The Transformational Consumer

  • by Tara-Nicholle Nelson
  • Narrated by Tara-Nicholle Nelson
  • 6 hrs and 31 mins
  • Unabridged Audiobook

Publisher's Summary

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.

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Customer Reviews

Most Helpful

It transformed me

I went to Mozcom and heard her speak on stage and thought wow she has some great ideas. So after going through the audio book I was even more
Impressed with the reseatch, the steps, and how I can improve my views ofy consumers and those that work with me.

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- Ricardo Diaz

Book Details

  • Release Date: 04-18-2017
  • Publisher: Berrett-Koehler Publishers