" There are fundamental ways that meaning informs our lives and work, if we are conscious of it and recognize its shape. The shape meaning takes in marketing is empathy: All relevant customer understanding and communications flow from being aware of and aligned with the customer’s needs and motivations. In business in a broader sense, the shape meaning takes is strategy. It guides every decision and action. In technology and data science, meaning can drive the pursuit of applied knowledge toward that which improves our experiences and our lives. Creative work becomes more meaningful the more it conveys truth. And in our lives overall, an understanding of what is meaningful to us provides us with purpose, clarity, and intention. "

― Kate O'Neill , Pixels and Place: Connecting Human Experience Across Physical and Digital Spaces