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the meaning gap

The Meaning Gap and What it Means for Your Business

July 28, 2015 —

The Meaning Gap and What it Means for Your Business

Your business’s performance suffers when people don’t do what your business needs them to do. So why aren’t they doing what you need them to do? The meaning gap represents the distance that’s growing between your business and the people vital to it’s success. As your business becomes more sophisticated, measured, and managed – in other words, less human – it moves one way. As people, acting as customers, employees, social media users, and citizens, become more mindful, concerned, and discerning – in other words, more human – they move in a different way....
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How Strongly Do People Want Your Brand to Be Meaningful?

July 3, 2014 —

How Strongly Do People Want Your Brand to Be Meaningful?

Based on our conversations with brand-owners (including our own clients), brands need to work harder than ever. There are many reasons for this. Brands want to get their employees aligned to a new vision, but their employees are unengaged. Brands want to attract new customers, but can’t find ways to break through the clutter. Brands want to hire good people, but don’t seem to attract people with passion. This list (which goes on and on) speaks to the gap between a brand’s rational business needs and the emotional human desires of people. When brands are self-absorbed, stuck...
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The Eighth Deadly Sin of Marketing

June 26, 2014 —

The Eighth Deadly Sin of Marketing

Image by Tom Fishbourne. The eighth deadly sin is “indifference”. Indifference to the changing values, needs, interests and aspirations of the people formerly known as consumers. Indifference to their need to be connected to meaningful ideas. Indifference to their desire to do meaningful things.Indifference to the fact that people matter more than budgets, promotions, social media, etc., etc. In our paper, “The Meaning Gap”, we explore how the interests of businesses, and the people formerly known as employees, are going in separate directions. We also explore the consequences...
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