Overview

Transformational consumers buy over $4 trillion in life-improving products and services every year. Viewing life as a series of projects to get healthier, wealthier, and wiser, they are loyal to a brand in direct proportion to how much it helps them change. Nelson argues that the key to growth for companies today is triggering that deep desire for growth. She believe that this is an approach any company can adopt, and she walks readers through a five-stage process to make this shift, inspiring readers to rethink their customers, their products and services, their marketing, their competition, and even their culture.

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9781520071374

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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. 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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