The marketing approach of the 20th century no longer works because customers’ expectations from the market have changed. In “Making Meaning,” Steve Diller, Nathan Shedroff, and Darrel Rhea share the findings of their research into the elements of sales that constitute meaningful customer experience. They identify the principles and processes of creating and delivering meaning.


Final Notes

At about 150 pages, “Making Meaning” is a quick read. Surprisingly, however, it is immensely informative and enjoyable as well.

Even a decade and a half after its publication, there are a few better introductions to the ongoing era of meaningful consumption than this 2005 booklet. But then again, in the words of Ogilvy’s Brian Collins, “it’s written by people who not only drew the map but blazed these trails in the first place.”