NOTES
Prologue
1. Deepak Chopra, Quantum Healing: Exploring the Frontiers of Mind/Body Medicine (New York: Bantam Books, 1989).
Introduction
1. Caitlin O’Connell, “23% of Users Abandon an App after One Use,” Localytics Blog, May 26, 2013, http://info.localytics.com/blog/23-of-users-abandon-an-app-after-one-use.
2. Brian Monahan, “When It Comes to Ad Avoidance, the DVR Is Not the Problem,” AdAgeStat (blog), May 24, 2011, http://adage.com/article/adagestat/smartphones-a-bigger-distraction-dvrs/227725/.
3. Amy Adkins, “Majority of U.S. Employees Not Engaged Despite Gains in 2014,” Gallup, January 28, 2015, http://www.gallup.com/poll/181289/majority-employees-not-engaged-despite-gains-2014.aspx.
4. Michael Moss, Salt, Sugar, Fat: How the Food Giants Hooked Us (New York: Random House, 2014).
5. Michael Moss, “The Extraordinary Science of Addictive Junk Food,” New York Times, February 20, 2013, http://www.nytimes.com/2013/02/24/magazine/the-extraordinary-science-of-junk-food.html?_r=0.
6. Ibid.
7. John Kell, “Soda Consumption Falls to 30-Year Low in the U.S.,” Fortune, March, 29, 2016, http://fortune.com/2016/03/29/soda-sales-drop-11th-year/.
1. Meet the Transformational Consumer
1. I share much of the survey data in the pages that follow, as it provides such strong validation for the framework. The full survey report is available at TransformationalConsumer.com, at no cost if you own a copy of this book.
2. Individual transformational behaviors of a Transformational Consumer we’ll call “efforts.” The personal goals of an individual Transformational Consumer we’ll refer to as “goals.” A series of efforts to achieve a goal is a “campaign,” and the lifelong stream of efforts, goals, and campaigns done in an effort to live healthier, wealthier, or wiser, we’ll call “initiatives.”
3. Carol Dweck, Mindset: The New Psychology of Success (New York: Ballantine Books, 2007).
4. Unilever, “Behaviour Change at Scale,” accessed August 19, 2016, https://www.unilever.com/sustainable-living/the-sustainable-living-plan/improving-health-and-well-being/health-and-hygiene/changing-hygiene-habits-for-better-health/behaviour-change-at-scale.html.
5. Kira Wampler (Chief Marketing Officer, Lyft) and Joe Zadeh (Chief Product Officer, Airbnb), in discussion at South by Southwest media lunch moderated by the author, March 2015.
6. “Find Time for Your Goals with Google Calendar,” Official Google Blog, April 28, 2016, https://googleblog.blogspot.com/2016/04/find-time-goals-google-calendar.html.
7. Tim Bradshaw, “Apple Boosts R&D Spending in New Product Hunt,” Financial Times, October 28, 2014, http://www.ft.com/cms/s/0/f93b7122-5e57-11e4-bc04-00144feabdc0.html#axzz4HnmLGDSd.
8. Lego, “The Method,” accessed August 19, 2016, http://www.lego.com/en-us/seriousplay/the-method.
9. DisneyInstitute.com.
2. Removing Resistance and Triggering Progress
1. Eugene Wei, “Frictionless Product Design,” Remains of the Day (blog), March 20, 2015, http://www.eugenewei.com/blog/2015/3/20/frictionless-product-design.
2. Spencer Lanoue, “IDEO’s 6 Step Human-Centered Design Process: How to Make Things People Want,” User Testing (blog), July 9, 2015, https://www.usertesting.com/blog/2015/07/09/how-ideo-uses-customer-insights-to-design-innovative-products-users-love/.
3. Timothy Ferriss, The 4-Hour Chef: The Simple Path to Cooking Like a Pro, Learning Anything, and Living the Good Life (Boston: New Harvest, 2012), 20.
4. Sigmund Freud, The Standard Edition of the Complete Psychological Works of Sigmund Freud, trans. and ed. James Strachey (London: Hogarth, 1994), 7:249–270, 20:75–175.
5. Steven Pressfield, Do the Work: Overcome Resistance and Get Out of Your Own Way (New York: Black Irish Entertainment, 2015), 7–9. Pressfield’s other books are The War of Art: Break through the Blocks and Win Your Creative Battles (New York: Black Irish Entertainment, 2002) and, with Shawn Coyne, Turning Pro: Tap Your Inner Power and Create Your Life’s Work (New York: Black Irish Entertainment, 2012).
6. Pressfield, War of Art, 6.
7. Jacquie Fuller, “How I Learned to Give Dieting the Middle Finger for Good,” Medium (blog), July 1, 2016, https://medium.com/@jacquiefuller/how-i-learned-to-give-dieting-the-middle-finger-f10741b1116d#.r9t5iodo3.
8. “The 50/20/30 Rule for Minimalist Budgeting,” Mint Life (blog), July 20, 2016, https://blog.mint.com/saving/the-minimalist-guide-to-budgeting-in-your-20s-072016/.
9. TrafficEstimate.com, accessed August 19, 2016.
10. “How Mint Grew to 1.5 Million Users and Sold for $170 Million in Just 2 Years,” Kissmetrics Blog, accessed August 19, 2016, https://blog.kissmetrics.com/how-mint-grew/.
11. Anthony Wing Kosner, “Stanford’s School of Persuasion: BJ Fogg on How to Win Users and Influence Behavior,” Forbes, December 4, 2012, http://www.forbes.com/sites/anthonykosner/2012/12/04/stanfords-school-of-persuasion-bj-fogg-on-how-to-win-users-and-influence-behavior/#74d5d32d4c28.
12. B. J. Fogg, Persuasive Technology: Using Computers to Change What We Think and Do (San Francisco: Morgan Kaufmann, 2003), 24–26.
13. Ibid., 25.
14. Ibid.
15. Ibid., 25–26.
3. The Hero’s Journey of Your Transformational Consumer
1. Joseph Campbell, The Hero with a Thousand Faces (Princeton: Princeton University Press, 1968), 30.
2. Christopher Booker, The Seven Basic Plots: Why We Tell Stories (London: Bloomsbury, 2004).
3. Martha Beck, Finding Your Way in a Wild New World: Reclaim Your True Nature to Create the Life You Want (New York: Atria Books, 2013).
4. David Richo, How to Be an Adult in Relationships: The Five Keys to Mindful Loving (Boston: Shambhala, 2002), 69.
5. Alex Williams, “The Paleo Lifestyle: The Way, Way Back,” New York Times, September 19, 2014, http://www.nytimes.com/2014/09/21/fashion/the-paleo-lifestyle-the-way-way-way-back.html.
6. MyFitnessPal, The Rise of the Fitness Tribe, MyFitnessPal eBook, May 2014, http://blog-cdn1.myfitnesspal.com/wp-content/uploads/2014/05/MyFitnessTribe_Ebook_interactive_FINAL.pdf.
4. Your Call to Adventure
1. Josh Bersin, “Becoming Irresistible: A New Model for Employee Engagement,” Deloitte Review, January 26, 2015, http://dupress.com/articles/employee-engagement-strategies/.
2. Brian Wansink and Jeffery Sobal, “Mindless Eating: The 200 Daily Food Decisions We Overlook,” Environment and Behavior 39, no. 1 (2007): 106–123.
3. Michael Moss, “The Extraordinary Science of Addictive Junk Food,” New York Times, February 20, 2013, http://www.nytimes.com/2013/02/24/magazine/the-extraordinary-science-of-junk-food.html.
4. Ibid.
5. Rethink What You Sell
1. Stuart Butterfield, “We Don’t Sell Saddles Here,” Medium (blog), February 17, 2014, https://medium.com/@stewart/we-dont-sell-saddles-here-4c59524d650d#.il03k2hnj.
2. Harry McCracken, “With 500,000 Users, Slack Says It’s The Fastest-Growing Business App Ever,” Fast Company, February 12, 2015, http://www.fastcompany.com/3042326/tech-forecast/with-500000-users-slack-says-its-the-fastest-growing-business-app-ever.
3. Tim Bradshaw, “Slack: Workplace Message App So Cute You Want to Use It at Home,” Financial Times, March 26, 2015, http://www.ft.com/cms/s/0/bd7dbf46-d24c-11e4-9c25-00144feab7de.html.
4. Butterfield, “We Don’t Sell Saddles Here.”
5. Adam Grant, “The Surprising Habits of Original Thinkers,” video, TED, February 2016, https://www.ted.com/talks/adam_grant_the_surprising_habits_of_original_thinkers/citations.
6. Butterfield, “We Don’t Sell Saddles Here.”
7. “Find Time for Your Goals with Google Calendar,” Official Google Blog, April 28, 2016, https://googleblog.blogspot.com/2016/04/find-time-goals-google-calendar.html.
8. Christine Weil Schirmer (Head of Communications, Pinterest) in discussion with the author, March 28, 2016.
10. Frances Cohen (Communications Manager, CreditKarma) in conversation with the author, April 29, 2016.
11. Jim Stengel, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies (New York: Crown Business, 2011), 30, 36–41.
12. Ibid., 229.
13. Butterfield, “We Don’t Sell Saddles Here.”
14. Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action (New York: Portfolio, 2011).
15. Sheryl Sandberg, Lean In: Women, Work, and the Will to Lead (New York: Knopf, 2013).
16. Arianna Huffington, Thrive: The Third Metric to Redefining Success and Creating a Life of Well-Being, Wisdom, and Wonder (New York: Harmony, 2015).
17. Mark Zuckerberg, “A Letter to Our Daughter,” Facebook, December 1, 2015, https://www.facebook.com/notes/mark-zuckerberg/a-letter-to-our-daughter/10153375081581634/.
18. Alina Selukh, “Zuckerberg Tells Facebook Staff to Stop Crossing Out ‘Black Lives Matter,’ ” NPR.org, February 26, 2016, http://www.npr.org/sections/alltechconsidered/2016/02/26/467985384/zuckerberg-tells-facebook-staff-to-stop-crossing-out-black-lives-matter.
19. Paul Ziobro, “Target Puts Some Food Suppliers on the Back Burner,” Wall Street Journal, May 17, 2015, http://www.wsj.com/articles/target-puts-some-food-suppliers-on-the-back-burner-1431897130.
20. “Target Shares Roadmap to Transform Business, A Bullseye View” (blog), Target, March 3, 2015, https://corporate.target.com/press/releases/2015/03/target-shares-roadmap-to-transform-business.
21. Katie Thomas, Chad Bray, and Hiroko Tabuchi, “CVS to Buy 1,600 Drugstores from Target for $1.9 Billion,” New York Times, June 16, 2015, http://www.nytimes.com/2015/06/16/business/dealbook/cvs-agrees-to-buy-targets-pharmacy-business-for-1-9-billion.html.
22. Phil Wahba, “Target May Ditch Junk Food at the Counter,” Fortune, September 16, 2015, http://fortune.com/2015/09/16/target-junk-food-health/.
23. Ibid.
24. “Get in Gear for the New Year: Target and SoulCycle Launch 10-City Tour,” A Bullseye View (blog), Target, January 7, 2016, https://corporate.target.com/article/2016/01/soulcycle.
25. “Wellness for All: A Look at What’s Next for Target’s CSR Strategy,” A Bullseye View (blog), Target, September 15, 2015, https://corporate.target.com/article/2015/09/csr-evolution.
6. Rethink Your Customer
1. “Four New Moments Every Marketer Should Know,” Think with Google, June 2015, https://www.thinkwithgoogle.com/infographics/4-new-moments-every-marketer-should-know.html.
2. “An Intro to Micro-Moments: What We’ve Learned,” video, Think with Google, accessed August 19, 2016, https://www.thinkwithgoogle.com/collections/micromoments.html.
3. “Micro-moments: Your Guide to Winning the Shift to Mobile,” PDF report, Think with Google, accessed October 6, 2016, https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf.
4. Stuart Butterfield, “We Don’t Sell Saddles Here,” Medium (blog), February 17, 2014, https://medium.com/@stewart/we-dont-sell-saddles-here-4c59524d650d#.il03k2hnj.
5. Sarah Peterson, “Growing a Site from 0 to 10k Visitors a Month: Sarah Peterson Edition,” SumoMe (blog), January 25, 2016, https://sumome.com/stories/first-10000-visitors-sarah-peterson.
6. Indi Young, Mental Models: Aligning Design Strategy with Human Behavior (Brooklyn, NY: Rosenfeld Media, 2008).
7. Warren Berger, A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas (New York: Bloomsbury, 2014).
8. Corn Refiners Association, “Sweeteners 360,” available at, http://www.cornnaturally.com/sweetener-360.
7. Rethink Your Marketing
1. TrackMaven, “The Content Marketing Paradox,” accessed August 19, 2016, http://trackmaven.com/resources/the-content-marketing-paradox-report/.
2. Brian Monahan, “When It Comes to Ad Avoidance, the DVR Is Not the Problem,” AdAgeStat (blog), May 24, 2011, http://adage.com/article/adagestat/smartphones-a-bigger-distraction-dvrs/227725/.
3. Paul J. Zak, “Why Your Brain Loves Good Storytelling,” Harvard Business Review, October 28, 2014, https://hbr.org/2014/10/why-your-brain-loves-good-storytelling.
4. Kevin Roberts, Lovemarks: The Future beyond Brands, 2nd ed. (Brooklyn, NY: powerHouse, 2005).
5. Ibid., 147.
6. Christine Weil Schirmer (Head of Communications, Pinterest) in discussion with the author, March 28, 2016.
7. Stephen Tobolowsky, The Primary Instinct, film, directed by David Chen (FilmBuff, 2015), Amazon Video.
8. James Patterson, “MasterClass on Writing,” online course, MasterClass.com.
9. Steven Pressfield, Nobody Wants to Read Your Sh*t: Why That Is and What You Can Do about It (New York: Black Irish Entertainment, 2016).
10. Gunnar Lovelace (CEO, Thrive Market), interview with author, April 18, 2016.
8. Rethink Your Competition
1. Larry Menlo (President and CEO, CVS/health Corp.), “Message from Larry Merlo, President and CEO,” video, CVS Health (blog), February 5, 2014, http://cvshealth.com/thought-leadership/expert-voices/message-from-larry-merlo-president-and-ceo.
2. Jeffrey Young, “Why Is CVS Walking Away from $2 Billion a Year?,” Huffington Post, September 3, 2014, http://www.huffingtonpost.com/2014/09/03/cvs-cigarettes_n_5762212.html.
3. Jayne O’Donnell, “A Year Later, CVS Says Stopping Tobacco Sales Made a Big Difference,” USA Today, September 25, 2015, http://www.usatoday.com/story/news/2015/09/02/cvs-stopping-tobacco-sales/71606590/.
4. CVS Health, What Happens When You Start with Heart? CVS 2015 Annual Report, accessed August 19, 2016, http://investors.cvshealth.com/~/media/Files/C/CVS-IR-v3/reports/2015-annual-report.pdf.
5. REI, “REI Overview,” accessed August 19, 2016, https://www.rei.com/about-rei/business.html.
6. Tim Nudd, “REI Will Be Closed on Black Friday, and Pay Its 12,000 Employees Not to Work That Day,” AdWeek, October 27, 2015, http://www.adweek.com/adfreak/rei-will-be-closed-black-friday-and-pay-its-12000-employees-not-work-day-167780.
7. Kevin Rose, “Foundation 20 // Elon Musk,” video interview, YouTube, September 7, 2012, https://www.youtube.com/watch?v=L-s_3b5fRd8.
8. REI Staff, “Thank You for Choosing to #OptOutside with Us,” Co-Op Journal (blog), accessed August 19, 2016, http://blog.rei.com/hike/thanks-for-choosing-to-optoutside-with-us/. Jeff Beer, “How Values and Purpose Made REI’s #OptOutside a Big Winner at Cannes,” FastCo Create, June 25, 2016, http://www.fastcocreate.com/3061312/cannes/how-values-and-purpose-made-reis-optoutside-a-big-winner-at-cannes.
9. Lee Chae (Head of Bioinformatics, Hampton Creek), private conversation with the author, February 23, 2016.
10. Stephanie Strom, “After Suing over Eggless Spread, Hellman’s Introduces Its Own,” New York Times, February 2, 2016, http://www.nytimes.com/2016/02/03/business/after-suing-over-eggless-spread-hellmanns-introduces-its-own.html?_r=0.
9. Rethink Your Culture
1. Timothy Ferriss, The 4-Hour Workweek: Escape 9–5, Live Anywhere, and Join the New Rich (New York: Harmony, 2009); Chris Guillebeau, The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future (New York: Crown Business, 2012).
2. Henry Cloud, Integrity: The Courage to Meet the Demands of Reality (New York: Harper Business, 2009).
3. John Kotter, Leading Change (Cambridge, MA: Harvard Business Review Press, 2012); John Kotter, Accelerate: Building Strategic Agility for a Faster-Moving World (Cambridge, MA: Harvard Business Review Press, 2014).
Conclusion
1. William H. Murray, The Scottish Himalayan Expedition (London: Dent, 1951).