The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser
Tara-Nicholle Nelson
Mar 2017 · Berrett-Koehler Publishers
Ebook
176
Pages
About this ebook
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.
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.
About the author
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.
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