更新时间：2019-09-21 00:30:40
封面
版权信息
献词
Prologue Thirty Years of Transformation
Introduction How to Transcend the Transactional
Meet the Protagonist of Your New Love Story: The Transformational Consumer
Disengaged and Disgusted: The Trou ble with Transactional
What Does a Love Affair with Transformational Consumers Look Like?
How to Use This Framework
How to Use This Book
Painlessly Get This Book into Your Brain
Chapter one Meet the Transformational Consumer
The Defining Characteristics of a Transformational Consumer
How to Think Like a Transformational Consumer
Chapter two Removing Resistance and Triggering Progress
Resistance
Progress Triggers
Persuasive Roles: Tool Medium Social Actor
Chapter three The Hero’s Journey of Your Transformational Consumer
Christopher: A Customer-Hero’s Journey to Healthier
Terese: A Customer-Hero’s Journey to Wealthier
Giulia: A Customer-Hero’s Journey to Wiser
Takeaways for Your Transformational Consumers’ Journeys
Intersections: Their Journey and Yours
Chapter four Your Call to Adventure
Remember Why We’re Here
Your Call to Adventure
Chapter five Rethink What You Sell
What You Sell Is Transformation
Product-First or Problem-First
The Perils of Product-First
How to Become a Problem-First Company
Chapter six Rethink Your Customer
How to Translate Your Customers’ Lives into a Usable Journey Map
Building the Skill of Customer Journey Mapping
The One Rule of Customer Research
Level Up Your Question
The Importance of Thoughtful Outputs
Chapter seven Rethink Your Marketing
Human Clues to the Engagement Solution: Our Eyes Brains and Hearts
Content Engages
The Gospel of Content
How to Create Content That Engages: Start with Your Customer’s Journey
Content Marketing Is a Long Game
MyFitnessPal Content Program Message Pillars
Be a Student of Story
Data and Media as Decision-Aid Content: The Trulia “Rent vs. Buy Index”
The Power of Obstacle-Removing Content
Chapter eight Rethink Your Competition
You Can’t Serve Two Masters
How to Shift Your Company’s Concept of “The Competition”
1. Focus on Your People
2. Focus on Your People’s Problems
3. Focus on First Principles
What Will Happen to Your Company When You Make This Shift?
Chapter nine Rethink Your Culture
Create a Fear-Free Workplace and a Culture of Conversation
Normalize Real Talk
Innovation-Sparking Talking Points
Consistently Demonstrate a High Value on Free Thinking Questioning Authority Pushback and Postmortems
Operate with Constant Reference to a Clear Transformational Vision and Mission
Demonstrate Require and Reward Integrity at All Costs
Transformation → Employee Reactivation
Don’t Just Talk about It Be about It
Conclusion Transcendence: The Natural State of Things
The Transform Ational Consumer Self-Assessment WHAT DO YOU NEED TO RETHINK FIRST?
Acknowl edgments
Index
About the Author
