Chapter two
Removing 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 as a tool, medium, or social actor.
I won’t bury the lede here: the love that Transformational Consumers will have or develop for your brand is directly proportional to the degree of HWW change your company helps them make or the incremental beauty, joy, or ease you add to the journey toward their goals.
Think of every Transformational Consumer’s process of pursuing any individual goal as just that: a process, a journey. Depending on the goal or the person, a journey might take a week, 72 days, four years, or a lifetime. All along the journey toward every HWW goal that our intrepid aspirants ever attempt, they will encounter two categories of phenomena: resistance and progress triggers. I often refer to these categories as things that get people stuck (resistance) and unstuck (progress triggers).
By definition, Transformers are the companies that remove resistance and trigger progress at critical moments along the journeys of the people they serve.