Introduction: Meaning: The Heart and Soul of Innovation

One: The Road to Meaning
From Mass to Niche
From Identity to Experience
The Demand for Meaning

Two: The Value of Meaning
Experience Defined
The Meaning of Meaning
Shared Meaning
Personal Meaning
Corporate Meaning

Three: Meaning on a Global Scale
Experiences with Global Appeal
But What About?
Turning the Ordinary into the Meaningful

Four: Meaningful Innovation
Defining Your Company's Innovation Culture
Structuring Change
Making Decisions

Five: Designing Meaningful Experiences
Design Intent
The Process

Six: Identifying the Opportunity for Meaning
Defining the Process
Understanding the Customer
Choosing and Confirming

Seven: Framing the Experience
Choosing the Experience
Defining Scope

Eight: Shaping the Concept
Breadth of Experience
Duration of Experience
Intensity

Nine: Delivering Reality
Interactivity
Triggers
Confirming Perceptions

Ten: The End in Sight
Perpetual Production
The Experience Company
Maintaining the Mindset
Tracking the Future
A Second Opinion

Eleven: Moving Forward
What's the Future?