Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences
Steve Diller, Nathan Shedroff and Darrel Rhea
New Riders Publishing, Dec. 2005
152 pages, $24.99
This is not a philosophical question, argue the authors, consultants all. Rather it is a strategic one. Smart companies such an OnStar Corp. connect their products to something that resonates with the audience; in the case of OnStar's in-vehicle technology: safety. The authors believe that authenticity, meaning and relevance inspire trust, and that results in lasting and profitable customer relationships. They present a blueprint for incorporating meaning into your innovation efforts.
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