Meaningful: The Story of Ideas That Fly

Have you ever read a business book and realized that it was a foray into what the future will look like, or rather should look like? ‘Meaningful' is that book! From the first page you realize the book is special, it means something deeply to the author. This book is a gift to readers and businesses large and small.In her book, ‘Meaningful', author Bernadette Jiwa, helps us to understand that:"People no longer just want to buy things from us without thinking— they want to become invested in the businesses and brands that they choose to support, and they want those brands to be a part of the stories they tell both to and about themselves.” [Kindle Locations 919-920]Small or large, startup or established - Successful businesses have made a fundamental shift; they realize that customer relevance has become a necessity and is also a commodity. They have shifted to a deeper meaning; away from just being relevant. That shift is to being a ’meaningful’ business and understand that “… meaning and value are created at the intersection of the customer’s worldview and your understanding of how your product aligns with that worldview.” [Kindle Locations 688-689].The customer’s story is the central concept in Bernadette’s narrative. Success in business should be based on helping to create a meaningful customer story that not only incorporates the customer’s journey, and problems along that path, their feelings, and what businesses want their ‘customers to become.’ [Kindle Location 233 - Ref Schrage, Michael. Who Do You Want Your Customer to Become? Harvard Business Review Press, 17 July 2012.]‘Meaningful' is broken down into four parts. Each part leads you on the path to storytelling by sharing insights, examples, and stories. In part four of the book we are reminded not to forget that , "your market is defined by someone’s need, not by your idea …”. [Kindle Location 1108].The end of the book uses case studies and examples that are provided so you can write your own 'Story Strategy' using the ‘Story Strategy Blueprint.’ (You should work on understanding your customers worldview before you start on creating your own product, business, or idea. The strategy really makes a lot of sense!) All of the businesses listed take this to heart and are highly pertinent examples. The businesses include: Shoes of Prey, AppBot, Black Milk Clothing, Canva, Flow Hive, GoPro, Little Flowers, Khan Academy, and Nike FlyEase. Although many of the businesses listed may not have been built specifically on the story strategy blueprint, it is pretty amazing to note how they follow it!The blueprint symbol that Bernadette uses on her story strategy graphic is also the symbol for infinity, I think that is not a coincidence. Businesses need to constantly evolve their story and align it to their customers, feelings, problems, and world view - it’s an ongoing process. But from the start, these things should be inherent in the design and innovation process of any business, project, or startup.After reading ‘Meaningful' you will gain a better understanding of the central role the customer’s story plays in the future of business and how you can incorporate it at the beginning rather than as an afterthought. This model can apply to many things including projects, campaigns, startups, and established businesses - large or small. There are downloadable resources and links within the book, as well as a website dedicated to learning more.I highly recommend this book. Beside the strategy itself, the information and insight included in the book are also priceless!

I first learned about Bernadette Jiwa’s work from Seth Godin. He referenced her TedX Perth speech in a blog post a few years ago when she spoke about The Secret to Spreading Ideas. I have been captivated by her writing and ideas since that first encounter. Bernadette’s new book, Meaningful, The Story of Ideas that Fly continues the themes and insights about marketing.The book provides a helpful frame of reference for understanding how and where marketing fits into a brand’s journey and the customer’s needs. When we start with an empathic and compassionate view of those we want to serve, the product path becomes clearer.Marketing is not something we do to a product or service. Marketing starts by having a deep understanding of a customer’s story and then trying to find how you can help support them in their quest for a solution.Waiting endlessly for a cab to show up was a common problem. Worrying about paying for the cab. Concern that the cab won't be clean. But it took Uber to recognize that if they could tell you where the car was and when it would arrive, make paying easy ---it might help you manage the uncertainty and solve a problem seamlessly.“Every business that flies starts not with the best idea, the biggest budget or better marketing, but with the story of someone who want to do something, and can’t. We don’t change the world by starting with our brilliant ideas, our dreams: we change the world by helping others live their dreams.” B.JiwaMeaningful has many examples of businesses that started by understanding a problem before they created a product or service. You can learn about Shoes of Prey, Appbot, Black Milk Clothing, Canva, Flow Hive, Go Pro, Little Flowers, Khan Academy, Harry’s and Nike Flyease. Each story captures the essence of the idea that it isn’t what you do that matters, but how it makes customer’s feel. When you begin with your customer’s story, your chances of success expand exponentially.Through Bernadette’s Story Strategy Blueprint, she maps out examples of how problems and their stories are at the origins of successful businesses. You can download a free copy of the blueprint on her book’s website.The best marketing advice books help you understand how you can learn from the success and failure of others. They shed light on the simple truths of why we buy and how we are motivated. If you are struggling to market your product or service, perhaps you don’t fully understand your customer’s story and the problems and needs that she faces. When you do understand what motivates someone to purchase, then your product will fly.Read Bernadette’s book. It’s filled with meaningful marketing wisdom.​

In an age of power shifts, markets being disrupted, endless competition and so many broken systems around us- this book puts the finger on the one ingredient that makes all the difference-The one that makes you stand out in 100 competitors.The one you'll be successful with not only in two years time, but way further than a decade away.The one that will help your business thrive (and transform, if needed) despite financial turmoil and uncertainty.The one that won't let you lose your mind and get stuck even when you're way after your millionth user.The one that will get you closer than ever to what matters to you: customers, users, clients, partners, presence, building a brand.Baking meaning into any business can be tricky and extremely difficult. But in today's landscape its inevitable if we want to survive, flourish, not to mention build a better tomorrow. As a well known designer once put it-"The question today is no longer what to build or how to build it. Building is the easy part.The question is what are we meant to build together- with our users."Aside from the marketing wisdom, stories, competition, sales tactics, case studies and secret sauces of success you'll find in this book- ask yourself this one question: "What were we meant to build together?"This book is your compass for finding the answer.

A really light touch approach to reminding people of the importance of human-centric design and strategy.If you are looking for something to develop your skills further in this area, you'll be disappointed with examples and references to businesses and case studies you're already likely to know, and much of the writing is rooted in the author's experience and opinion rather than backed up with any rigorous data or science.That said, if you are starting out from scratch, and would like a primer, the core principles of thinking about people, problems, strategy and execution - this is a good first step with a simple framework to use and apply to your own work, and will help you structure an approach to human-centric thinking and design.

Super smart and humanly warm insight from a considered and gentle author.A must read if you're serious about having meaningful experiences from your work.

Brilliant from Bernadette Jiwa. She has a really unique and inspiring view on business. A great read.

Great

Great book. Inspiring and meaningful (pun intended)