CHAPTER TWORemoving Resistance and Triggering Progress

The first rule of personal finance is that it’s not personal and it’s not financial. It’s about your ability to make ten changes and not get too depressed over it.

—JAMES ALTUCHER

TRANSFORMATIONAL TAKEAWAYS

1. The love and loyalty that a Transformational Consumer gives your brand is directly proportional to the degree of change you help them make or the beauty or ease with which you help them make it.

2. Transformer companies remove resistance, difficulty, frictions, and pain points from a Transformational Consumer’s journey.

3. Transformer companies also trigger progress along the transformational journey, by facilitating hard things, activating already motivated people, or functioning ...

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