PRESENTATION HELD AT THE ECONOMIST "BIG RETHINK" CONFERENCE, LONDON< MARCH 22, 2013
A new generation of employees and consumers are hungry for companies that can demonstrate they are different by making a difference. This is changing the traditional company value proposition: Make meaning, not just money! No longer is it sufficient to be excellent – today’s businesses also need to be significant in order to attract and retain valuable talent and customers. In his presentation, Tim Leberecht looks beyond purpose and social responsibility, and proposes we transcend business-as-usual into an act of “meaning-making” that honors our full selves rather than solely catering to our self-interests. What if companies maintained profit margins while also creating spaces and experiences that put us in touch with the ephemeral, with something that is greater than ourselves? Leberecht argues that we need to bring the humanities back to business if we want to create a more human economy. From architecture to product design to business model innovation, he presents strategies and tactics that promote poetry over data, mystery over clarity, vulnerability over control, love over liking, and meaning over satisfaction.