Change

You’ve done it—you’ve moved your audience forward to the point that they are directly interacting with you. Now change becomes possible.

Here, you have the opportunity to deliver on your values and to demonstrate the truth of who you are. It changes everything. Before this, your audience member only had a hunch and a hope of who you are. But now, a er connecting and interacting with you, they know. is experience takes them beyond mere feelings into a reality. is creates trust.

While Move generates an internal reaction, Change generates external action thanks to this added layer of trust. It could be as simple as someone changing brands from, say, a PC to now buying all Apple goods—but the end result is a tangible impact: they are literally changed in some way, even if it’s just changing behavior or commitments to a new line of business.

A positive interaction creates

Positive

change,

Building More

trust. When your clients interact with you and your brand, it changes the way they see you and can even change the way they view the world and how they move through it. It’s a powerful moment that can lead to a powerful word-of-mouth engine. When a friend asks for a recommendation, your clients will suggest your brand, citing the positive change they experienced with you.

is is where most marketers live: acting as agents of change, constantly looking to convert clients to their systems, goods, or services—and invisibly enlist them to help change other people’s experiences. is is where most great companies work and succeed.

But we are not here for great. We are here for exceptional. We are here to make the previously unseen wave into a visible, endless tsunami composed of individuals who will never be the same again.

You may not be aiming to upend every practical aspect of your audience’s lives, but Transformation is change at the deepest level. It has the power to impact your clients’ entire human existence— body, mind, and spirit. Not only will they achieve the results they want, and not only will they refresh the way they think about themselves and what they are capable of, but they will also connect to something greater than themselves and amplify their belief in humanity.

ere is a famous tagline by Billabong that said, “Only a Surfer Knows the Feeling.” It embodies the idea that once you stand up on a wave, you know, feel, and act di erently and will never be the same again. Tony Robbins o en repeats a phrase at the closing of each of his live sessions, “Life will never be the same again,” underscoring the experiences his audience has come to expect. e expectation of Transformation propels your brand beyond loyalty and into the realm of folklore. Yeah, I said it. e greatest power comes when your audience experiences real and personal change that ma ers to them. is is the highest value you can give, and it leads to the ultimate value you can receive: when those changed individuals share their personal experience with others.

And when you deliver on a promise, when aspirational value becomes actual value, you tap into that irrational response mentioned earlier in “Connection is the New Cash.” Transformation creates raving fans who can’t stop—and won’t stop—talking about you with everyone they meet.

Over time, the impact of word of mouth continues building, like a never-ending wave that you get to create.

Ultimately, Transformation is about fulfillment—changing a person’s needs from unmet to met, from empty to full. Your value gives them an avenue to align more fully with their values. is process requires the deepest integrity and intention. It begins with how you fulfill your promises to your clients, which translates to how fulfilled your clients are by your services, and, finally, to how fulfilled you are as an entrepreneur.

Creating a Groundswell goes beyond meeting needs and into the work of fulfilling lives.