Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

ThreeA World of Meaningful Experiences

Humans have evolved to value increasingly complex meaning in their lives, an evolution that is partly reflected in our consumption of goods and services. This evolution has proceeded from a primary focus on function and economic value to the addition of progressively more intricate offerings like status and emotional value, and now meaning. Worldwide, consumers are increasingly seeking products and services that connect with them through meaning, that jive with their sense of how the world is, or should be. Although this trend is prevalent in the West, we see increasing evidence of it globally. Just as tribes, traditions, and objects brought order and "rightness" to people in previous centuries, a company ...