“Meaningful” by Bernadette Jiwa is focused on businesses that consider customer-first principles before anything else. She shares case studies of their success, and provides actionable ways to achieve “meaningfulness” for any sized product, business, or service. Rather than force a product on consumers, Jiwa feels that we should seek to understand them first, and serve a solution with our product or service that addresses a specific concern. This solution allows them to achieve something that before seemed impossible.

From the flap –

After years of consulting with hundreds of innovators, creatives, entrepreneurs and business leaders to help them tell the stories of their ideas, I have discovered something: every business that flies starts not with the best idea, the biggest budget or better marketing, but with the story of someone who wants to do something—and can’t.

We don’t change the world by starting with our brilliant ideas, our dreams; we change the world by helping others to live their dreams. The story of ideas that fly is the story of the people who embrace them, love them, adopt them, care about them and share them. Successful ideas are the ones that become meaningful to others—helping them to see what’s possible for them.