The Transformational Consumer

CHAPTER THREEThe Hero’s Journey of Your Transformational Consumer

There ain’t no journey what don’t change you some.

—DAVID MITCHELL

TRANSFORMATIONAL TAKEAWAYS

1. Each of a Transformational Consumer’s HWW goals represents a quest that plays out along the same format as the age-old Hero’s Journey story line.

2. Your company’s role is mentor, aide, guide, or tool (including supplies) on your customer-hero’s quest.

3. The quests of Transformational Consumers unfold in complex yet predictable ways: they are rarely logical or linear, they overlap with each other, one quest often snowballs into another, and they are fueled by social contagion.

It’s illuminating to think of a Transformational Consumer’s journey toward achieving any individual HWW ...