Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

SixIdentifying the Opportunity for Meaning

The design of authentically meaningful experiences emerges from a deep understanding of the potential customer. It also requires a keen appreciation of market and industry dynamics, as well as influential technology and design trends. From the cultural perspective, we identify how, where, when, and why people want to connect to new or deeper experiences. From the business perspective, we learn what it will take to be financially and commercially successful. The understanding we gain from these two perspectives defines how a new experience is delivered and provides a standard by which to evaluate the potential business impact of that offering.

Both perspectives—business and cultural—are equally important ...