Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

SevenFraming the Experience

Identifying the market opportunity for meaningful experiences illustrates the options open to a company. The next step is to clearly define what a company will create to pursue that opportunity. In this stage, we do that by answering questions that only the company itself can decide: Which opportunity—and specifically, which meaning—represents the best fit to the company's goals and abilities? How should the company integrate functional, economic, emotional or identity attributes into the experience? What resources can the company devote to this pursuit, and over what period of time? How will success be measured? These answers start to form a framework for the innovation process, one that is increasingly refined and ...