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.
Steve Diller has more than 20 years of strategy and
marketing consulting experience. He leads Cheskin’s Experience
Design Studio and also drives Cheskin’s innovation practice.
Diller’s impressive roster of clients includes the Washington Post,
Hewlett-Packard, Microsoft, LG and Weight Watchers. He has
contributed to numerous books, including The Human-Computer
Interaction Handbook, The Principles of Trust, and Newspaper Brand
Development and has produced and directed several feature
films.
Nathan Shedroff is one of the pioneers of experience
design, which has been the focus of his speaking and teaching
engagements, his writing, and his professional projects. Part
designer, part entrepreneur, he provides strategic thinking and
design consultation to companies seeking to provide their customers
better experiences in a variety of media, including print, digital,
online, and product design. He was twice nominated for a
Chrysler Innovation in Design Award, as well as for a National
Design Award. Nathan is the program chair of California College of
the Art's groundbreaking MBA in Design Strategy. He is also the
author of Experience Design I (New Riders).
Darrel Rhea is CEO of the innovation consulting firm,
Cheskin and is considered to be one of the world’s most influential
strategic design consultants. In addition to his work in executive
coaching and training for international organizations, over the
past 25 years his leverage of research for user-based design has
influenced thousands of products, services and brands for the
world’s leading companies. A frequent keynote speaker to business
audiences around the globe, he is a leading advocate for
customer-led innovation, design research, and design management
practices. Rhea was featured in Malcolm Gladwell’s Blink, and won
the Jay Doblin Design Award for his contributions to experience
design.
"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 and Mather Worldwide Brand Integration Group "This delightfully clear book is intended to help companies connect real people by placing meaning at the center of a company's "culture of innovation." With wit, intelligence, and humor, Making Meaning is about as far as one can get from the rapaciousness of soulless consumerism. Louis Cheskin must be smiling!" -Brenda Laurel, Ph.D., Distinguished Engineer, Sun Microsystems "A visionary, eye-opening book that tackles the critical emerging question: When everything is possible, what is necessary? Authored by top leaders in the field, it is a must-read for anyone looking towards the future, for it brilliantly illustrates one of the promising keys to business success." -Marco Steinberg, Associate Professor, Harvard University, Graduate School of Design "Turning the ordinary into meaningful is at the core of this innovative book about how to enrich customer experience through powerful insights. It analyses universal meaningful experiences derived from global research. The marketing strategist, the brand manager, the market researcher, the designer, and many others will find in these pages inspiration for actionable improvement of products and services.Making Meaning holds the secrets of powerful marketing. Thank you, Steve, Nathan, and Darrel, for bringing this book to life." -Felipe Korzenny, Ph.D., Director of Graduate Studies, Communication; Director of the Center for Hispanic Marketing Communication, Florida State University "Making Meaning is a 'whole brain' innovation process that makes a whole lot of sense." -Brad Casper, President and Chief Executive Officer of The Dial Corporation
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