Eric Van de Valle

At the heart of the issue of "meaning", are 3 articulations...  

Why / Why: the ideal pursued

Comment / How: the philosophy of action

Quoi / What: the good obtained

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These 3 moments correspond to a natural and universal rhythm, which makes up many traditions and processes.   

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Taken at its highest conceptual level , this ternary rhythm makes it possible to formalize very high ambitions, far-reaching philosophical programs.

For example, 

France's Why is "Freedom".

It is the aspirational ideal that she has chosen.

A word that is attached to human nature and more.

Its How is "Equality". Men are born free and equal in rights.

Its What is "Brotherhood".  

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This gives in 3 words, the source of meaning of acts of governance, laws and a way to assess their effects.  

They are part of our daily life, they sometimes seem far from our realities, their deep meaning is often trivialized , yet, they are treasures of meaning.  

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Having your "triptych" is not reserved to a nation.  

All organizations, companies, associations and even individuals can find their Why / How / What and thus discover what guides their actions.  

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What are the Why ?

It's all the words that express great ideals: Unity, Truth, Beauty, Harmony...

They have been explored by philosophy and humanistic psychology, they are part of our daily life but their deep meaning and their nuances are often little aware of.

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This kind of Why, isn't it out of reach?

It is precisely because they are "out of reach" that they are also aspirational, inexhaustible.

And yet, they animate us on a daily basis: "progress", "change", "power", "excellence", "happiness"...

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What are the How ?

It's the words that express the "styles" of action: to guide, to govern, to protect, to perfect, to manage...

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What are the What ?

It's the words that qualify effects for the individual and the common good: fulfillment, joy, pleasure, justice...

 

Where to find the right words?  

— Drawn from the history and the words of the founders and/or successors of the organizations

—Reavealed thanks to collaborative workshops involving collaborators

—Found in communication sagas, in signs and symbols, logos used by the organization  

 

 

Paroles paroles paroles... as a famous french song would say...

Words are not empty words! :)  

They are not formed by chance: they are part of semantic fields, structured by a ternary rhythms.

The analysis of words and concepts makes it possible to understand that they are linked to "genealogies", which shape "roles" that are found universally in myths, legends and also... in movies!  

The reference to these "roles" makes it possible to know if one is in the good semantic field, it gives an indication of position and direction, as would a bearing compass in navigation.  

The "meaning" found is therefore not only the reflection of an individual subjectivity, it can be understood as a junction between the particular and larger dimensions. It is also in this that it is "aspirational" and "ethically involving".

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And once we have found these words and this "role"?  

First of all, it must be said that, -in this as in other areas of research-, "the path is the goal" .

The path traveled to find the words, the nuances discovered, the examples of application, count as much as the words found.

Once found, you still have to walk with them to make them live.  

Their research is a process that can be shared, so that they are then better understood and embodied in action.

They become strategic axes that will influence all areas of the organization.  

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I intervene in the brand creation phase, in the repositioning phases and in general with each development that requires a reflection on the meaning, the brand platforms, the formulation of Reasons for being and the messages to be deployed (design product, service design, language elements, communication).

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I also teach in Masters of Business, Communication and Design schools, semiology applied to creativity, brand and communication strategies.  

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Looking forward to exploring with you...

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