Aching for Meaning

Posted on November 30th, 2005 by Robbin and currently 1 commenting.

I’m reading a great book that I picked up in the airport this week, Affluenza. (And Dave, I think I am going to review it on Amazon I like it so much!) One of the chapters is called Aching for Meaning. I think that ache is something that is rampant in our oh so American lives. The more we work, the more we have, the more we ache and long for meaning in the work we do.

I often give presentations where we explain our unique philosophy as a naming and identity company. We use the word identity instead of branding because it is so much more meaningful. (Aside from the fact that BRAND is one of the most over used and misunderstood words in business today, we believe it hits a different nerve when we talk to people about their company’s identity and personality traits.) We think of our insight process as “finding a company’s soul.” It’s funny — often times by looking inward and understanding what you stand for and what you are excited about as a company, then simply reflecting that to the world, you amazingly become a magnet for kindred spirits. And here’s the best part, those kindred spirits are the folks most likely to become real and genuine ADVOCATES for your company and most likely to recommend your product, company or service to a friend.

I am fascinated by the BzzAgents of the world. I think it is interesting that a lot the agents are motivated by the fact that someone is actually listening to what they have to say. (Read some of the agent’s comments about being a BzzAgent.) And I think it amazing how the seeding of products and asking agents to spread the word is by all appearances working pretty well. Is it perhaps just another example of that “ache for meaning” in our lives?

Oh, well. I’ll have to think about that another day.

• Tweet
• RSS
• EMAIL
• more
  

  BlinklistBloglinesBlogmarksDiggdel.icio.usFurlMa.gnoliaNewsVineRedditStumbleUponTechnorati