How to Use This Framework

Leaders, brands, and companies use the Transformational Consumer framework to get clear direction and answers to the kinds of questions that executive teams struggle with regularly:

What products should we build or invest in next?

Will this marketing, message, content, or campaign resonate with people? What messages will work?

What features do our customers really want—and will they want next year or three years from now?

How should we take this product to market? How should we package and market it?

Where are our customers, and what do they care about?

Why are our customers disengaged, and what should we do about it?

It provides direction on some of the big, strategic questions to ask and clear direction for how to answer them:

What is the human-scale problem we aim to solve, as a company?

What do we have to do over and over in order to achieve the impact we want to have on the world?

Should we focus on growth, engagement, or both, and which teams should be held to account for these objectives?

How might we drive innovation here, on an ongoing basis?

And it also translates into more tactical guidance for R&D, product launches, and marketing campaigns:

How can we reach our audiences? Who are they, where are they, and what messages will resonate with them?

How can we create lifelong relationships with customers?