Meaningful Book Summary - Meaningful Book explained in key points
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Meaningful summary

Bernadette Jiwa

The Story of Ideas That Fly

4.2 (23 ratings)
11 mins
Table of Contents

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    Stay relevant to your customers by understanding what they really want.

    Tons of new products and services enter the market every day. And some of them are the result of a truly innovative idea: those products and services that make your life easier, more enjoyable and, simply put, better. But a great product doesn’t guarantee customer satisfaction.

    In fact, the customers of today want products and services that truly take their needs seriously. It hasn’t always been like this. In the past, a taxi driver wouldn’t worry too much if a customer was grossed out by his cab, because it was unlikely that the two would ever meet again. Bad customer experiences didn’t affect business.

    But with apps like Lyft and Uber, that’s all changing.

    That’s because Lyft measures how long your ride lasts, who drove you and what your experience was like. As a result, the focus is put on the quality of the ride, and the customer’s voice is absolutely essential.

    So, what does this mean for business in general?

    That it’s key to stay relevant to your customers. And that means tracking their behavior and gearing your product or service toward their way of life. A great example is the way Google developed Google Images.

    It began as a search engine just like countless others, but became a household name by showing users not just what they search for, but what they want. So, Google’s success wasn’t about tech-savvy developers, but about carefully observing customers and intelligently using the knowledge this observation afforded.  

    For example, at the 2000 Grammy Awards, Jennifer Lopez donned a see-through Versace dress with an open neckline. The dress became so famous that it got its own Wikipedia page, but also presented a problem that Google had to solve. The dress rapidly became (up to that point) the most googled thing ever; people were dying to see photos of it. Hence, the birth of Google Images.

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    What is Meaningful about?

    Meaningful (2015) is a guide to making customers central to your business. These blinks, by teaching you how to produce a product that truly matters to and empowers your customers, will perfectly align your brand with the demands of the twenty-first century.

    Best quote from Meaningful

    Our task is to read things that are not yet on the page. - Steve Jobs

    —Bernadette Jiwa
    example alt text

    Who should read Meaningful?

    • Entrepreneurs looking to boost business
    • Innovators
    • Marketing managers who want a broader perspective

    About the Author

    Bernadette Jiwa is a brand-story and marketing strategist. She’s written an Amazon bestseller, and offers consulting to entrepreneurs, companies and business leaders, setting them on a path toward producing value for their customers.

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