"… people do not buy products but meanings. People use things for profound emotional, psychological and sociocultural reasons as well as utilitarian ones.Trechos retirados de "People don't buy products. People buy meanings"
That perspective marks a clear path to innovation management. If people use products or objects due to emotional, psychological and sociocultural motivations, among other reasons, then companies have to look beyond features and performance and embrace the true meanings given to products by users.
As clear as it is, this path isn’t easy to walk. Meanings are not something we can control or plan for without realizing what their true source is:
Meanings result from cultural context, social environment, habits, norms and associations.
Meanings can’t be inspired or created without including these subtle contexts."