Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

ElevenMoving Forward

Is "making meaning" just a fleeting fashion? An idea suited to 2006 and maybe a year to two beyond but destined to fade as soon as the next fresh idea hits the market? We don't think so. We have traced its roots and see it as a logical and timely evolution. It incorporates the functional and economic emphasis of the early 1900's, and it grows comfortably out of the focus on emotion and identity that characterized the last half of the 20th century.

Our belief in the validity and viability of this business strategy also stems from our conversations with business leaders. Most have exhausted the benefits of earlier approaches and are investigating new approaches. More often than not, when they explain what is missing from their ...