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The gripping economic woes, the identity crisis of capitalism, and the radical shifts in how we work and live have led to a new, post-materialistic quest for meaning. This is changing the core value proposition for business: Make meaning, not just money! No longer is it sufficient to be different or excellent – companies now need to be significant to attract and retain talent and customers. They have a unique opportunity to create a “meaning surplus” that builds lasting emotional, intellectual, and spiritual value beyond just transactions and growth. But how, exactly? This talk translates a lofty vision into actionable strategies for the “production of meaning,” based on three core principles: scarcity, communality, and transcendence.