Humans are characterised by their search for meaning. It’s something that people talk about all the time, from Simon Sinek and “Start With Why” to Viktor E. Frankl’s book Man’s Search for Meaning.

Humans even invented astrology to derive meaning from something as intrinsically meaningless as the movement of planets. In this podcast we talk about how business can help humans find meaning. 

The Business Of Meaning Episode 1 - Why Business Matters for Meaning

Following on from last week’s podcast about how business matters for meaning, today I’ll be presenting a lecture on why meaning matters for business.

In our previous podcast, we talked at length about how humans are characterised by our search for meaning, and that brands really matter for meaning and identity. It’s important that business matters for meaning. For business, it’s even more important that meaning matters for business.

It is meaning that gives business the impetus to lift it beyond the scrappy day to day of interacting purely on the basis of transaction. A day to day that ultimately leads to a self-defeating war. Perhaps it’s a price war. Or an advertising war. Or a war in which customers are over-promised and under-delivered. A war that leads to business becoming forgettable and ultimately forgotten.

The alternative to waging an escalating war with your competitors is to become deeply meaningful to your audience.

Tune in next week for Episode 3 - What Makes Brands Meaningful? 

Why Meaning Matters To Business

For the past two podcasts, we’ve been talking about how humans are defined by their search for meaning, and why that matters for business. We’ve been talking about creating meaningful brands. 

This podcast talks about how to make brands meaningful. That is, the things you can do to become meaningful. And this is something that we will build upon in future podcasts, ending up with an approach that will help brands and people benefit from meaningfulness.

What Makes Brands Meaningful?

Welcome to the Lover & the Engineer Business of Meaning Podcast Series. Join Adam Johnson and Clare Goodridge, as they delve deep into the world of meaningful brands. 

The Lover & the Engineer