What is awesomeness? Awesomeness happens when thick — real, meaningful — value is created by people who love what they do, added to insanely great stuff, and multiplied by communities who are delighted and inspired because they are authentically better off. That’s a better kind of innovation, built for 21st century economics.

I’ve talked to many boardrooms about awesomeness. Beancounters feel challenged and threatened by it, because it feels fuzzy and imprecise. Yet, it’s anything but. Gen M knows “awesomeness” when we see it — that’s why its part of our vernacular. It’s a precise concept, with meaning, depth, and resonance.

What makes some stuff awesome and other stuff merely (yawn) innovative? I’ve outlined my answers, but they’re far from the best, or even the only ones — so add your own thoughts in the comments.

You might be innovative — but are you awesome? For most, the answer is: no. Game over: in the 21st century, if you’re merely innovative, prepare to be disrupted by awesomeness.

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