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.
And, interesting fact: she is a recovering lawyer. She has a law degree from University of California at Berkeley.
OK, first off don’t make the same stupid mistake I did when I first glanced at the title of this book. This is not a book about how to market and sell health, fitness or financial products.
In The Transformation Consumer, Tara-Nicholle Nelson explains that transformation is one of the most elemental reasons people do the things they do. And when making a purchase, people are overwhelmingly looking to get healthier, wealthier or wiser.
Think about it.
And the more that you’re able to understand how the products and services you market and sell help transform your customer’s lives, the more successful you will be. Many products you would not think of as transformational actually are.
In fact the book maintains that a full 60% of U.S. consumer spending reflects transformational spending, and that is calculated very conservatively. The author explains that the number one limiting factor on business is customer engagement.
These days businesses are all desperately seeking engagement shortcuts from digital tools, apps, content marketing and social media. But disengagement is not a digital problem. It’s a human problem.
In The Transformational Consumer, Tara-Nicholle Nelson reveals an ingenious new framework for building a thriving business by systematically understanding and activating your customers deeply human need to continually improve their lives.
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.
The Seven Spiritual Laws of Success by Deepak Chopra
Necessary Endings by Henry Cloud
Tara-Nicholle Nelson Website (Taranicholle.com)