Making Meaning:  How Successful Businesses Deliver Meaningful Customer Experiences
By: Steve Diller, Nathan Shedroff and Darrel Rhea

Head: (4 out of 5)
Heart: (4 out of 5)
Leadership Applicability: (5 out of 5)

In the past, companies could reach customers by focusing on the features and benefits of a product or service.  In today’s marketplace, consumers are looking for meaning and companies that can provide it through experiences can drive demand for their product.  When meaning can be attributed to a product or service, it taps into what customers value, creating a personal connection with their experience of that product, service or brand.  That connection, in turn, leads to loyalty and business growth.

However, designing meaningful experiences is not just a task for marketing or design.  The authors argue it is a company-wide strategic imperative.  Innovation emerges from the design of meaningful customer experiences and creates competitive advantage.

This book offers practical strategies for turning your business into a “meaning business.”  The authors share examples of other meaning businesses and provide a framework for identifying, designing, delivering and maintaining deep and rich experiences for customers.

Leaders interested in a business strategy that will work in today’s globalized marketplace will want to read this book.  Buy it now.