Rocktails Blog > Meaning Inc. Talent yearns to 'make a difference'

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> Meaning Inc. Talent yearns to 'make a difference'

Richard Jones, iMagineer-in-Chief // 8 January 2007

Money talks? In the battle for tomorrow's talent it only talks so loud. Research by YSC, the corporate psychologists confirms that people increasingly want real 'meaning' in their work. They want to feel they are engaged in something worthwhile and can make a difference.

"Meaning Inc" is the term coined by YSC to capture such modern, empowering organisations. They consciously avoid the trap of stifling the enthusiasm and skills of employees, recognising that this inevitably leads to a basic, functional and superficial relationship between individual and organisation. Think 'means to an end' rather than 'meaning'. Both sides are short-changed.

What should organisations look out for? All this stuff matters:

Is your company focused on achieving positive change in society as opposed to just servicing its own needs?
Are your leaders focused on creating the conditions for others to flourish?
Are your company's values inspiring or simply a list that is ignored?
Are your people genuinely engaged in their work?
Is your organisation's reputation and profile a source of pride for your people?
Do you make your employees feel special in any way?

Emerging online business experiments rely on 'meaning' as their lifeblood (instead of real money - ain't that the truth). Making a difference, shaping attitudes, creating a new niche, bringing together fresh communities, pooling collective knowledge and innovative tools. All of this generates "buy in" on a totally different level to staff checking in at 9 and out at 5. The reality is they never really "check in" at all.

And what makes this 'meaning' thing even more powerful? The markets and communities out there are increasingly in precisely the same mindset. They want meaning in everything they consume, whether it be information, advertising, services or products. So many online iMagineers are already 90% of the way towards a successful partnership with their target audience. Add creative inspiration, excellence in delivery and honest marketing and that final 10% will fall into place.

> YSC corporate psychologists

> "Meaning Inc: The Blueprint for Business Success in the 21st Century"

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