Meaningful: The Story of Ideas That Fly

by Bernadette Jiwa

The two most important things we can do are to allow ourselves to be seen AND to really see others. The greatest gift you can give a person is to see who she is and to reflect that back to her. When we help people to be who they want to be, to take back some of the permission they deny themselves, we are doing our best, most meaningful work.

Early on in the process, we are so focused on ideation and creation that we forget to think about the story we will ask the customer to believe when the product launches, and so we miss an opportunity to make the product or service better.

Hieu nhu cau cua.khach hang truoc khi sang tao y tuong

this book helps you to start with the customer’s story.

Understanding who their customers were—those customers’ needs and their hopes and dreams—became the jumping-off point for both product innovation and marketing.

If marketing is about making people aware of the value you create, to do that, you have to unlock the value in your story.

Value of marketing

innovation is about creating value, to do that well, you must unlock the value in the stories of the people you hope to serve.

Propagate Your idea via products/services + marketing plan

No business thrives unless it creates a difference for people who are willing to exchange money, time or loyalty for the value that difference brings to their lives.

purpose of innovation is not simply to make new, improved products and services;

is to make things that are meaningful to the people who use them.

The solution lies in following a principle that management consultant Peter Drucker spoke about decades ago:

‘the purpose of business is to create and keep a customer’.

and to help your team come together around a shared vision for what the future could look like.

[Y]ou’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it

Technology is one of principles and it's a leverage to be closed customers.

strategy and a vision

started with ‘What incredible benefits can we give to the customer, where can...

Not starting with ‘Let’s sit down with the engineers and figure out what awesome technology we have and then [ask] ...

Before [your product], people did. After [your product], people do.

Note to.recognize before and.after; behavior is changing

The point of the exercise isn’t to demonstrate the potential of a sheet of paper (although that is pretty cool); it’s to show the plane maker what her efforts make possible.

Success is not what you make, but the difference that it makes in people’s lives.

Create a working place, people join and engage to make better

Technology is not just taking us forward—it’s taking us back. It’s giving us back the ability to better understand our customers so that we can be not only useful, but also important to the people we serve.

backward is a interesting and new; look back to know better; priorities via expriences-and-systematic knowledge

create better experiences—ones that make people feel good and give them a story to tell.

‘relevance is the new remarkable’. But relevance is what we have come to expect. It’s the minimum requirement for doing business now.

The best inventions are never finished. Great inventors don’t just stand there,

They keep working furiously to create something even better.

faces four massive challenges.

4 thach thuc chung cua doanh nghiep: 1. Su lon xon 2. Doi thu 3. Hang hoa 4. Khach hang nhan dien/nhan thuc

product development and marketing were about making stuff and creating awareness

then converting that awareness to attention in the hope that it would lead a prospective customer to take action

Product development and marketing.create awareness, then they convert awareness to hope for creating/finding customers and lead to take action

Marketing has gone from this…

It turns out that affinity that is earned, not attention that is bought and paid for, is what’s powering business growth now.

Small change from Attention to Affiliate

Innovation is a by-product of empathy. Winning ideas are a by-product of taking risks. Excellence is the by-product of empowered cultures. Profits are the by-product of happy customers.

Quote about product-driven

Success is a by-product of mattering.

How could we change everything by creating products for,

instead of finding ways to market to,

The best way to get attention, then, is to give it unconditionally first.

The ‘little guy’ doesn’t have to start with his company’s own story or the current reality of a corporate behemoth. He can start where the customer is, see where she wants to go and build something for a reality that doesn’t yet exist. No maintenance of the status quo required.

Clever and smart approach

The kind of hard data Tesco was collecting didn’t tell the whole story in the context of the changing circumstances that people were managing.

The data told Tesco what happened in the store, but that was just a tiny slice of what the customers were living. The data measured the customers’ relationships to the business and the brand, but it couldn’t accurately measure how they were feeling in the moment.

Missing context of customers' story special tendency, this makes misleading and not helps to driven-decisions

Loyalty cards can’t replace genuine connection, and data analytics can’t always measure what matters most.

‘Meaningful’ has to cut both ways.

There’s a reason the IKEA catalogue comes in sixty-seven versions and thirty-two languages: the company knows that their products are worthless if they don’t fit the context in which customers will use them.

Actions taken for understanding environment of custokmers

business model depends on volume, they can’t change their products for different markets. It’s essential, therefore, that the in-store room displays fit each country’s culture. A bedroom in Japan might feature tatami mats and the earthquake beams that go through so many Japanese flats, while an American bedroom might be larger and show a bed covered in pillows. In

‘personalization and beauty are everything, and the only way to get one company’s product onto different people’s wrists is to offer options—sizes, materials, bands—for a wide range of tastes and budgets.’

The driver of these innovations is an uncommon understanding of what the customer (aka humans) wants or how to deliver an understood solution in a better way.

The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention.

people don’t just buy the thing, they buy the feeling,

Leverage data to get closer to users, customers or fans.

Tap into consumers’ latent desires. Connect the disconnected.

Disrupt people’s lives, not industries—aligning

Our task is to read things that are not yet on the page.