Publisher's Synopsis
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.
