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Based on some experiences of Brazilian designers and international companies, the aim of this paper is to present the meta- creative design and Design-Driven Innovation as radical strategies able to redefine the dominant meanings in the sector in which they operate, before the competition does it. In this way, designers and companies can lead the market competition. In recent decades, researches indicate that radical innovation, even though risky, is a major source of competitive advantage in the long term. Moreover, these studies demostrate that consumers do not buy products, but meanings: people use things for emotional, psychological and socio-cultural reasons, as the practices. Perhaps, this is the kind of contribution that Brazilian meta-creativity can give to the civil development of the consumption society: creating objects and environments able to bring with themselves, a bit of transcendence in order to help human beings to better decipher their world.