For every startup that succeeds, many more fail. But what is it that makes the difference between a successful company, and one that just doesn’t quite hit the mark?
Bernadette Jiwa uncovers that and more in her new book, Meaningful: The Story of Ideas That Fly. According to Jiwa, many companies miss an essential opportunity to focus on the customer story and what they want, and instead focus on the story that they want to tell.
The mix of customers and innovation is a key focus for the book and how those two concepts can be used to change the life of the people that use your products or services.