The Transformational Consumer
Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser
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 drive 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.
Transformational Consumers view life as a series of projects to get healthier, wealthier, and wiser. Their loyalty to a brand is directly proportional to how much it helps them change. Nelson's understanding of Transformational Consumers powered her work at MyFitnessPal, which grew from 40 million to 100 million users in her two years as vice president of marketing.
Nelson argues that the key to growth for companies today is not building an app or getting new social media followers but engaging people over and over again by triggering their deep desire for growth and unlocking new possibilities. This is an approach any company can adopt. Nelson walks readers through a five-stage process to make this shift, inspiring readers to rethink their customers, their products and services, their marketing, their competition, and even their culture. The book features stories and case studies from transformational companies on every stage of the journey and in a surprising variety of industries.
When a company reorients every team and 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. "
