficult changes. Nelson calls these people “transformational consumers.”
This book helps leaders understand these consumers, learn the business of behavior change, and rethink their products, services, marketing, and companies to meet the demands of this hypergrowth, trillion-dollar-plus transformational consumer market. Through revealing examples and case studies, Nelson details seven shifts that businesses must make to engage transformational consumers: change what you sell, change your business model, change how you define “your customer,” change your marketing, change your metrics, change how you define “the competition,” and change your culture. The companies that successfully reorient to reach and engage transformational consumers will escape the problem of disengagement and will continue to thrive, no matter how many new social media channels, distracting apps, or competitors they face.
The members of a massive and growing customer group are highly engaged with one subject: changing their own behavior to be healthier, wealthier, and wiser. Unlike the average consumer, these people are eager and excited to connect with businesses-if they'll help them make these very difficult changes. Nelson calls these people “transformational consumers.”
This book helps leaders understand these consumers, learn the business of behavior change, and rethink their products, services, marketing, and companies to meet the demands of this hypergrowth, trillion-dollar-plus transformational consumer market. Through revealing examples and case studies, Nelson details seven shifts that businesses must make to engage transformational consumers: change what you sell, change your business model, change how you define “your customer,” change your marketing, change your metrics, change how you define “the competition,” and change your culture. The companies that successfully reorient to reach and engage transformational consumers will escape the problem of disengagement and will continue to thrive, no matter how many new social media channels, distracting apps, or competitors they face.
Description
Millions of consumers are actively seeking to unlock their potential and looking for businesses that can help. Tara-Nicholle Nelson shows companies how to create a two-way love affair with these “transformational consumers.”
The members of a massive and growing customer group are highly engaged with one subject: changing their own behavior to be healthier, wealthier, and wiser. Unlike the average consumer, these people are eager and excited to connect with businesses-if they'll help them make these very difficult changes. Nelson calls these people “transformational consumers.”
This book helps leaders understand these consumers, learn the business of behavior change, and rethink their products, services, marketing, and companies to meet the demands of this hypergrowth, trillion-dollar-plus transformational consumer market. Through revealing examples and case studies, Nelson details seven shifts that businesses must make to engage transformational consumers: change what you sell, change your business model, change how you define “your customer,” change your marketing, change your metrics, change how you define “the competition,” and change your culture. The companies that successfully reorient to reach and engage transformational consumers will escape the problem of disengagement and will continue to thrive, no matter how many new social media channels, distracting apps, or competitors they face.
The members of a massive and growing customer group are highly engaged with one subject: changing their own behavior to be healthier, wealthier, and wiser. Unlike the average consumer, these people are eager and excited to connect with businesses-if they'll help them make these very difficult changes. Nelson calls these people “transformational consumers.”
This book helps leaders understand these consumers, learn the business of behavior change, and rethink their products, services, marketing, and companies to meet the demands of this hypergrowth, trillion-dollar-plus transformational consumer market. Through revealing examples and case studies, Nelson details seven shifts that businesses must make to engage transformational consumers: change what you sell, change your business model, change how you define “your customer,” change your marketing, change your metrics, change how you define “the competition,” and change your culture. The companies that successfully reorient to reach and engage transformational consumers will escape the problem of disengagement and will continue to thrive, no matter how many new social media channels, distracting apps, or competitors they face.
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Dedication
- Contents
- Prologue Thirty Years of Transformation
- Introduction How to Transcend the Transactional
- Chapter One Meet the Transformational Consumer
- Chapter Two Removing Resistance and Triggering Progress
- Chapter Three The Hero’s Journey of Your Transformational Consumer
- Chapter Four Your Call to Adventure
- Chapter Five Rethink What You Sell
- Chapter Six Rethink Your Customer
- Chapter Seven Rethink Your Marketing
- Chapter Eight Rethink Your Competition
- Chapter Nine Rethink Your Culture
- Conclusion Transcendence: The Natural State of Things
- The Transformational Consumer Self-Assessment What Do You Need to Rethink First?
- Notes
- Acknowledgments
- Index
- About the Author
Review quote
“Tara Nelson describes a key audience for marketers seeking growth: seek customers (actually, humans) seeking growth as well!”
- Seth Godin, author of Purple Cow
“The Transformational Consumer offers a new lens on two age-old business problems: how to get customers to care about what you sell, and how to get them to come back over and over again. Tara has created a manual for a new way to do business: by sparking a virtuous cycle of transformation for your company and your customers.”
-Pete Flint, founder and former Chairman and CEO, Trulia
“This is not a book about marketing. It's a vision for how businesses can connect with customers at a deep, human level, becoming a regular stop on their everyday life journeys. It reveals how to take the limits off people's lives and build a business with devoted customers in the process.”
-James White, former Chairman, President, and CEO, Jamba Juice; and board member, Conscious Capitalism
“Tara draws upon her vast experience to create a playbook to unlock the power behind the Transformational Consumer to create long-lasting brands and build strong corporate cultures.”
-Jim Stengel, former Global Marketing Officer, Procter & Gamble
“It's easier than ever to get an app, website, and product built. The hard part is getting anyone to care or take notice. Tara completely changes how founders should think about their products and creates a marketing framework that's accessible to all. This is an absolute must-read for anyone in business who wants to create more value for customers. It's changed how I think about my company, from our mission to how we deal with competition."
-Jihan Thompson, former Health Editor, O, The Oprah Magazine, and founder, Swivel Beauty App
“Tara-Nicholle Nelson ups the ante in her new book, The Transformational Consumer, arguing that we should be engaging our customers in a higher purpose, to help them be more effortful and intentional in how they live their lives, to call on their aspirations rather than their addictions. Luckily, that desire already exists; we just have to be willing to meet it.”
- Dylan Schleicher, 800-CEO-READ
“Tara-Nicholle Nelson is a marketing genius who has made it her life's work to translate consumer insights into measurable results. Her latest book…will not only dissect her approach; but more importantly, will provide you with the exact blueprint to reimagine your own marketing.” – Moe Abdou, 33 Voices
“Ingenious new framework…I read a lot of marketing and sales books and this book was one of the most interesting I've read lately and I'm glad I did.” – Douglas Burdett, The Marketing Book Podcast
- Seth Godin, author of Purple Cow
“The Transformational Consumer offers a new lens on two age-old business problems: how to get customers to care about what you sell, and how to get them to come back over and over again. Tara has created a manual for a new way to do business: by sparking a virtuous cycle of transformation for your company and your customers.”
-Pete Flint, founder and former Chairman and CEO, Trulia
“This is not a book about marketing. It's a vision for how businesses can connect with customers at a deep, human level, becoming a regular stop on their everyday life journeys. It reveals how to take the limits off people's lives and build a business with devoted customers in the process.”
-James White, former Chairman, President, and CEO, Jamba Juice; and board member, Conscious Capitalism
“Tara draws upon her vast experience to create a playbook to unlock the power behind the Transformational Consumer to create long-lasting brands and build strong corporate cultures.”
-Jim Stengel, former Global Marketing Officer, Procter & Gamble
“It's easier than ever to get an app, website, and product built. The hard part is getting anyone to care or take notice. Tara completely changes how founders should think about their products and creates a marketing framework that's accessible to all. This is an absolute must-read for anyone in business who wants to create more value for customers. It's changed how I think about my company, from our mission to how we deal with competition."
-Jihan Thompson, former Health Editor, O, The Oprah Magazine, and founder, Swivel Beauty App
“Tara-Nicholle Nelson ups the ante in her new book, The Transformational Consumer, arguing that we should be engaging our customers in a higher purpose, to help them be more effortful and intentional in how they live their lives, to call on their aspirations rather than their addictions. Luckily, that desire already exists; we just have to be willing to meet it.”
- Dylan Schleicher, 800-CEO-READ
“Tara-Nicholle Nelson is a marketing genius who has made it her life's work to translate consumer insights into measurable results. Her latest book…will not only dissect her approach; but more importantly, will provide you with the exact blueprint to reimagine your own marketing.” – Moe Abdou, 33 Voices
“Ingenious new framework…I read a lot of marketing and sales books and this book was one of the most interesting I've read lately and I'm glad I did.” – Douglas Burdett, The Marketing Book Podcast
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