Do you ever wonder how your product or service impacts your customers’ lives? 


Is it making their lives simpler? Easier? 


Do you ask them for feedback once they’ve tried out your product? 

Do you go out of your way to provide them an outstanding service from start to end? 


Do you go beyond just a transaction and create a transformation? 


If you do, then you know why entrepreneurs who truly care about providing a transformation beyond transaction oftentimes are the most successful ones.


If you don’t, that’s OK, because that’s what this article is all about!


In our latest episode of Systematic Excellence Podcast, we continued breaking down Mike Michalowicz’ Business Hierarchy of Needs, and talked about transformation orientation and why it’s so important for entrepreneurs to provide a transformation rather than having a business rooted in transactions.


So if you’re ready to learn about the benefits of transformation, how to find it and how to show it off for future customers, keep on reading!


Why you need to make “transformation” a priority


Amalie: Today we’re talking about transformation orientation; and the whole idea behind this is going from just serving your clients to actually facilitating a transformation in what you provide to them. Whether it’s a product, coffee or t-shirts, or whether it’s a service, like what we do, where we do consulting on the front end, we help people problem-solve. We are fixers.


Janine: That’s exactly what we provide, a transformation, right? We help business owners whose daily life is running around, stopping out fires, trying to keep up with their team, trying to keep up with every aspect of their business. That’s just overwhelming. They have endless to-do lists and what do we do? We come in and we shake that whole thing down, get it all organized, get their systems together, get their teams trained on them. And in particular for the business owner, get them out of that day to day so they can be the visionary in their business. So we are literally transforming their life from one day to the next and that bleeds into the time they have for their family, so they have more revenue, they have more profit, their team is running more efficiently. It’s transforming them and their business.


Amalie: And we provide the support. We are fixers, so we help identify the issues. We help provide solutions, but we’re also there as a sounding board, so we’re there to help and do the executive coaching to support the business owner in the transition. But not just the business owner: with most of the situations with our clients, we place someone in the integrator or operations role and we help to train that person. So the support’s there as well, which is another level of transformation in itself. We also teach them a new way or coach them on a new way of running their business, which is a transformation in itself too. 


Janine: And what is that transformation? Nothing falls through the cracks. Everybody knows what they’re doing.


How to define what transformation your business provides


Amalie: I think if you don’t necessarily have the words to put towards recognizing or speaking what your transformation is, ask for feedback from your clients, for example: “where were you when we met? And where were you after we worked together? How has it changed now?” And then you can use those testimonials. It allows you to be able to display the transformation.


Janine: I think for online businesses that are like coaches, service providers or course providers, that’s probably a little easier because that transformation really is the reason around the thing that they do or that they’re selling. But what about examples for products?


Amalie: I think for a product, it might be harder to think about the transformation. But if you think about Snapple, for example, the lids; or Dove that has the little sayings inside the wrapper. They have these motivational, tiny little quotes inside the lids or inside the wrappers. And when they get feedback from people, they say, “I love these quotes, they’re so beneficial, it really brightened my day.” That’s a transformation as little as it is, the transformation isn’t necessarily going to be life-changing, it might just be that you improve their day.


Janine: For example for a t-shirt company, it’s really anything, a silly picture, it doesn’t even have to be words. The transformation is the shirt, as the means by which you express yourself.


Amalie: I think the biggest thing with those kinds of products is getting customers to take pictures of themselves with the t-shirt or a picture with the coffee, with the saying on it and then getting them to provide feedback, like “so many people have asked me about this shirt. I can finally express myself”. Getting feedback from them so that you can take that and put it on your website, put it on social media. So you can show the transformation that someone gets if someone puts your t-shirt on and they feel amazing, or they drink your coffee in the morning and they’re ready to take on the day; you definitely want to get them to put that in their words so that you can put that out because then people looking to buy your shirt will look at it and say, “oh, well, they felt amazing putting it on.”


Janine:  I was thinking about the general premise of what entrepreneurs do: they solve problems with whatever it is they do, or the product that they make. And the solving of that problem is the transformation. So it can be as simple as “I have a pen and without this pen, I can’t record my thoughts or save information or communicate.”


Easy ways for showcasing the transformation you provide


Amalie:  I was just thinking, in this little area, what do I have that’s important? And I thought, even a phone case, if your phone case works because it saved your phone from dropping and you’re glad that your thousand dollar phone doesn’t get hurt. Or whatever that’s important. So as consumers, I feel like we do have a responsibility to go write reviews to people who have products that we’ve purchased. But then on the other side of it, if you’re selling something, you need to get feedback so that you can express to prospective clients and customers the transformation that you’re providing and you as the business owner need to understand what that transformation is, because that’s ultimately what you’re selling.


Janine: Whoever’s writing your sales copy should also be able to answer this because it is really important for the sale product descriptions and all that.


Amalie: Google Forms. That’s how we get client feedback. We send out a Google form, there’s some questions on it. And it walks them through. We don’t tell them what to say, but it walks them through, for example, “where were you before? Where are you now?” And we do ask for honest feedback. “Give us honest feedback about what were things that you would have changed or would have preferred to see, or what was missing”, or whatever. We want to know where they started and then we want to know where they are now that they’ve worked with us. That’s important too. Then we can pull from that and put those things on our website, we can put them out on social media. 

Then the way that you measure that is, do you get more feedback? are you getting more comments or reviews on your website, or on your Facebook business page? We always ask people to leave us reviews because sometimes people don’t think about it. But some people go and do it without us asking and that means a lot. I think that’s how you would measure if you’re making a transformation. 


Janine: You can gamify soliciting the feedback, too. You could run a contest or do a giveaway or something like that and have them show your product in the wild.


In conclusion…


Amalie: So as far as transformation orientation, as far as the step goes: if you haven’t already put words to the transformation that you facilitate, it’s important to do that. If you need to refresh the words for it, getting feedback from clients, even reaching out to old clients or previous customers, that’s where you’re going to get that candid response and feedback. 

So if you’re a service provider, or even products, just a simple form to send, “Hey, I’d love to get your feedback on what you thought of working with us” and just Google form it. It’s super simple. You can get complicated with it, but you don’t have to. Then taking those things, make sure you ask for permission, and post them around, put them on your website. And then you have the feedback to be able to express to prospective clients and customers the transformation that you facilitate.


And that’s it for today! We hope this interview has been as helpful to you as it was to us. See you on the next episode!


To listen to the full episode click here.


If you have any questions or want to reach out to us, message us at and we’ll get in touch with you.


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