Make Meaning Method How to Determine Meaning for Startup
Make the meaning obvious
Make Meaning Method: A way to help founders go beyond establishing business purpose, to make meaning through products and behavior. “Meaning is making the world a better place,” says Guy Kawasaki (in The Art of the Start 2.0). Then he adds, “If you make meaning, you’ll probably also make money.” It could be to right a wrong, or save a life.
The Venture Founders site is devoted to help founders who create new ventures with purpose. The addition of a dimension to make meaning will reinforce both the intent, the message and behavior of the business. The meaning of the company and its products or services should be obvious to its people, the customer and the community at large. If the business makes claims about the company’s purpose, everything it does should make the meaning obvious.
But assuming you are struggling with how to define your business in terms of meaning, use this Make Meaning Method as a way to consider your own business and its products. It is not a ‘right or wrong test’, rather a stimulus for personal reflection.
The marketing message will be greatly facilitated by the conceptualization of what your business is all about, rather than being exclusively attached to the practical aspects of it. Though beware that the behavior of the business is likely also to define the meaning of the business, for good or bad.
The well-worn marketing nostrum of stressing benefits rather than features is taken one stage on by working on meaning. The message you want to convey about the business will flow very naturally from the meaning of the business. The Make Meaning Method will help you to establish the meaning of your own startup and create bonds with customers that go beyond product characteristics and price.
Make Meaning Method
|
Purpose |
Meaning |
Examples |
|
Make a smaller travel carbon footprint |
Accomplishment |
Toyota Prius car |
|
Enjoy products with high functional design |
Beauty |
Apple computer |
|
Be part of the eco-adventure fellowship |
Community |
Patagonia clothing |
|
Inspire creative play and learning |
Creation |
Lego bricks |
|
Lessen landfill and save trees |
Duty |
Seventh Generation baby wipes |
|
Produce in-depth quality news reporting |
Enlightenment |
National Public Radio |
|
Support women artisans in strife-hit countries |
Freedom |
Prosperity Candles |
|
Encourage teenagers to drive responsibly |
Harmony |
Ford MyKey® |
|
Reduce unnecessary animal testing |
Justice |
Aveyda beauty products |
|
Create a sense of connection to other activists |
Oneness |
Hempest clothing |
|
Support personal fitness with expert advice |
Redemption |
Nautilus equipment |
|
Prevent data theft |
Security |
Dell laptop fingerprint reader |
|
Promote well-being for people and planet |
Truth |
New Resource Bank |
|
Enable customers to appreciate and show luxury |
Validation |
Rolex watch |
|
Enable appreciation of off-road snowscape |
Wonder |
Tubbs Snowshoes |
Your Business Has Meaning
There are, of course other kinds of meaning that your business and products may have. The Make Meaning Grid is intended as a model against which you can define your own meaning. Guy Kawasaki says, “Meaning is not about money, power, or prestige. It’s not even about crating a fun place to work.” The meanings of ‘meaning’ implied by the ones in the grid above, are to make the world a better place.
To help you make the meaning of your business explicit, there are some tools on the Venture Founders website, like: Purpose of the Venture, Startup Statements of Intent, Vision Statement.
