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Meaningful: The Story of Ideas That Fly

Meaningful: The Story of Ideas That Fly

by Bernadette Jiwa

J. K. ROWLING

No story lives unless someone wants to listen.

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Before-the-product and after-the-product story

                    Brands, businesses, movements, products, and services succeed by bringing meaningful change to people. There is a life and a way of being before the product or service existed, and a life and a way of being after it. 

Can you remember life before Goo...

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What customers crave, more than the commodity they think they are paying for is to be understood.

What they want more than a reliable ride to their destination, a comfortable bed for the night, or even a book, is to really be seen. What they want more than responsive o...

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ERIC SCHMIDT

The best inventions are never finished. Great inventors don’t just stand there, rub their hands together, and say ‘My work is done here’. They keep working furiously to create something even better. It’s part love, part necessity. Because if they don’t reinvent their ideas time and again, som...

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Every business today, no matter its size or legacy, faces four massive challenges.

  • Clutter 
  • Competition 
  • Commoditization 
  • Consumer consciousness.

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Awareness and attention were the holy grails of every marketing strategy, so the way you became successful was to pay for more of both. But there’s a subtle change taking place. 

People are choosing to spend their money with companies that take the time to get to know them ...

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The gift of the digital world

Digital is an incredible medium, an enabler of businesses that previously wouldn’t have had a chance of succeeding without a factory and huge investment. But it’s not mastering the medium—understanding how the technology works—that matters; it’s how and why you use it.

You...

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 It’s easier than ever to spam whomever you want to reach because most people are just an email address and a click away. If your goal is to get and leverage someone’s attention for a split second, then, of course, you can.

The kind of attention everyone seeks though isn’t this meaningless ...

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STEWART BUTTERFIELD

The best — maybe the only? — real, direct measure of “innovation” is change in human behaviour.

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They don't disrupt industries, but they disrupt people’s lives for the better. Any innovation that is adopted or idea that spreads succeeds because enough people want the change that happens as a result. 

Success doesn’t come from simply making things that work —it is born ...

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Sustainable businesses have long been built on understanding the importance of how people decide, as much as on knowing what they buy. And great innovations are born from believing that the way people use a product is just as important as how it works.

It has never been mor...

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Old rules of brand awareness:

  1. Make something for everyone. 
  2. Tell our story. 
  3. Attract customers. 
  4. Build brand awareness. 

The brands that succeed today have flipped things around. New rules of brand awareness

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  • Before self-service shopping, online stores, social networks, and recommendation platforms, the consumer’s role was limited to buying what was on offer. 
  • Today, customers are more than just passive consumers of products and services. They are partners, co-creators, patrons, advocates...

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  • They start with a purpose and a small problem, rather than a big idea. 
  • They're based on what people do, not what they say they do. 
  • They leverage data to get closer to users, customers, or fans.
  • They can be more responsive to customers’ behaviors and needs. 
  • ...

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The Story Strategy Blueprint

It ensures that the needs and wants of your customer remain front and center as you develop products and services and make plans to bring those ideas to life. 

  • Step 1: Story: Think about who the customer is beyond the basic demographic information. Des...

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