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OvercrowdedDesigning Meaningful Products in a World Awash with Ideas$
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Roberto. Verganti

Print publication date: 2017

Print ISBN-13: 9780262035361

Published to MIT Press Scholarship Online: September 2017

DOI: 10.7551/mitpress/9780262035361.001.0001

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PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use.date: 02 July 2022

The Search for New Meaning

The Search for New Meaning

The Value for People

(p.27) 2 The Search for New Meaning

Roberto Verganti

The MIT Press

This Chapter shows why finding a new direction and innovating the meaning of things is central in the life of people. Why innovation of meaning is important for customers? Why they fall in love with new meanings? The answer lies in two changes of the scenario. First, an overabundance of options, in a complicated world. People, today, are not lacking possible solutions. When one has to choose a product or a service, the possibilities are many; in this sea of opportunities, the challenge is to understand which option is meaningful for them as individuals. The focus of people’s attention has therefore moved from the “how” to the “why,” from “how can I solve this?” to “is this meaningful to me?,” from “I need this” to “do I need this?” In a context with low variety, the challenge is to build more solutions. In a context with more choice, the challenge is to find the right direction, the right “why.” Hence the relevance of meaning. Second, the speed of change: in the past meanings in society evolved slowly; an organization could simply wait and adapt. Nowadays the meaning of things changes at a dramatic pace.

Keywords:   Meaning, Purpose, Change, Innovation of Meaning, Paradox of choice, fluid society, love

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