Meaningful: The Story of Ideas That Fly

by Bernadette Jiwa

customer’s story considers not just what the customer tells you, but also what you hear her say, and what you notice her do or be unable to do—things

customer is the ‘starting point’ of a business’s purpose.

make things people love so that you don’t have to work so hard to make people love your things,

‘Who do you want your customer to become?’ Before [your product], people did. After [your product], people do.

knowing exactly what I want and giving me as many shortcuts to that as possible.

Just because they heard you doesn’t mean they’re listening.

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

Changing the packaging without improving the contents doesn’t change the story.

Without meaning, products and services are just commodities and nobody wants to be in the commodities business.

We do the done thing because that’s what has the least chance of being an outright failure.

The irony is that the unremarkable and familiar thing also has the least chance of being a runaway success.

if we want to get inside people’s wallets, we first need to get inside their heads and, more important, their hearts.

[I]t’s seeing the invisible problem, not just the obvious problem, that’s important,

Think of your product or service as the catalyst or enabler of something in the life of customers and users.

You don’t need all of the world on day one,