by DW Green — September 20, 2017
Finding Inner Courage by Mark Nepo is an excellent book and I highly recommend reading it. In the introduction Nepo writes; “What does courage mean? How we hold this question is important. It’s interesting that the question, what does it mean? In Spanish, que quire deicer?, literally translates as, what does it want to say? The difference inherent in the Spanish view is that whatever holds meaning is alive and has its own vital authority and, therefore, demands us to be in relationship to it in order to learn its meaning. English view readies us to apprehend meaning, while Spanish view readies us to experience meaning.”
Okay, interesting quote you might say, but what does it have to do with business? In a word…everything. What does your business mean? What does it mean to you? What does it mean to your stakeholders? Human beings are meaning making machines. When our relationships and our experiences are meaningful, we are confident and comfortable with our decisions, our choices and this meaningful connection enhances our overall sense of happiness and well-being.
A company’s “reasons to believe” are deeply rooted in its purpose and meaning. It’s critical that a company’s purpose and meaning are fully expressed in designed experiences, culture, value offerings and communications; ultimately creating faith and trust in the brand by all its stakeholders. This comprehensive and holistic approach to purpose and meaning readies customers to both apprehend and experience a company’s meaning.
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