Bernadette Jiwa's book, "Meaningful: The Story of Ideas That Fly," argues that successful businesses must create products and services that are meaningful to their customers, not just products that work. Jiwa contends that businesses should understand their customers' needs, desires, and worldview. This means understanding the context in which they live, how they make decisions, and what their aspirations are. By understanding their customers in this way, businesses can develop products and services that will truly resonate and create a lasting impact. The book is filled with examples of companies, both large and small, who have successfully achieved this, including Apple, GoPro, and Flow Hive. The book highlights the importance of focusing on the customer's story, rather than just focusing on the product itself. The author outlines a Story Strategy Blueprint, which provides a framework for businesses to follow when creating meaningful ideas and products.