If you’ve been following along, we have written quite extensively since we first introduced the concept of transformational marketing in May of 2016.
The concept of redefining how your customers experience you, understand you, and interact with you has always been at our core. Since we founded TopRight in 2007, we have always known that if you want to reach the top right quadrant of market performance you need to have:
- A simple Story
- A clear Strategy
- Your Systems in alignment to execute on your brand’s promise
With my latest book, Marketing, Interrupted, I share the stories of business leaders across a variety of industries who are driving significant transformation within their company on behalf of their customers.
This book explores the challenges marketing leaders face and reveals how they are approaching change in a very different way – sometimes in ways that seem counterintuitive, or even a little crazy! For the reader, my goal is to challenge you as marketers, advertisers and leadership teams to think differently and change your ways.
Marketing, Interrupted gives you a front row seat to watch the practice of transformational marketing in action. In this story, the marketers are the heroes. They align Story, Strategy and Systems to give their customers a reason to care, a reason to listen, a reason to engage, a reason to buy, and most importantly, a reason to stay and advocate for the brand.
Here is a recent review of the book and my interview with Jane Seago from YPO: https://www.ypo.org/2018/08/marketing-from-traditional-to-transformed/.