FourFinding a Starting Point

Companies don't just wake up one morning and decide to start making meaningful experiences for their customers. Like people, companies develop habits and patterns that are difficult to change, and the commitment to meaningful experiences requires full company support. To be successful, a company needs to integrate meaning throughout its development process and in every area of innovation, starting from the identification of opportunity and proceeding all the way through maintaining customer relationships. Making meaning is a company-wide initiative.

For that reason, a good starting point for a company that wants to build meaningful experiences for its customers is to assess what type of innovation culture it currently ...

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