Weekend Reading: “The Transformational Consumer” by Tara-Nicholle Nelson

 In Marketing Strategy

For the 119th episode of The Marketing Book Podcast, I interviewed Tara-Nicholle Nelson, author of The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser.

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.

Transformation is one of the most elemental reasons people do the things they do. The author explains:

What I’ve seen, time after time, is that billions of people worldwide are coming to the marketplace specifically looking for the products and services and brands that can help them live healthier, wealthier, and wiser lives.  I’ve seen that they become deeply devoted, repeated customers of the companies that help them do this more effectively, easily, beautifully, or joyously than they could do it on their own.

Nelson, a Silicon Valley marketing veteran, reveals a new framework for building a thriving business by systematically understanding and activating customers’ deeply human need to continually improve their lives.

A bit more about the book…

 

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