Chapter 3. Meaning
Focus on Meaning Rather Than Activity
You have no doubt many times thought about the foundation for your organization—that is, the very meaning of it. Many companies claim that the core is their unique technology or their unique high performance products. Some claim it is the relation they have to their unique customers or their loyal and competent employees. It probably isn’t.
Think of a mobile phone company such as Nokia. The key technology is in the chips that process data, transfer data to the network, and make the whole thing work for you. Plus, there is the software, the battery, and maybe the antenna design.
Few customers actually buy that. They buy product. They look for features such as innovative design, small size, ...
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