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Making Meaning: How Successful Businesses…
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Making Meaning: How Successful Businesses Deliver Meaningful Customer…

by Steve Diller, Darrel Rhea, Nathan Shedroff

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An interesting read showing how meaning is made from designed experiences. ( )
  TDWolsey | Dec 8, 2016 |
The notion of experience design has been more or less worn out in recent years by interaction design practitioners and managers, but this book provides a refreshing reminder that the customer is really where everything starts and ends. The authors survey the development of consumerism and marketing from product focus through brand focus to experience focus, and then devote most of the book to a customer-centered process for developing products and services. The development process they introduce is strongly focused on the meaning that products and services make to customers, and builds an empirically well-grounded and coherent image of intended experience. In my opinion, it addresses a topic of growing significance to interaction designers and it does so in a highly credible way.
  jonas.lowgren | Jan 14, 2011 |
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Author nameRoleType of authorWork?Status
Steve Dillerprimary authorall editionscalculated
Rhea, Darrelmain authorall editionsconfirmed
Shedroff, Nathanmain authorall editionsconfirmed
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Amazon.com Product Description (ISBN 0321374096, Hardcover)

We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand to higher ground, fast. And it‘s written by people who not only drew the map, but blazed these trails in the first place.”
–Brian Collins, Executive Creative Director, Ogilvy & Mather Worldwide Brand Integration Group

In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences.

Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. Making Meaning not only encourages businesses to adopt an innovation process that’s centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team.

Meaningful experiences—as distinct from trivial ones—reinforce or transform the customer’s sense of purpose and significance. The authors’ vision of a world of meaningful consumption is idealistic, but don’t be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to create  deeper and richer experiences for your customers.  Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.

(retrieved from Amazon Thu, 12 Mar 2015 18:18:04 -0400)

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