Meaningful: The Story Of Ideas That Fly -Bernadette Jewa This Book Tells You That Instead Of Working On The Item And Then Figuring Out How To Put Your Message Across To The Prospects You Should Reverse The Process. The Correct Process According To The Book Is To Speak With The Customers Understand Them See How They Work Identify What They Would Like To Have How That Would Seamlessly Fit Into Their Routines And Impact Their Lives.