Introduction: Meaning: The Heart and Soul of Innovation
One: The Road to Meaning
From Mass to Niche
From Identity to Experience
The Demand for Meaning
Two: The Value of Meaning
Experience Defined
The Meaning of Meaning
Shared Meaning
Personal Meaning
Corporate Meaning
Three: Meaning on a Global Scale
Experiences with Global Appeal
But What About?
Turning the Ordinary into the Meaningful
Four: Meaningful Innovation
Defining Your Company's Innovation Culture
Structuring Change
Making Decisions
Five: Designing Meaningful Experiences
Design Intent
The Process
Six: Identifying the Opportunity for Meaning
Defining the Process
Understanding the Customer
Choosing and Confirming
Seven: Framing the Experience
Choosing the Experience
Defining Scope
Eight: Shaping the Concept
Breadth of Experience
Duration of Experience
Intensity
Nine: Delivering Reality
Interactivity
Triggers
Confirming Perceptions