Saturday, February 1, 2025

Lessons from "Meaningful: The Story of Ideas That Fly" by Bernadette Jiwa

Bernadette Jiwa’s book Meaningful: The Story of Ideas That Fly focuses on how businesses can create meaningful connections with their customers by understanding their needs, emotions, and aspirations. Here are the core lessons from the book:

1. Ideas That Fly Solve Real Problems

At the heart of every successful business or product lies a simple truth: it solves a real problem for people. In Meaningful, Bernadette Jiwa emphasizes that ideas don’t take off just because they’re clever, unique, or well-marketed. They take off because they address a genuine need or pain point in a way that improves people’s lives.

Why Solving a Real Problem Matters

Many businesses fail because they start with an idea they want to sell rather than an issue that needs to be solved. Entrepreneurs often become obsessed with creating something new and exciting, but if it doesn’t serve a true purpose in people’s lives, it will struggle to gain traction.

Instead of asking, “What can we sell?”, successful businesses ask, “What problem can we solve?”
For example:

  • Airbnb solved the problem of expensive, impersonal hotel stays by offering affordable and home-like accommodations.
  • Uber addressed the inconvenience of hailing taxis by providing a seamless ride-hailing experience through an app.
  • Dropbox simplified file storage and sharing in an era when people were struggling with USB drives and email attachments.

How to Identify a Real Problem

To create an idea that “flies,” businesses must develop a deep understanding of their customers. Jiwa suggests paying attention to:

  1. Unmet Needs: What frustrations or inefficiencies do people experience in their daily lives?
  2. Behavioral Patterns: What workarounds or hacks do people use to solve problems on their own?
  3. Emotional Gaps: How do existing solutions fail to connect with customers emotionally?

For example, Dollar Shave Club recognized that men were frustrated with overpriced razors and inconvenient in-store purchases. Their solution? A simple subscription service that delivered quality razors at an affordable price.

Real vs. Perceived Problems

Not all problems are obvious. Some businesses mistakenly focus on perceived problems—issues that aren’t urgent or meaningful to customers. The key is to differentiate between:

  • “Nice to have” improvements (e.g., a slight enhancement to an already good product)
  • “Must-have” solutions (e.g., a fix for something people actively struggle with)

Successful businesses focus on must-have solutions. For example:

  • A productivity app that reduces distractions and saves time is a real solution.
  • A messaging app with slightly better emojis is a perceived improvement.

How Businesses Can Apply This Principle

  1. Listen to customers more than competitors. Instead of copying industry trends, observe what people complain about.
  2. Think about friction points. Identify moments when people feel frustration, delay, or inefficiency.
  3. Test before launching. Gather real-world feedback to ensure the problem is big enough to warrant a solution.
  4. Refine the problem before the product. The more clearly you define the problem, the better your solution will be.

Key Takeaway

A business idea should not start with the product—it should start with a problem. The most successful ideas take flight because they make a tangible difference in people’s lives, addressing real frustrations, inefficiencies, or unmet needs.


2. Empathy is the Foundation of Innovation

Bernadette Jiwa emphasizes that true innovation isn’t just about creating new technology or products—it’s about understanding people on a deep, emotional level. Businesses that succeed are those that place empathy at the center of their innovation process. When companies genuinely understand their customers’ needs, desires, and struggles, they can create products and experiences that resonate and make a difference.

What is Empathy in Business?

Empathy is the ability to see the world from the customer’s perspective—to step into their shoes, feel their frustrations, and understand their aspirations. Many businesses fail because they focus too much on what they want to sell rather than what customers actually need.

For example, Apple didn’t just create a better MP3 player with the iPod; they understood that people wanted a simple, seamless way to carry their music everywhere.

Why Empathy Drives Innovation

  1. It Uncovers Real Pain Points

    • Many companies focus on adding features, but customers don’t care about features; they care about solutions to their problems.
    • Example: Slack became popular because it solved a workplace communication problem, not because it had fancy chat features.

  2. It Creates Emotional Connections

    • People don’t just buy products—they buy how those products make them feel.
    • Example: Nike’s marketing doesn’t just sell shoes; it sells empowerment, motivation, and perseverance.

  3. It Leads to Better Decision-Making

    • Businesses that prioritize empathy make better product and service decisions because they deeply understand their customers' needs.
    • Example: Airbnb understood that travelers wanted a more personal and affordable lodging experience than traditional hotels.

  4. It Helps Companies Stay Relevant

    • Consumer expectations evolve, and businesses that listen to their customers adapt faster.
    • Example: Netflix started as a DVD rental company but pivoted to streaming because they empathized with consumers’ desire for convenience.

How to Build Empathy for Customers

  1. Listen More Than You Talk

    • Businesses should focus on listening to customers through direct feedback, social media, and customer support interactions.
    • Example: Zappos built its reputation by prioritizing customer service and deeply understanding what customers wanted.

  2. Observe Customer Behavior

    • Actions speak louder than words. Pay attention to what customers do, not just what they say.
    • Example: Amazon noticed that customers wanted faster delivery and introduced Prime to meet that need.

  3. Engage in Customer Journeys

    • Walk through the customer experience yourself to understand pain points.
    • Example: Starbucks’ leadership often visits stores to understand customer interactions firsthand.

  4. Use Storytelling to Connect

    • Instead of pushing products, tell stories that reflect customers’ experiences and struggles.
    • Example: Dove’s "Real Beauty" campaign connected deeply with customers by addressing body image issues.

Key Takeaway

Empathy is at the heart of meaningful innovation. The best ideas don’t come from boardrooms—they come from deeply understanding people’s struggles, frustrations, and aspirations. Businesses that listen, observe, and genuinely care about their customers will always have a competitive advantage.


3. Emotional Connection Matters More Than Features

In Meaningful, Bernadette Jiwa highlights that people don’t buy products just because of their features or technical superiority—they buy based on how those products make them feel. Businesses that focus solely on features often miss the deeper emotional connection that drives customer loyalty.

Why Emotional Connection is More Important than Features

  1. People Buy with Emotion and Justify with Logic

    • Research shows that buying decisions are emotional first, logical second.
    • Example: Apple doesn’t just sell iPhones with great cameras; they sell creativity, status, and ease of use. Customers feel a sense of belonging and pride in using Apple products.

  2. Features Can Be Copied, Emotional Connection Cannot

    • Competitors can replicate a product’s design, pricing, or technology, but they can’t easily copy the emotional bond a brand builds with its audience.
    • Example: Coca-Cola and Pepsi have similar products, but Coca-Cola’s branding focuses on happiness and nostalgia, making it more emotionally resonant.

  3. Emotion Creates Brand Loyalty

    • Customers stick with brands that make them feel understood, valued, and inspired.
    • Example: Nike’s “Just Do It” isn’t about shoes—it’s about empowerment and achievement. This emotional appeal has created lifelong customers.

  4. People Share Stories, Not Features

    • Word-of-mouth marketing happens when customers feel emotionally compelled to share a brand’s story.
    • Example: Airbnb’s success isn’t just about affordable stays; it’s about offering unique and personal travel experiences, which people eagerly share.

How Businesses Can Create an Emotional Connection

  1. Understand the Deeper "Why" Behind Your Product

    • Don’t just focus on what the product does—focus on why it matters to customers.
    • Example: Tesla doesn’t just sell electric cars; it sells a vision for a sustainable future.

  2. Tell Stories, Not Just Features

    • People remember and relate to stories more than a list of specifications.
    • Example: Dove’s "Real Beauty" campaign resonated with women by challenging beauty stereotypes rather than just promoting soap.

  3. Speak to Customers' Identity and Aspirations

    • Make customers feel like they are part of something bigger.
    • Example: Harley-Davidson isn’t just selling motorcycles; it’s selling a lifestyle of freedom and rebellion.

  4. Make Every Customer Feel Valued

    • Personalized experiences build deeper connections.
    • Example: Starbucks writes customers’ names on cups—not just for efficiency, but to create a sense of personalization and belonging.

Key Takeaway

Features may attract customers initially, but emotional connection is what keeps them coming back. Brands that understand the emotions behind their customers’ choices can build loyalty, advocacy, and long-term success.


4. Start with the Story, Not the Sale

Bernadette Jiwa emphasizes that people don’t buy products—they buy the story behind them. Businesses that focus on selling without first crafting a compelling story struggle to create lasting customer relationships. A great story helps customers see why a product matters and how it fits into their lives.

Why Storytelling is More Powerful than Selling

  1. Stories Create Meaning

    • Facts and features are forgettable, but stories make an emotional impact.
    • Example: TOMS Shoes doesn’t just sell footwear—it tells the story of giving back, where every purchase helps a child in need.

  2. Stories Build Trust

    • Customers trust brands that feel authentic and relatable.
    • Example: Patagonia’s environmental activism makes customers feel like they are part of a movement, not just buying a jacket.

  3. People Remember Stories, Not Ads

    • Traditional sales tactics often feel pushy, while stories naturally engage and inspire.
    • Example: Apple’s marketing rarely talks about technical specifications—instead, it tells stories of how their products empower creativity.

  4. A Great Story Makes a Brand Stand Out

    • With so many choices available, a compelling story helps a brand differentiate itself from competitors.
    • Example: Airbnb’s story of belonging anywhere makes it more than just a booking platform—it’s about experiencing the world like a local.

How to Craft a Powerful Brand Story

  1. Start with "Why"

    • Before talking about the product, explain why your brand exists.
    • Example: Simon Sinek’s Start With Why highlights that great brands like Apple succeed because they begin with purpose, not just products.

  2. Make Your Customer the Hero

    • The best brand stories focus on how customers’ lives improve with the product.
    • Example: Nike’s ads aren’t about shoes—they’re about everyday athletes overcoming obstacles.

  3. Show, Don’t Just Tell

    • Instead of saying "Our product is great," show real stories of how it impacts people’s lives.
    • Example: Airbnb showcases real travelers sharing how their stays made their trips unforgettable.

  4. Stay Authentic

    • Customers can sense when a story is forced or fake—genuine brands build trust.
    • Example: Ben & Jerry’s uses its brand story to advocate for social justice, making customers feel connected to its mission.

Key Takeaway

Instead of pushing for a sale, start with a story that resonates. When businesses craft a compelling narrative that aligns with customers’ emotions, values, and aspirations, sales happen naturally.


5. Differentiate Through Meaning, Not Just Features

Bernadette Jiwa argues that true differentiation comes from meaning, not just features. In an overcrowded market where products and services often have similar functions, businesses that focus on why they matter rather than what they do create stronger connections with customers.

Why Meaning Matters More Than Features

  1. Features Can Be Copied, But Meaning is Unique

    • Competitors can quickly replicate product features, pricing, or technology.
    • Example: Samsung and Apple both make high-quality smartphones, but Apple’s deeper brand identity (creativity, simplicity, exclusivity) makes it stand out.

  2. Customers Buy Into a Purpose, Not Just a Product

    • People don’t just buy what a company sells—they buy what the company stands for.
    • Example: Tesla isn’t just about electric cars; it represents a sustainable future. That meaning attracts loyal customers who share that vision.

  3. Emotional Connection Drives Loyalty

    • A product with strong meaning builds long-term relationships rather than just transactions.
    • Example: LEGO isn’t just selling plastic bricks—it sells creativity, problem-solving, and childhood nostalgia, which makes it an iconic brand.

  4. Meaning Creates a Competitive Edge

    • When two products have similar features, the brand with a more compelling story and mission wins.
    • Example: Outdoor brand Patagonia thrives not because of its jackets but because of its commitment to environmental activism. Customers feel like their purchase is making a difference.

How to Differentiate Through Meaning

  1. Find Your “Why”

    • Go beyond selling and define why your business exists beyond profit.
    • Example: Warby Parker sells affordable glasses but differentiates itself with its "Buy a Pair, Give a Pair" program, helping people in need.

  2. Align with Your Customers' Values

    • Understand what your target audience cares about and create shared meaning.
    • Example: Lush Cosmetics stands out in the beauty industry by prioritizing ethical sourcing, sustainability, and handmade products—values that resonate with customers.

  3. Tell a Story That Matters

    • Your story should focus on how your product improves lives rather than just listing its features.
    • Example: Airbnb doesn’t just advertise accommodations—it sells the experience of belonging anywhere, which makes it more meaningful than a hotel.

  4. Create an Emotional Experience

    • Customers should feel something when they interact with your brand.
    • Example: Disney doesn’t sell movies and theme parks—it creates magical experiences and lifelong memories.

Key Takeaway

Success doesn’t come from having the most advanced features—it comes from creating a brand that means something to people. Businesses that lead with purpose, values, and emotional connection build lasting differentiation that competitors can’t easily copy.


6. Innovation is About Perspective, Not Just Technology

Bernadette Jiwa challenges the traditional view of innovation as being solely about technology. Instead, she argues that true innovation comes from a shift in perspective—seeing problems and opportunities differently. The most successful innovations aren’t always high-tech; they are meaningful because they change how people experience the world.

Why Perspective Matters More Than Technology

  1. Technology is a Tool, Not the Innovation Itself

    • Many businesses mistake technological advancement for innovation, but technology alone doesn’t create value—how it’s applied does.
    • Example: Uber didn’t invent GPS or mobile apps; it changed the perspective on how people hail rides.

  2. The Best Innovations Solve Everyday Problems in a New Way

    • Some of the greatest business successes didn’t come from new technology but from rethinking how things are done.
    • Example: Dollar Shave Club didn’t develop a groundbreaking razor—they innovated by making razors more convenient and affordable through a subscription model.

  3. A Shift in Perspective Unlocks New Markets

    • Innovation happens when companies rethink who they serve and how they serve them.
    • Example: Airbnb didn’t create new hotels; it changed the perspective on who could provide accommodations, opening up a new market for homeowners.

  4. Innovation Can Be Simpler Than People Think

    • Businesses often overcomplicate innovation, believing it requires massive R&D investment. Sometimes, a small tweak in approach is enough.
    • Example: Starbucks didn’t invent coffee—it redefined the experience, making it about community, ambiance, and personalization.

How to Innovate by Changing Perspective

  1. Look at Problems Differently

    • Instead of asking, "How can we improve this product?" ask, "What’s frustrating about the way this is done?"
    • Example: Netflix saw that people hated late fees at Blockbuster and shifted the model to a subscription-based streaming service.

  2. Focus on the Customer Experience, Not Just the Product

    • Customers don’t care about how advanced a product is—they care about how it fits into their lives.
    • Example: Apple’s innovation with the iPhone wasn’t just about hardware; it was about creating a seamless user experience.

  3. Take Inspiration from Outside Your Industry

    • Breakthrough ideas often come from borrowing concepts from other industries.
    • Example: Ride-sharing apps were inspired by peer-to-peer marketplaces like eBay and Craigslist.

  4. Simplify Instead of Adding Complexity

    • Many great innovations don’t add features; they remove friction and make things easier.
    • Example: Southwest Airlines disrupted the airline industry by simplifying pricing, boarding, and operations to make travel easier and cheaper.

Key Takeaway

Innovation isn’t just about new technology—it’s about new ways of seeing and solving problems. Businesses that shift their perspective, rethink customer experiences, and challenge industry norms are the ones that create lasting impact.


7. People Don't Want More Choices, They Want Better Ones

Bernadette Jiwa emphasizes that too many choices overwhelm customers, making it harder for them to make decisions. Instead of offering endless options, businesses should focus on curating better, more meaningful choices that simplify decision-making and enhance the customer experience.

Why More Choices Can Be a Problem

  1. Choice Overload Leads to Decision Fatigue

    • When people are given too many options, they often feel paralyzed and struggle to make a decision.
    • Example: A famous study found that when a supermarket offered 24 types of jam, fewer people made a purchase compared to when only 6 types were available.

  2. More Choices Reduce Satisfaction

    • When people have too many options, they worry they might have made the wrong choice.
    • Example: Streaming services like Netflix often overwhelm users with too many options, making it harder to pick a movie.

  3. Complexity Confuses Customers

    • If customers have to compare multiple plans, features, or pricing structures, they may give up altogether.
    • Example: Apple keeps its product lineup relatively simple—each iPhone model serves a distinct purpose without excessive variations.

How to Offer Better, Not More, Choices

  1. Curate the Best Options

    • Instead of offering everything, give customers a thoughtfully selected set of choices.
    • Example: Trader Joe’s stocks fewer products than most grocery stores, making shopping easier while ensuring high quality.

  2. Guide Customers to the Right Decision

    • Make it easy for customers to choose by highlighting the best, most relevant option for their needs.
    • Example: Amazon labels some products as "Amazon’s Choice" to simplify decision-making.

  3. Use Simplicity in Pricing & Features

    • Avoid confusing customers with too many variations of the same product.
    • Example: Netflix offers just a few simple pricing tiers rather than dozens of complex plans.

  4. Eliminate Unnecessary Decisions

    • Remove distractions that don’t add value to the customer experience.
    • Example: Starbucks lets customers customize drinks but keeps its core menu simple to avoid overwhelming choices.

Key Takeaway

People don’t want endless options—they want the right choice, presented clearly. The best businesses focus on curating, simplifying, and guiding customers to make confident, stress-free decisions.


8. Success Comes from a Deep Understanding of the Customer Journey

Bernadette Jiwa emphasizes that businesses succeed not just by selling great products but by deeply understanding how customers experience their brand from start to finish. A company that maps out and improves every stage of the customer journey builds stronger relationships, increases loyalty, and delivers more meaningful value.

Why Understanding the Customer Journey is Crucial

  1. Customers Don’t Just Buy a Product—They Experience It

    • Every interaction a customer has with a brand—from discovering it to using the product—shapes their perception.
    • Example: Apple doesn’t just sell iPhones; it designs an experience from the packaging, the store layout, and customer support to make people feel valued.

  2. A Poor Experience at Any Stage Can Lose Customers

    • If a company only focuses on the sale and neglects the pre-purchase, usage, or support phases, customers will look elsewhere.
    • Example: A slow or confusing checkout process on an eCommerce website can make customers abandon their carts, no matter how great the product is.

  3. Understanding Pain Points Leads to Innovation

    • When businesses analyze the frustrations, inefficiencies, and needs at each stage of the journey, they can create better solutions.
    • Example: Amazon saw that customers hated slow shipping, so it introduced Prime one-day delivery, transforming expectations for online shopping.

  4. A Seamless Journey Builds Loyalty

    • If customers have a smooth and enjoyable experience, they are more likely to return and recommend the brand to others.
    • Example: Disney maps out every aspect of the customer journey, from booking tickets to in-park experiences, apps, and personalized interactions, making visitors feel special.

How to Understand and Improve the Customer Journey

  1. Map Out Every Touchpoint

    • Identify all the stages where a customer interacts with your brand, including:
      • Awareness: How do they discover your product?
      • Consideration: What information helps them decide?
      • Purchase: Is the buying process smooth?
      • Usage: Does the product fulfill its promise?
      • Support & Loyalty: What happens after the sale?
    • Example: Spotify tracks user behavior to improve the journey by offering personalized playlists and seamless recommendations.

  2. Listen to Customers, Not Just Data

    • Customer surveys, feedback, and direct interactions reveal insights that analytics alone can’t.
    • Example: Zappos built its reputation by making customer service a core part of the experience, offering personalized assistance rather than just processing orders.

  3. Identify and Fix Friction Points

    • Analyze where customers struggle, hesitate, or drop off and work to remove barriers.
    • Example: Tesla made buying a car easier by eliminating dealership visits and allowing customers to order online with a few clicks.

  4. Create a Consistent and Enjoyable Experience

    • Every step should feel intentional and connected, reinforcing a brand’s identity.
    • Example: Starbucks creates a familiar experience across all stores, ensuring customers feel at home wherever they go.

  5. Focus on Post-Purchase Engagement

    • Many businesses neglect customers after the sale, but follow-ups, personalized communication, and loyalty programs can deepen relationships.
    • Example: Apple offers free workshops, Genius Bar support, and software updates, keeping customers engaged long after they buy a device.

Key Takeaway

Success isn’t just about selling—it’s about creating a seamless, valuable, and enjoyable customer journey from start to finish. Businesses that understand every stage of how customers experience their brand will build loyalty, trust, and long-term growth.


9. Meaningful Businesses Create Communities, Not Just Customers

Bernadette Jiwa emphasizes that the most successful businesses don’t just attract customers; they build communities of loyal, engaged people who share a sense of belonging and purpose. When a business fosters community, customers become more than just buyers—they become advocates, supporters, and even evangelists for the brand.

Why Community Matters More Than Transactions

  1. Customers Want to Belong, Not Just Buy

    • People seek connection, identity, and shared values in the brands they support.
    • Example: Harley-Davidson doesn’t just sell motorcycles—it builds a community of riders who feel like they’re part of a brotherhood.

  2. Communities Create Stronger Brand Loyalty

    • A customer may switch to a competitor for a lower price, but if they feel like part of a community, they’re far more likely to stay.
    • Example: CrossFit built a global fitness movement by creating a community-driven experience where people support and motivate each other.

  3. Community Drives Word-of-Mouth Growth

    • Customers who feel connected to a brand naturally spread the word, bringing in new people without expensive marketing.
    • Example: Glossier grew from a beauty blog into a billion-dollar brand by leveraging its community—customers who tested products and shared their experiences.

  4. People Trust Other People More Than Ads

    • A recommendation from a community member is more powerful than any marketing campaign.
    • Example: Tesla’s referral program encouraged owners to share their love for the brand, driving massive word-of-mouth sales.

How to Build a Brand Community

  1. Give People a Reason to Connect Beyond the Product

    • The most successful communities are built around shared values, experiences, or missions, not just a product.
    • Example: Nike’s “Just Do It” is more than a slogan—it’s a call to action that unites athletes of all levels in the pursuit of greatness.

  2. Engage and Involve Your Customers

    • Community-driven brands don’t just talk to customers; they talk with them, making them feel heard and valued.
    • Example: LEGO encourages fans to submit their own LEGO set ideas, turning customers into co-creators.

  3. Create Spaces for Connection

    • Whether it’s online forums, events, or social media groups, communities need a place to engage.
    • Example: Starbucks’ “My Starbucks Idea” invited customers to submit ideas, strengthening customer involvement.

  4. Reward and Recognize Your Community Members

    • People stay engaged when they feel appreciated and acknowledged.
    • Example: Peloton built its brand on shouting out riders during live classes, making customers feel seen and motivated.

  5. Align Your Business with a Bigger Purpose

    • A brand with a strong mission naturally attracts a loyal following.
    • Example: Patagonia’s commitment to environmental sustainability has created a passionate community of customers who share its values.

Key Takeaway

A meaningful business doesn’t just sell products—it creates a movement. When customers feel part of something bigger, they become loyal members of a community, spreading the brand’s impact far beyond what traditional marketing can achieve.


10. Your Brand is What People Say About You When You’re Not in the Room

Bernadette Jiwa reinforces the idea that a brand isn’t just a logo, a tagline, or a product—it’s the reputation and perception a company builds in people’s minds. A business’s true brand is defined by what customers experience, feel, and say about it when the business isn’t actively promoting itself.

Why Perception is More Powerful than Marketing

  1. A Brand is Built on Trust, Not Advertising

    • No matter how much money is spent on marketing, if customers don’t have a positive, consistent experience, the brand will suffer.
    • Example: Amazon’s success isn’t just from ads—it’s from its customer-first reputation, which people talk about and recommend.

  2. Word-of-Mouth is More Powerful Than Any Ad

    • What customers say about your business influences others far more than what you say about yourself.
    • Example: Tesla barely spends on traditional advertising, yet its brand thrives through customer advocacy and online discussions.

  3. A Single Bad Experience Can Shape Public Perception

    • Customers are more likely to share negative experiences than positive ones, making every interaction crucial.
    • Example: United Airlines’ brand suffered after an incident where a passenger was forcibly removed from a flight—causing a massive public backlash.

  4. Consistency Builds a Strong Brand Identity

    • A brand is not just about what it sells but about how it consistently delivers value and treats customers.
    • Example: Apple is known for seamless user experience and innovation, not just because of marketing but because people genuinely experience it that way.

How to Shape What People Say About Your Brand

  1. Deliver an Outstanding Customer Experience

    • People remember how a brand makes them feel more than what it sells.
    • Example: Zappos became legendary by prioritizing customer service, creating a reputation for going above and beyond.

  2. Be Authentic and True to Your Values

    • A brand that aligns its actions with its mission builds a strong, positive reputation.
    • Example: Patagonia’s unwavering commitment to environmental activism makes it a brand people trust and advocate for.

  3. Listen and Adapt to Customer Feedback

    • Businesses that pay attention to customer needs and complaints build trust and loyalty.
    • Example: Netflix tracks user behavior and adapts its content recommendations to create a more personalized experience.

  4. Engage with Your Community

    • Brands that actively engage with their customers—rather than just selling to them—create a loyal fan base.
    • Example: Wendy’s Twitter account engages in humorous and relatable conversations, strengthening its brand personality.

  5. Let Customers Tell Your Story

    • Encouraging real people to share their experiences makes the brand more credible and relatable.
    • Example: Airbnb’s marketing focuses on user-generated travel stories, making the brand feel personal and authentic.

Key Takeaway

A brand isn’t what you say it is—it’s what people say it is. Businesses that focus on customer experience, authenticity, and trust-building create strong, lasting brands that people talk about positively—even when they’re not in the room.


Conclusion

Success isn’t about having the best product—it’s about understanding people’s needs, telling a compelling story, and making a real difference in their lives.

posted by MBA Recaps @ February 01, 2025