Why the meaning? Why not purpose?
You may be wondering why we in Kaimana talk about meaning instead of purpose. At first glance, these words may seem synonymous. But when we take a closer look at their definitions, we find that there are a lot of differences between them. And that difference is the essential factor in achieving meaningful results.
According to the dictionary, the word meaning is defined as the thing one intends to convey or is conveyed, especially by language, symbol, concept etc. It is connected to intention, feelings, values and to expressing them.
The purpose is defined as something to set up as an object or end to be attained. It is more of a goal to aim for or is being pursued.
We argue that people yearn for greater meaning in their own lives and business and working life. For many, this search for meaning is an everyday purpose that leads to actions: to get a more meaningful job or engage with the brand whose products and services resonate. Meaning is not the opposite of commercialism. On the contrary, that should be its foundation, its purpose.
Because meaning is about values, it is about money. People want to support causes that align with their values. Therefore, companies and brands have to find that shared meaning with their stakeholders that helps them to achieve meaningful commercial results.
The co-design model helps to find more meaningful results
The reimagined business design celebrates meaning. Our purpose is to inspire our clients to find meaning in every business endeavour and “reimagine” what commercialism could be. With the Kaimana co-design model, we set out to take that into action and solve our clients’ challenges by integrating meaning through business, brand, and people.
Co-designing together with clients, we find more meanings in their business:
- Commercial meaning for business: This is the base for all our actions. It is our unique commercial attitude. We can create genuinely profitable interactions between clients and their target audiences with commercial thinking.
- Deeper meaning for brand: Beyond commercial meaning, we want to find a deeper meaning in our actions. We believe that deeper meaning is the path to profit, so we dig out the higher reasons why a company exists and what positive impact it can create.
- Shared meaning for people: Through finding more meaning, we can create ideas that emotionally connect a brand to its audience with shared importance. We can identify the touchpoints that matter to the end consumers and create more commercially successful projects.
Want to hear about how your company can achieve more meaningful results? Contact us!
Because meaning is about values, it is about money. People want to support causes that align with their values.