Making meaning

Commodity goods and worldwide competition make it hard for firms to earn devoted, long-term customers. Stephen Diller argues that the answer lies in designing experiences that carry real meaning for buyers. Drawing on the thinking of Louis Cheskin, a pioneer of market research, the book examines how businesses can deliberately call up meanings people value and, in doing so, build greater worth and durable advantages over rivals.

The author points to a small group of companies already working this way, but argues that no one had previously laid out the approach so clearly and usefully. The book does more than urge companies toward an innovation process centered on meaning. It describes the steps to take and the qualities a team needing this kind of innovation should have. Its examples come from the experience of the Cheskin company and from the authors' observations of today's global marketplace.

The book separates meaningful experiences from trivial ones, the former being those that strengthen or change a customer's sense of purpose and importance. Its outlook on a world of meaningful consumption is idealistic, yet it remains a practical business book focused on return on investment. It explains how research and development, design, and marketing teams can work together to produce richer, more engaging experiences.

The work is aimed at business leaders who want their companies to develop products and services with more meaning in order to reach their goals.