According to today’s guest, as brands “we must dedicate ourselves to becoming a facilitator of the transformations people want to make in their lives.” The reason, according to Tara-Nicholle Nelson, is because of the number-one factor limiting your company’s success. Disengagement.  She dives into this and more in her new book, The Transformational Consumer: Fuel a Lifelong Love Affair With Your Customers By Helping Them Get Healthier, Wealthier, and Wiser. In it, she reveals a Transformational Consumer Framework to help you elevate how you think about everything: your customer, what you sell, your marketing, the competition, and your team. For more on this topic, just click the play button below. You’ll be glad you did. And, to enter to win a copy of Tara’s book, just click here. Join in on our chat below Subscribe: iTunes | Stitcher | RSS In today’s episode, Tara and I discuss: * The number-one limiting factor for nearly every business * The danger in trying to motivate the unmotivated * Why it’s necessary to rethink every aspect of your business * …and much more! This Episode is Sponsored By Cloud Accounting Software FreshBooks FreshBooks is currently offering a month of unrestricted use to to all RtLP listeners – totally free right now. And, you don’t need a credit card for the trial. To claim your free month, click here and be sure and enter ReadToLead in the “How Did You Hear About Us?” section. If your business uses Freshbooks, and you’d like to share your experience with the Read to Lead audience, click the contact tab at the top of this page and let us know. Be sure and include “FreshBooks” in the subject line. Tara’s Latest Book You can order your copy of The Transformational Consumer: Fuel a Lifelong Love Affair With Your Customers By Helping Them Get Healthier, Wealthier, and Wiser right now. Tara in Action Books Tara Recommends Necessary Endings by Dr. Henry Cloud The War of Art: Break Through the Blocks and Win Your Inner Creative Battles by Steven Pressfield Turning Pro: Tap Your Inner Power and Do Your Life’s Work by Steven Pressfield Do the Work: Overcome Resistance and Get Out of Your Own Way by Steven Pressfield The Untethered Soul: The Journey Beyond Yourself by Michael A. Singer Tara’s Resources The best place to find out more about Tara is at her website. Here, you can pick up a copy of Tara’s