Resource Library:

The new year is probably a good time to revisit an old topic: How can you connect with customers who have vowed to find more meaning in their lives? 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.