The Transformational Consumer

The Transformational Consumer (TC) by Tara Nicholle Nelson ( Tara-Nicholle Kirke ) is the ideal read for anyone searching for ideas and strategies on how best to connect with a target audience - as this book gives us an up close and personal view.

HIGHLIGHTS

1. Tara begins with her own personal journey and how she personally lived Thirty Years of Transformation and throughout the book, she shares those personal experiences, research, client stories, and proven data.
2. It is through this journey that Tara learned what people really want is “Transformation - Lifestyle Design” and this is achieved through Healthier, Wealthier, and Wiser (HWW) lives.
3. There are five core characteristics of the TC; HUMAN = H= Focus on HWW | U = See life as an unending series of personal disruption campaigns | M = Extreme Growth Mindset | A = Innate or Learned Bias toward Action | N = Engage in Never-Ending Search to find Products – Services & Content to support Behavior – Change Goals.
4. The love that TC “will have or develop for your brand is directly proportional to the degree of HWW - a change that helps them make or the incremental beauty, joy that is added to the journey toward their goals”
5. Brands must accept that “what got us here – won’t get us there” instead it is necessary to solve definite business problems that can be solved only by understanding our customers, strategically & systematically.
6. Taking advantage of the “Story Spine” is an effective tool for rethinking exactly what is sold. It is an uncomplicated method for telling the story. It involves filling in 8 blanks and in doing so helps brands to orient around the TC and that customer’s behavior-change problem.
7. Tara beautifully reminds us that “we don’t sell a product – we sell a Transformation”. Getting from one point to another – from having a problem to being free of it - our job is to understand the customer’s real-life journey.
8. Consumers are highly disengaged from communication (aka – messaging) about products and brands. However, well-told stories engage and capture our attention especially when we are the protagonist.
9. Creating Content that engages and transforms requires a strategy Tara refers to as the “Rules of Engagement” and involves 5 specific Rules. This Long Game is designed to ease the Friction or Trigger Progress that the customer encounters on their journeys.
10. The book is dedicated and focused on the TC and the final chapter hits closer to home. It’s about creating an environment that is a Fear-Free Workplace encouraging a Culture of Conversation. In doing so, it reactivates and involves the employees. A Win-Win!

AUTHOR’S INTENT (in my humble opinion) Tara states early on that she was told that someone who buys the book might not read through it completely and so she made sure that she designed the book with “Features” that would boost the chances of implementation.

?ACTION STEPS

• Understand that Tara has laid out the chapters with specific means to address various “learning styles” with – 1) Points at the beginning of each chapter 2) Access to Videos 3) Stories 4) Transformer Case Studies and 5) Self-Assessment to determine which of these best meets your learning style.
• Utilize the 5 Rules to create Engaging Content thus, ensuring The Consumer is the Hero. (pages 104-109)

?Thank you for joining me on the adventure, here on Books In Bites and I would love to hear your thoughts. Did I deliver enough above to make you interested in reading The Transformational Consumer?

I highly recommend The Transformational Consumer and you can grab your own copy (no affiliate fee – just sharing)

Special Thanks to Lisa Shaughnessy and her referral as I discovered this book and have to say it is one that should be on every bookshelf.

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