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Difference

Difference

By Bernadette Jiwa

The One-Page Method for Reimagining Your Business and Reinventing Your Marketing. The Story of Telling Press, 2014.

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11 mins read

10 Key insights

A brief summary of Difference

A straightforward guide to developing a business that gives people what they want, makes a difference in customers’ lives, and allows you to become the competition rather than fear it.

Key insights in Difference

1
What do you get from this book? How to identify customer needs and build an emotional connection for a thriving company
2
The “Difference Model” focuses on what customers actually need rather than what businesses think they want
3
Traditional marketing funnels don’t work—you need a campaign that builds an emotional connection and creates a cultural shift
4
The “bell curve” has changed, forcing companies to become people-centered rather than profit-centered
5
Focus groups provide irrelevant explanations that hold little meaning; behavior is a much clearer indicator of preference and truth
6
The first three pillars of the Difference Model are principles, purpose, and people; each relies on recognizing new truths
7
The final pillars focus on making products that are personal while growing your company’s perception
8
Summary of the key insights
9
Selected critiques in brief
10
Final word

Who should read Difference

CEOs • startups • managers • entrepreneurs • small business owners • executives

About the author of Difference

Bernadette Jiwa is the founder of the Story Skills Workshop, a training program focused on growing leadership and building connections through the power of storytelling. Her blog, The Story of Telling, was named one of “Australia’s Best 20 Blogs” in 2014 and 2016. SmartCompany.com named her one of their “Top Business Thinkers” for 2018.

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Bernadette Jiwa

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