Difference
By Bernadette Jiwa
The One-Page Method for Reimagining Your Business and Reinventing Your Marketing. The Story of Telling Press, 2014.
Summary of Difference book by Bernadette Jiwa
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.
Chapters in Difference book summary
What do you get from this book? How to identify customer needs and build an emotional connection for a thriving company
The “Difference Model” focuses on what customers actually need rather than what businesses think they want
Traditional marketing funnels don’t work—you need a campaign that builds an emotional connection and creates a cultural shift
The “bell curve” has changed, forcing companies to become people-centered rather than profit-centered
Focus groups provide irrelevant explanations that hold little meaning; behavior is a much clearer indicator of preference and truth
The first three pillars of the Difference Model are principles, purpose, and people; each relies on recognizing new truths
The final pillars focus on making products that are personal while growing your company’s perception
Summary of the key insights
Selected critiques in brief
Final word
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Difference — Book Summary Snapshot
Who should read Difference book
- entrepreneurs
- small business owners
About the author of Difference
Bernadette Jiwa
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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