On Meaning

Everything is subjective. Different people see the same thing in different ways. Everyone brings their own perspective into situations. That’s where meaning comes from. And if you’re trying to communicate with someone different than yourself, you need to figure out what matters to them. You need to take into account how they view certain situations. You need to understand that meaning changes from person to person.

This is my 50lb post. I’ve hit my goal of losing 50lbs and I did it in 5 months. And if you’ve never had to lose that much weight or if you’ve never struggled with weight, 50lbs probably doesn’t mean a whole lot to you. And that’s fine. But to someone like me, it means everything. So what does 50lbs mean to me?

It means size 4 jeans instead of size 20.
It means medium shirts instead of XL.
It means confidence instead of embarrassment.
It means shopping for clothes can be fun.
It means working out is no longer a chore but a way of life.
It means pride when I look in the mirror.
It means fitted clothes instead of baggy clothes.
It means sounder sleep.
It means knowing I have self-control.
It means hard work does pay off.
It means standing out for the right reasons.
It means learning to take compliments.
It means no longer using weight as an excuse.
It means knowing I’m worth it.
It means a happier, healthier, more confident me.

Losing weight isn’t about hitting a certain number, but about being healthy. So maybe all those products and services that help people reach a healthier lifestyle should remember and market the rewards of being healthy. Because at the end of the day, it isn’t about a being a certain weight. It’s about so much more.

So when you’re talking about the benefits of your product and service, make sure you understand what those benefits actually mean to your target. Don’t assume what you perceive as the benefit is the same thing they do. After all, meaning changes person to person.