The Transformational Consumer

PROLOGUEThirty Years of Transformation

I’ve been working on this book since I was nine years old. Allow me to share a little with you about how I got from there to here. My story is the story of a Transformational Consumer. It’s also the story of why this book and the Transformational Consumer insights framework at its center both exist.

In my ninth year, my parents owned a racquet club and gym, where I spent a couple of days a week doing step aerobics with a room full of middle-age women, clad (them, not me) in leotards, tights, leg warmers, and high-top Reeboks. I’d watch them cycle in and out, noting which ones showed up all the time and who struggled to keep coming. I listened to them talk about their diets, their clothes, their instructors, ...