Meaning, Inc. by Gurnek Bains

Meaning, Inc.

The Blueprint for Business Success in the 21st Century

by Gurnek Bains

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Written by leading corporate psychologists YSC, Meaning Inc. outlines why some organizations are flourishing in the 21st century while others are failing. The book suggests that what employees, society, and customers want from organizations is changing rapidly, and that successful organizations recognize and respond to these shifts. Based on interviews with over 10,000 managers globally as well as inspiring case studies from the Tata Group in India, Starbucks, Diageo, Sainsbury's, Goldman Sachs, and many more, the book identifies the creation of meaning as the key task for companies to address in the new world. It describes what this actually means, provides tangible solutions to how this can be achieved, and explains the benefits they might expect to gain from this strategy. The book also reaches beyond business to explore how meaning can drive success for nations and individuals.