Meaningful: The Story of Ideas That Fly

If you want to be the best in the world, don’t start by trying to create the best product or service. Start by figuring out how people want to feel.

better products lead to happy customers, lead to more cash flow, to better products, to more customers and so on, with all parties enjoying and benefitting from a growing ecosystem of win-win relationships. It’s hard to do and takes patience, and a certain orientation and discipline but, when it works, it is a beautiful (and very profitable) model.

when we look at stock market valuation or profitability, the answer is the same: growth and long-term profit no longer come from relentless industrialism. And organizations that achieve extraordinary customer service rankings find a way to embrace humanity as well.

The problem with most marketing parlance is that it's dehumanising. The language causes marketers to think of people not as human beings with real human needs, but as a resource of potential consumers to be manipulated into parting with their money. The task of marketing becomes a left-brain, ‘control and numbers' exercise instead of a human exchan