How to Use This Book

First, I’ll introduce you to the Transformational Consumer in a lot more depth. I’ll help you to understand exactly why it’s so important that you continue to study, reach, and engage these people. The business case for behavior change is a compelling one.

Then I’ll issue a call to action, a call to adventure, really, to you as a business leader.

The last half of the book is the change-management section. Th at’s where you’ll learn how to embark on the journey of actually reorienting your company to transcend the transactional by focusing on serving the Transformational Consumer. I will walk you through the process of elevating the way your teams think about five elemental focus points of your business: your customer, what you sell, your marketing, your competition, and your team.

All along the way, I’ll share stories, case studies, insightful data, and tools for asking higher-level questions and getting transformative answers.