INDEX
Accelerate, 135
Action, bias toward, 24–25
Activation, 36–37
AIDS Lifecycle bike ride, 43–44
Anxiety and depression, 48–49
Aspirations. See HWW Aspirations
Transformational journey
Behavior-change management, 136
Berger, Warren, 93
Bible, as content, 102–103
Bike ride, training, 43–45
Brand campaigns, based on limiting view, 66
Brand engagement, 27
Brand ideal, 75
Business model, rethinking, 74–75
Butterfield, Stuart, 61–62, 65–66, 68, 89
Campbell, Joseph, 40
Career change, 49
Career-limiting move (CLM), 130
Case studies, 10
Credit Karma, 74–75
Google Goals, 68
Hampton Creek, 122–124
MyFitnessPal, 80–81
Pinterest, rich pins, 69
Subreddits, 69–70
Target, 77–79
Chae, Lee, 123
Change, believing in, 23–24
Cheetos, push toward addiction, 5–6;
research question, 92–93
Christensen, Clayton, 22–23
Cloud, Henry, 134
Company culture, rethinking, 126–129
conversational and fear-free environment, 129–131
creating engaged teams, 128
embracing, 135–136
employee reactivation, 134
integrity, 133–134
reflected in vision and
mission, 132–133
valuing employee input, 131–132. See also Transformation, organizational
Company-customer relationships, new realm of engagement, 6–7
Company focus. See Problem-First companies
Product-First companies
Company journey, 55–56
Competition: defining, 112–113, 117–118;
focusing on people, 116–118
Competition, rethinking, 57
impact on company, 124–125
organizational shift, 116–122
from products/ companies to obstacles, 113–114
redefining competition, 112–113, 117–118
and Transformational
Consumer attitudes, 114–116
Consumer. See Customer
Transformational Consumer
Consumer goal activity, comparing percentages, 15–16
Content: consumers’
never-ending search, 14, 25–29
creating for customer journey, 103–111
delivering information vs. knowledge, 35–36
engaging, 100–103
gospel of, 101–103
as long game, 105
medium, format, and substance, 107–108
obstacleremoving, 110–111
Pinterest, 103
strategy, 94
as stressor, 1
“Co-opetition,” 124
Conversation, as company culture, 131–132
Core competencies, 136
Credit history, 45–47
CreditKarma.com, 46–47, 74–75
Criticism, internal, 133–134
Crossfit, 44–45
Culture. See Company culture, rethinking 153
Culture, Black churches, 129, 130–131
Customer, paying attention to humanity, 2
Customer, rethinking, 56
creating usable journey map, 82–90
MyFitnessPal, 80–81
with research, 90–96. See also Transformational Consumers
Customer engagement: brands, 27
centrality of, 55–58
companycustomer relationships, 6–7
content, 100–103
human solution, 98–100
limits of digital marketing, 97–98
metrics, 99–100
transactional vs. transformational, 4–5
Customer journey, 55
building mapping skills, 91
creating content to engage, 103–111
creating usable map, 82–90
feelings and behaviors, 84–85
institutionalizing, 96
micromoments, 87–89
natural language and mental frames, 89–90
progress triggers, 85
resistance, 86–87
universal stages, 83–84. See also Hero’s journey
Customer Relationship Management, focus on transaction, 4
Customer research: 80–83, 86, 89, 118
asking right questions, 92–93
behavioral scientific methods, 93
geographic diversity, 82
institutionalizing, 96
natural language and mental frames, 89–90
ongoing, 109
outputs, 94–96;
process, 90–92
reasons to conduct, 92. See also Online listening
CVS: elimination of tobacco products, 115–116, 119, 121
removing obstacles with first principles thinking, 121
vision statement, 133
Data, as content, 109
Diabetes epidemic, origin, 5
Dieting, yo-yo, 34–35
Digital marketing: limits of engagement, 97–98. See also Content
Marketing
Disengagement, 4–6
changing culture, 126–127
customer and employee, 55;
as human problem, 11
rethinking marketing, 97–99
as unnatural, 138
Dopamine, effect on habits, 20–21
Dunn, Jeffrey, 59
Dweck, Carol, 23
Dysfunction, healing, 18
Employees: normalizing input and conversation, 131–132
poor retention, 128–129
reactivating, 134
repressed and fearful, 129–130
valuing ideas, 132
Engagement. See Customer engagement
Exercise, hero’s journey to improved health, 42–45
Expenses: Mint Life blog, 36
as obstacle to customer journey, 86–87, 113
ways to cut, 46–47
Fast Company, MIC list, 54–55
Feedback, listening to, 134
Finances. See Wealth
“First principles,” 120–122
Freud, Sigmund, on resistance, 33
Fuller, Jacquie, 34–35
General Mills, 92–93
Geographic diversity, researching customers, 82
Google, micro-moments, 88–89
Google Goals, 68–70
Grant, Adam, 67
Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, 75
Growth, as stressor, 1
Growth mindset, extreme, 23–24
Habits, 5–7
Hampton Creek, 122–124
Health, improved: competing with unhealthy behavior, 112–113
customer-hero’s journey, 42–45
CVS eliminating tobacco products, 115–116, 121
repairing broken food
chain, 122–124
Target’s pivot to, 77–79. See also HWW Aspirations
Hero’s journey: elements, 41
improved health, 42–45
increased wealth, 45–47
telling story, 72
versions, 55
wisdom, 48–50. See also Customer journey
Leader-hero journey
Transformational journey
Home buying, 45–47
HUMAN acronym, 15–29
bias toward action, 24
broad experience, 16–17
maintaining baseline, 18–19;
obstacles, 118–120
optimization, 18–20
and Transformational
Spending Index, 28
Industry journey, 55
Innovation: driven by obstacle-as-competition insight, 122
MIC list, 54–55
sparked by conversation, 131
Inspiration: activation via, 36–37
Transformational Consumers providing, 7, 24
Integrity, 133–134
Ive, Jony, 114
Job search, 48–50
Johnson, Whitney, 22
Journey. See Customer journey
Hero’s journey
Leader-hero journey
Transformational journey
Knowledge, vs. information, 35–36
Kotter, John, 135
Labels, reading, 19
Language, natural: in message pillars, 105–107
online listening, 109
research using customer’s speech, 89–90
Leader-hero journey: call to adventure, 58–60
story spine as check and balance, 73
taking stock, 137–138. See also Hero’s journey
Transformational journey
Leading Change, 135
Long game: content marketing as, 105;
obstacles as competition, 124
Lovelace, Gunnar, 110–111
Lovemarks: The Future beyond Brands, 98–99
Loyalty programs, focus on transaction, 4
lululemon, 8
digital-content-marketing program, 49–50
Lumo Body Tech, 73–74
Lyft, 29
Manifesto marketing, 76–77
Marketing: built on knowledge, 35–36
campaigns based on limiting view, 66
engaging eyes, brains, hearts, 98–100
manifesto, 76–77. See also
Content
Marketing, rethinking, 57, 97–98;
content addressing aspirations, 100–101
engagement solution, 98–100
gospel of content, 101–103
removing obstacles, 110–111
rules of engagement, 104–109
starting with customer’s journey, 103–111
storytelling, 108
Trulia “Rent vs. Buy Index,” 109. See also Content
Market research. See Customer research
Medium: choosing carefully, 107
company role in persuasion, 37–38
as content, 109
online listening and, 90
Mental Models: Aligning Design Strategy with Human Behavior, 91
Message pillars, 105–106
Micro-moments: Google, 87–89;
placement of content, 107
Mint Life, 36
Mission statement, 132–133
More Beautiful Question, A: The Power of Inquiry to Spark Breakthrough Ideas, 93
Most Innovative Companies (MIC) list, 54–55
Motivation, and transformational spending, 28
Murray, William H., 39, 138–139
Musk, Elon, 120
MyFitnessPal: acquisition by Under Armour, 101–102
case study, 80–81
customerengagement milestones, 109
customer research, 80–83, 86, 89
message pillars, 106
origins, 2
and power of relationships, 52
removing obstacles
with first principles thinking, 121–122
scale of impact, 127
vision statement, 133
Networking, 49
New-day, new-me moments, 88
Obesity epidemic, origin, 5
Obstacles: as competition, 118–120
content that removes, 110–111
expenses as, 86–87
innovation driven by, 122. See also Problem-First companies
Resistance
Olson Zaltman, 92–93
Olson, Jerry, 92–93
One-step-at-a-time moments, 88
Paleo diet, and other “ancestral health”
principles, 51
Partnerships, new opportunities in rethinking competition, 124
Personal Disruption Conundrum:
projects, rolling and ongoing, 21–23
problem as, 68
root of resistance, 33
as top limiting factor, 13, 23. See also Problem-First companies
Resistance
Persuasion, roles, 37–39
Pharma companies, and micromoments, 88
Pinterest: incorporating customers into communications, 96
“rich pins,” 69
shelf life, scale, and engagement of content, 102–103
Platforms, transforming, 68–70, 103. See also individual platforms
Pressfield, Steven, 33
Principles, first, 120–122
Problem-First companies, 63–64, 68–71;
becoming, 68–79
disrupting
Product-First companies, 67–68;
purpose-driven and profitable, 74–76
Proctor and Gamble, 74
Product: based on limiting view, 66
comparisons by Transformational Consumers, 114–115
consumers’
never-ending search, 14, 25–29
content focused away from, 104–105
Product, rethinking, 56
perils of focusing on, 64–68
product-first or problem-first, 63–64
Slack app, 61–62
transformation as product, 72–63
Product-First companies, 63–68
disruption by Problem-First companies, 67–68
features, 63–64
limiting view, 65–66
perils, 64–68
struggle to innovate, 66
using story to transform from, 73
activation, 36–37
for customer journey, 85
knowledge, 35–36
persuasive roles, 37–39
to sell
transformation, 72
Projects, personal disruption, 21–23
Purpose, brand and, 75–76
reddit, 69–70
REI: problem as competition, 118–119;
removing obstacles with first principles thinking, 120–121
Relationships, central to transformational goals, 52–53
Resistance, 32–35
to customer journey, 86–87
Freud’s categorization, 33. See also Obstacles
Problem-First companies
Rethink roadmap, 141–142
Richo, David, 50
Roberts, Kevin, 98–99
Rules of Engagement, 103–109
Salt, Sugar, Fat: How the Food Giants
Hooked Us, 5
Scale of impact, 127–128
Schirmer, Christine Weil, 69, 102–103
never-ending search, 14, 25–29
Show-me-how moments, 88
Sinek, Simon, 76
Skepticism, 115
Social actor, as persuasive role, 38–39
Social contagion, 52–53
SoulCycle, 8
Stories, 10
authentic, 115–116
becoming students of, 108
business, 55
hero’s journey, 40–41
human, and customer engagement, 98–99
love, 30–31. See also Case studies
Story spine: consistent throughout company, 73
Lumo Body Tech, 73–74
reflected in vision statement, 132
to sell transformation, 72–73
shifting to problem-first, 70–71
Strategic questions, 8–9
Strava, 44
Subreddits, 69–70
Success, measuring, 136
“Surprising Habits of Original Thinkers, The,” 67
Target: health and wellness transformation, 77–79
vision statement, 133
Technology: early adopters, 13
productdriven, 67
as transformational, 29
Tetrick, Josh, 123–124
Thrive Market, 110–111
Time-for-a-change moments, 88
Tools, as persuasive role, 37
supplies for updated transformation, 42
Transactional approach, trouble with, 4–6
Transformation, organizational:
across all teams, 95
call to adventure, 56–60
designing process, 94–95;
rethinking competition, 113–114, 124–125
rethinking product, 61–63
Transformation, selling, 72–73
Transformational Consumer: as archetype, 13
building company framework around, 135
business
leaders as, 126–127
changing goals, 51
content marketing sweet spot, 108
defining characteristics, 13–14
and employee reactivation, 134
framework, 8–9
introduction, 3–4
love affair with, 6–8, 13–14, 138
product comparison cycles, 114–115
skepticism, 115
as story characters, 30–31
thinking like, 29–31. See also Customer, rethinking
Transformational Consumer, employees as. See Company culture;
Employees
Transformation, organizational
Transformational Consumer Insights (TCI), 14
framework, 56
Transformational Consumer SelfAssessment, 10, 141–142
Transformational journey: companies that drive, 6–7
nonlinear, 50
powered by relationships, 52–53.
spreading and overlapping, 51. See also Company journey
Customer journey
Hero’s journey
Leader-hero journey
Transformational Platforms, 103
Transformational Spending Index, 28
TransformationalConsumer.com: customer research skills, 91–92
innovationsparking scripts, 131
resources, 137–138
Transformer case studies. See Case studies
examples, 29–30
love affair with consumer, 6–8
role in hero’s journey, 41–42
as social actor, 38
Transformers, defined, 4
Trulia: Rent vs. Buy Index, 109
and scale of impact, 127
Uber, 67
Under Armour, acquisition of MyFitnessPal, 101–102
Unilever, 124
Values, in story spine, 72
Vision statement, 132–133
Wampler, Kira, 29
Wealth, increased, customer-hero’s journey, 45–47. See also HWW Aspirations
Wellness. See Health, improved HWW Aspirations
Winning, as stressor, 1
Wisdom, customer-hero’s journey, 48–50. See also HWW Aspirations
Witherly, Steven, 5
Work, frustration, 48
Yo-yo dieting, 34–35
Young, Indi, 91
Zadeh, Joe, 29
Zuckerberg, Mark, 77