{"product_id":"the-transformational-consumer-isbn-9781626568839","title":"The Transformational Consumer","description":"\u003cb\u003eThe Transformational Consumer\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003e\u003cbr\u003e 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.\u003cbr\u003e\u003cbr\u003e 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.Contents \u003cbr\u003e \u003cb\u003ePROLOGUE \u003c\/b\u003eThirty Years of Transformation vii \u003cbr\u003e \u003cb\u003eINTRODUCTION \u003c\/b\u003eHow to Transcend the Transactional 1\u003cbr\u003e \u003cb\u003eCHΔPTER ONE \u003c\/b\u003eMeet the Transformational Consumer 12\u003cbr\u003e \u003cb\u003eCHΔPTER TWO \u003c\/b\u003eRemoving Resistance and Triggering Progress 32 \u003cbr\u003e \u003cb\u003eCHΔPTER THREE \u003c\/b\u003eThe Hero’s Journey of Your Transformational Consumer 40 \u003cbr\u003e \u003cb\u003eCHΔPTER FOUR \u003c\/b\u003eYour Call to Adventure 54 \u003cbr\u003e \u003cb\u003eCHΔPTER FIVE \u003c\/b\u003eRethink What You Sell 61 \u003cbr\u003e \u003cb\u003eCHΔPTER SIX \u003c\/b\u003eRethink Your Customer 80 \u003cbr\u003e \u003cb\u003eCHΔPTER SEVEN \u003c\/b\u003eRethink Your Marketing 97 \u003cbr\u003e \u003cb\u003eCHΔPTER EIGHT \u003c\/b\u003eRethink Your Competition 112 \u003cbr\u003e \u003cb\u003eCHΔPTER NINE \u003c\/b\u003eRethink Your Culture 126 \u003cbr\u003e \u003cb\u003eCONCLUSION \u003c\/b\u003eTranscendence: The Natural State of Things 137 \u003cbr\u003e \u003cb\u003eTHE TRANSFORMATIONAL CONSUMER SELF-ASSESSMENT \u003c\/b\u003e\u003cbr\u003e What Do You Need to Rethink First? 141 \u003cbr\u003e Notes 143\u2028\u003cbr\u003e Acknowledgments 151\u2028\u003cbr\u003e Index 153 \u003cbr\u003e About the Author 159“Tara Nelson describes a key audience for marketers seeking growth: seek customers (actually, humans) seeking growth as well!” \u003cbr\u003e \u003cb\u003e\u003ci\u003e- Seth Godin, author of Purple Cow\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e “\u003ci\u003eThe Transformational Consumer\u003c\/i\u003e 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.” \u003cbr\u003e \u003cb\u003e\u003ci\u003e—Pete Flint, founder and former Chairman and CEO, Trulia\u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e “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.”\u003cbr\u003e \u003cb\u003e\u003ci\u003e—James White, former Chairman, President, and CEO, Jamba Juice; and board member, Conscious Capitalism\u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003e\u003ci\u003e\u003cbr\u003e \u003c\/i\u003e“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.”\u003cbr\u003e \u003cb\u003e\u003ci\u003e—Jim Stengel, former Global Marketing Officer, Procter \u0026amp; Gamble \u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e “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.\" \u003cbr\u003e \u003cb\u003e\u003ci\u003e—Jihan Thompson, former Health Editor, O, The Oprah Magazine, and founder, Swivel Beauty App\u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e “Tara-Nicholle Nelson ups the ante in her new book, \u003ci\u003eThe Transformational Consumer\u003c\/i\u003e, arguing that we should be engaging our \u003ci\u003ecustomers\u003c\/i\u003e 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.”\u003cbr\u003e \u003cb\u003e\u003ci\u003e- Dylan Schleicher, 800-CEO-READ\u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e “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.” \u003cb\u003e– Moe Abdou, 33 Voices\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “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.” \u003cb\u003e– Douglas Burdett, The Marketing Book Podcast\u003c\/b\u003e\u003cbr\u003e \u003cb\u003e\u003ci\u003e\u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003eTara-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.","brand":"Berrett-Koehler Publishers","offers":[{"title":"Default Title","offer_id":46304396345573,"sku":"NP9781626568839","price":26.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781626568839.jpg?v=1767741894","url":"https:\/\/k12savings.com\/products\/the-transformational-consumer-isbn-9781626568839","provider":"K12savings","version":"1.0","type":"link"}