When you combine a master's degree in electrical engineering with an MBA from MIT, you get a number-loving marketer who knows how to shift a culture to become performance-based. This is exactly what Nutrisystem needed in November of 2012 when Dawn Zier stepped in and delivered a much-needed turnaround.

Background on Dawn Zier's Successful Turnaround

In late 2012, Dawn Zier took the helm at Nutrisystem. The stock price had gone from roughly $70 to $7 after five straight years of declining revenues and profits. Dawn immediately embarked on an ambitious 4-point turnaround and growth plan. Her mission in 2013 was to fix it fast, and 2014 and beyond has been about innovation and growth. In 2014, the company experienced its first full year of revenue growth in 7 years.

In 2015 and 2016, she championed a strategic vision centering on building a multi-brand and multi- channel approach to capture a more significant share of the weight loss market and to expand into the broader health and wellness space.

Under Dawn's leadership, Nutrisystem recently reported its third consecutive year of double-digit growth and is entering 2017 with a track record of 14 quarters of consecutive year-over-year revenue growth. The overall result is resurgence at Nutrisystem under Dawn's leadership. Guidance for 2017 implies that the Company will have its fourth consecutive year of double-digit growth. Both the Company's profits and stock value have increased more than 6X during her tenure and surpassed the $1 billion market cap mark. The iconic brand's luster is clearly back. So what changed?

10 Steps to Mastering the Doorstep Economy

I had an opportunity to sit down with Dawn Zier earlier this month and asked her to share her formula that helped stem the tide of declining revenue and deliver double-digit growth. Here are the top 10 things she did to master the doorstep economy:

Listen to What Your Customers Really Want - Not What You Want
Understand How Macro Trends Impact Your Business (Such As The Doorstep Economy)
Shift Your Culture to Become Fact-Based.
Tap Into the Often Overlooked Major Source of Innovation: Your Call Center.
Your Website is Magic.
Beware of Cultural Shifts in Your Industry.
Marry Your Marketing to Your Numbers.
Train Your Data Scientists to Synthesize and Summarize.
Reformulate Your Product(s) Based on Customer Feedback.

Think Through and Map Your Customer's Journey. "Start by building out the front-end," Dawn explains, "but your back-end is where your profits are made. Extend the lifetime value." As you may have seen in some of my previous articles on mapping your customer's journey, this is something I spent a lot of time advocating. Most businesses focus on the "discovery" and "activation / engagement" phase so that they can drive to the "transaction" phase. The real profits are in the "advocacy" phase as this is where your customers become raving fans and exponentially fuel your growth.

Take it from a well-established leader in the Doorstep Economy. Nutrisystem has had its ups and downs, but the last 5 years have seen sustained and substantial growth. Implementing these insights will help ensure your business is maximized and optimized to its fullest potential.