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"This book is a generous work of genius. The Difference Map is now an essential component for anyone who is serious about doing work that matters, and Bernadette Jiwa is the bright new star to lead us there." —SETH GODIN MARKETING IS NOT A DEPARTMENT IT'S THE STORY OF HOW YOU CREATE DIFFERENCE FOR YOUR CUSTOMERS. We spent $500 billion globally on advertising in 2013. Eve "This book is a generous work of genius. The Difference Map is now an essential component for anyone who is serious about doing work that matters, and Bernadette Jiwa is the bright new star to lead us there." —SETH GODIN MARKETING IS NOT A DEPARTMENT IT'S THE STORY OF HOW YOU CREATE DIFFERENCE FOR YOUR CUSTOMERS. We spent $500 billion globally on advertising in 2013. Every year we're spending more money, to interrupt more people, more often, with messages they don't care about and don't pay attention to. We've come to believe that the way to succeed is to have an advantage—by being different or better, more visible, or just plain louder. What if, instead of finding ways to be one step ahead of your competition, you could build and market your business to give people a reason to choose you? What if you could completely reinvent a category or experience? What if you could stop trying to beat the competition, and become the competition? Difference lifts the lid on how brands like Airbnb, Uber and Apple have succeeded by creating difference and gives you a new one-page method for reimagining your business and reinventing your marketing. It helps you to recognise opportunities that create value, to develop products and services that people want, and to matter to your customers. ADVANCE PRAISE FOR 'DIFFERENCE' An inspiring read and a truly powerful tool. Bernadette is a rare find - she doesn't just know what she's talking about, she's not afraid to stand for why it matters. What better way to describe the challenge we all face in trying to make real connections in today's world?" —JONATHAN RAYMOND EMYTH, CHIEF BRAND OFFICER "Have you wondered about that 'certain something' that makes an extraordinary business? Bernadette's stylish little book is that 'certain something' explained." —MARK SCHAEFER AUTHOR OF RETURN ON INFLUENCE Bernadette Jiwa is a hidden gem—'Difference' is a modern day anthology of how to distinguish and celebrate your uniqueness in the marketplace. Her imaginative one-page thinking tool will not only ignite your creativity; more importantly, it will uncover the soul of your business. —MOE ABDOU CEO, 33 VOICES Bernadette is the Banksy of the marketing world. —MERRYN PADGETT FOUNDER, EARTH & SEA CREATIVE


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"This book is a generous work of genius. The Difference Map is now an essential component for anyone who is serious about doing work that matters, and Bernadette Jiwa is the bright new star to lead us there." —SETH GODIN MARKETING IS NOT A DEPARTMENT IT'S THE STORY OF HOW YOU CREATE DIFFERENCE FOR YOUR CUSTOMERS. We spent $500 billion globally on advertising in 2013. Eve "This book is a generous work of genius. The Difference Map is now an essential component for anyone who is serious about doing work that matters, and Bernadette Jiwa is the bright new star to lead us there." —SETH GODIN MARKETING IS NOT A DEPARTMENT IT'S THE STORY OF HOW YOU CREATE DIFFERENCE FOR YOUR CUSTOMERS. We spent $500 billion globally on advertising in 2013. Every year we're spending more money, to interrupt more people, more often, with messages they don't care about and don't pay attention to. We've come to believe that the way to succeed is to have an advantage—by being different or better, more visible, or just plain louder. What if, instead of finding ways to be one step ahead of your competition, you could build and market your business to give people a reason to choose you? What if you could completely reinvent a category or experience? What if you could stop trying to beat the competition, and become the competition? Difference lifts the lid on how brands like Airbnb, Uber and Apple have succeeded by creating difference and gives you a new one-page method for reimagining your business and reinventing your marketing. It helps you to recognise opportunities that create value, to develop products and services that people want, and to matter to your customers. ADVANCE PRAISE FOR 'DIFFERENCE' An inspiring read and a truly powerful tool. Bernadette is a rare find - she doesn't just know what she's talking about, she's not afraid to stand for why it matters. What better way to describe the challenge we all face in trying to make real connections in today's world?" —JONATHAN RAYMOND EMYTH, CHIEF BRAND OFFICER "Have you wondered about that 'certain something' that makes an extraordinary business? Bernadette's stylish little book is that 'certain something' explained." —MARK SCHAEFER AUTHOR OF RETURN ON INFLUENCE Bernadette Jiwa is a hidden gem—'Difference' is a modern day anthology of how to distinguish and celebrate your uniqueness in the marketplace. Her imaginative one-page thinking tool will not only ignite your creativity; more importantly, it will uncover the soul of your business. —MOE ABDOU CEO, 33 VOICES Bernadette is the Banksy of the marketing world. —MERRYN PADGETT FOUNDER, EARTH & SEA CREATIVE

30 review for Difference: The one-page method for reimagining your business and reinventing your marketing

  1. 4 out of 5

    Matthew

    Although this wasn't the best book I've ever read on marketing, it did have some great insights in its pages, and left me with more than a few things to think about. Here are some things I'm still chewing on... "Creating difference...is about seeing things in a whole new light. It's about re-imagining what the problem or need might be, and then deciding that you will do whatever it takes to be the one to solve this problem for people" "It isn't the person with the best idea who wins; it's the pers Although this wasn't the best book I've ever read on marketing, it did have some great insights in its pages, and left me with more than a few things to think about. Here are some things I'm still chewing on... "Creating difference...is about seeing things in a whole new light. It's about re-imagining what the problem or need might be, and then deciding that you will do whatever it takes to be the one to solve this problem for people" "It isn't the person with the best idea who wins; it's the person who has the greatest understanding of what really matters to people" "People don't want to be sold on the reason you think your brand is better or best. They don't want something different. They want something that creates a difference." "Shouting 'notice us' just doesn't cut it anymore" "...people don't fall in love with ideas at all. They fall in love with how those ideas, products, services, and places make them feel" "Noticing what people do is often more valuable to us than listening to what they say they think" "There is nothing more important to any business today than understanding the worldview of its customers and the reality they live with" "A good speaker leaves us with food for thought. A great speaker leaves his heart on the podium"

  2. 4 out of 5

    Noam

    How do you make a difference in a world with at least 100 competitors by your side? The best answer always calls the most difficult challenge: Transforming yourself, your listening and your story will attract exactly who you want to interact with- and will repay you with long lasting connections and opportunities. An excellent practical guide that will teach you to focus on what matters, weigh your choices correctly, and build your assets the right way.

  3. 4 out of 5

    Andrea James

    I wanted to give this book a great rating because the author seemed likable. In fact, I probably would have given the book 2 stars if I didn't think she came across so well because the irony was that I didn't think the content of the book was terribly different to a lot of what I've been reading recently. And even after taking into consideration that there is a natural overlap of ideas in what we read, I still felt that as the book was championing offering a difference, it didn't quite do that e I wanted to give this book a great rating because the author seemed likable. In fact, I probably would have given the book 2 stars if I didn't think she came across so well because the irony was that I didn't think the content of the book was terribly different to a lot of what I've been reading recently. And even after taking into consideration that there is a natural overlap of ideas in what we read, I still felt that as the book was championing offering a difference, it didn't quite do that enough. Having said that, if you are unfamiliar with the premises of this book, then it's actually very readable and gets its point across fairly concisely. And there is even an alternative/supplement to the business generation model map: http://difference.is/difference-map/ that you can use. It's an incredibly short book so its worth the small slice of time it takes to read it.

  4. 5 out of 5

    Emily

    Quick read, useful template to add to a strategists bag of tricks. Spend 45 minutes reading and try it out yourself. The examples she gives should help, even when working with slightly less disruptive brands.

  5. 5 out of 5

    Dipanshu Sharma

    same old same old.. not worth the time.

  6. 4 out of 5

    Marie Wintriss

    Fantastic book! I underlined so much, and I now carry it around with me and constantly ponder her suggestions.

  7. 4 out of 5

    Sonja

    It's a bit of a company laundry list, but there are gems within it.

  8. 4 out of 5

    H. S. Palladino

    Great book, loved all the to the point actions. Will definitely let it sink and read it again.

  9. 5 out of 5

    Sue Cartwright

    This is a wonderful book about marketing. It will help you to make a difference. Not in the usual way of developing and launching an idea and taking it to market, but in the more considered way of understanding the truth about what people want, and how they might benefit from your idea so that you can launch your product to THEM. That's the difference. You will learn this in the first few pages - the fact that being different is the juxtaposition of 'opportunity' and 'action' with the added value This is a wonderful book about marketing. It will help you to make a difference. Not in the usual way of developing and launching an idea and taking it to market, but in the more considered way of understanding the truth about what people want, and how they might benefit from your idea so that you can launch your product to THEM. That's the difference. You will learn this in the first few pages - the fact that being different is the juxtaposition of 'opportunity' and 'action' with the added value of adding your own unique 'truth' to the equation. Bernadette has a gift for creating simple models that clearly explain compelling marketing concepts. Her 'Difference Model' is a wonderful example of this, supported by a narrative that reveals how the art of marketing has been lost, how the bell curve is melting, and how we need to start understanding what our customers really want so that we can recognise opportunities and bring relevant ideas to market - things that need to exist in the world. It's a joy to work through the practical exercise of creating your 'Difference Map' and there are lots of examples to demonstrate how this works. It will help you to align your values to your products and the customers you want to delight. An invaluable compass for your marketing journey in years to come. [First read in March 2016]

  10. 5 out of 5

    Janelle Año

    Short read with actionable insights. Although much of the stuff here has been said before in plenty of books, this is a great, more accessible introduction to modern marketing with more case studies than, say, Seth Godin's This is Marketing: You Can't Be Seen Until You Learn To See Key takeaways: - Advertising vs marketing; advertising feels "safe" but is no longer very effective because our interruption threshold has become much lower. Today is the opt-in age. - Moving from marketing's 4Ps to the Short read with actionable insights. Although much of the stuff here has been said before in plenty of books, this is a great, more accessible introduction to modern marketing with more case studies than, say, Seth Godin's This is Marketing: You Can't Be Seen Until You Learn To See Key takeaways: - Advertising vs marketing; advertising feels "safe" but is no longer very effective because our interruption threshold has become much lower. Today is the opt-in age. - Moving from marketing's 4Ps to the 5Ps needed in today's world - Competing on features (improving your product incrementally) vs your brand is the product (your customers wanting your brand to be part of their story) - "What you measure matters, but what's hard to measure might matter more" - The P that marketing forgot-> People If you liked this, check out Theory of Change (www.theoryofchange.org), a similar framework to Jiwa's Difference Map-- when planning any project, start with the impact you wish to achieve go backward to determine your output and activities.

  11. 5 out of 5

    Eduardo Xavier

    This review has been hidden because it contains spoilers. To view it, click here. In Difference, author Bernadette, argues that, in a context where the market is flooded with competition, the only differential strategy is, basically, the creation and development of the connection between people. She presents a methodology that has pillars in principles, purpose, people, perception, personality and product as a strategy to survive in contexts like this. According to the author, the traditional medium of advertising is doomed to fail because normally people don't want to be inter In Difference, author Bernadette, argues that, in a context where the market is flooded with competition, the only differential strategy is, basically, the creation and development of the connection between people. She presents a methodology that has pillars in principles, purpose, people, perception, personality and product as a strategy to survive in contexts like this. According to the author, the traditional medium of advertising is doomed to fail because normally people don't want to be interrupted to hear about something they don't need. Also, that the difference is made when not only by the features and gain, but by the feeling that is generated. The "different" people do not start with the idea merely and revise and improve incrementally over time. As they are connected with people at he level of empathy, do they end up generating a more complete understanding of needs and delivering more of what people really want, regardless of whether they expressed it explicitly or not. "The difference is not noticed, it is felt". I found it very interesting, I love these works of this genre. In addition to the basics, there is a little history of apple until the current moment of digital marketing, which tries to flood and become irrelevant.

  12. 5 out of 5

    Aaron

    A powerful insightful book This is an insightful book for anyone looking for the reassurance that being authentic and empathetic as the design, create and launch a new product or business. Plenty of practical tips and compassion and perspective and enlighten that the feminine aspect of ourselves brings. I highly recommend it especially if you are just starting out on your entrepreneurial journey, or starting again.

  13. 4 out of 5

    Raymond D Smith

    Helped Adjust My Thinking As I read this book I compared it to how I make decisions about products and services. The book aligned almost perfectly with how I make decisions. The problem is that is not how I approach marketing for products and services for my company. Great, fast read.

  14. 4 out of 5

    Valentin

    You can easily read it in a day and probably best to skip directly to the last part. The book explains a model for creating difference (kinda like a canvas / map) It's quite high level marketing/product management. Many steve jobs / apple examples so... :)

  15. 5 out of 5

    Staci Elizondo

    I have been working diligently on my marketing (even taking courses) for 3 months now. This book is incredible. Exactly what I needed to read!! It's all about connecting with my clients and truly caring about them.

  16. 4 out of 5

    Vignesh Kumar

    If u want to learn Real Marketing. Really learned what true marketing is all about. This books gives clear and real ways of doing business and offers great examples of how it should be. Must read for every customer focused company.

  17. 5 out of 5

    Anna Gunn

    A short - to the point practical book that helps you brainstorm your difference. A reference book for the shelves.. not to be underestimated.

  18. 5 out of 5

    Manas Saloi

    Provides a framework to help you differentiate yourself when there are 100 similar companies in the same domain. I highly recommend using this along with the Lean Canvas if you are a product builder.

  19. 5 out of 5

    Spiritisabone It Is

    rubbish

  20. 4 out of 5

    Andrea Kelly

    I am excited about the times we're living in. I know there's a lot to be scared about, but it seems to me that there's also a hell of a lot to be excited about, to find hope and brilliance in. Much of that excitement, that brilliance, I believe stems from a collective step change in the human psyche. It's about truth, it's about living authentically, it's about real stuff that matters and it's about the human need to connect and belong. So what does this have to do with a book about marketing? Ev I am excited about the times we're living in. I know there's a lot to be scared about, but it seems to me that there's also a hell of a lot to be excited about, to find hope and brilliance in. Much of that excitement, that brilliance, I believe stems from a collective step change in the human psyche. It's about truth, it's about living authentically, it's about real stuff that matters and it's about the human need to connect and belong. So what does this have to do with a book about marketing? Everything.  We're living in a special point in time where, in developed countries, most of us enjoy lives where our basic needs are more than satisfied. Our collective human intelligence has advanced further up the hierarchy of needs pyramid at precisely the time that technology has advanced to the point of true integration into everyday life. This means that people are questioning more and demanding the satisfaction of deeper desires, such as meaning and purpose and integrity, in their lives, and that because of the accessibility of technology, never before has there been such an opportunity to realise these desires. We have the desire for more meaning and purpose. We also have the ability to connect, collaborate, integrate and disseminate information like never before in order to inform our choices. And because the barriers to enter the marketplace have been greatly reduced by technologolical advancements, we have options available and the ability to make choices that reflect the things that matter to us. It means that mass marketing is dated, if not, dead. We're not prepared to be treated like invisible numbers and demographic conglomerates anymore and it seems that we don't have to be. Doing work that matters, making choices that reflect our principles, giving our loyalty to ethical and caring companies that make a difference is where we're headed, and 'Difference' encapsulates that thinking. Although it's a marketing method, the overarching message of this book is much broader and can be applied not only to all facets of a savvy business, but as a mediation and encouragement for us all to embrace the abundant opportunities to make choices that matter. Jiwa presents several inspiring business cases to illustrate this thinking, this important step change in not only our ability, but our responsibility in creating lives that matter. Companies that know it's about showing up, about making the most of the choices available to us, about choosing the stories we want to tell and be a part of, it's about connecting authentically with the people who matter to us and our business. They are companies millions of people have shown their desire to support, emulate and connect with. To be a part of that story. This is an inspiring and important little book that speaks to so much more than turning dated marketing approaches on their head, although it does that too. It asks us to be brave enough to consider the truth about what we really care about and what really matters. Bernadette Jiwa tells us the story of Difference and illustrates the tale with the stories of companies who are choosing to matter. This is a story I want to be a part of and one that I suspect we all do.

  21. 5 out of 5

    Claire

    Fantastic book! I underlined so much, and I now carry it around with me and constantly ponder her suggestions.

  22. 4 out of 5

    Anna Lundberg

    Endorsed by Seth Godin, what more could a marketing author want?! But I didn't find it particularly revolutionary. The core message is spot on: rather than creating incremental innovations and trying to outdo the competition, we should be redefining the rules of the game, reimagining a problem or need and then finding a creative new way to solve that need. Finding ways to delight one person at a time, catering to people at the edge of the bell curve, rather than mass marketing your product to an Endorsed by Seth Godin, what more could a marketing author want?! But I didn't find it particularly revolutionary. The core message is spot on: rather than creating incremental innovations and trying to outdo the competition, we should be redefining the rules of the game, reimagining a problem or need and then finding a creative new way to solve that need. Finding ways to delight one person at a time, catering to people at the edge of the bell curve, rather than mass marketing your product to an average consumer. All very true and very important. The new model of 5 Ps that the author puts forward consists of principles, purpose, people, personal and perception. This offers a useful way to structure your thinking and to ask yourself some big questions... but I don't the template she provides along with the brand examples she gives (such as Moo business cards, Warby Parker eyewear, Airbnb...) are going to be the answer to all our brand-building prayers.

  23. 4 out of 5

    Brad Dunn

    I've given this book three stars but is probably more like three and a half but the truth is its a good book. it echo's some ideas that are common in great business books and there are similar 'ideo-esk' ways of working out what people want in products. I think the real single idea of this book though, and one that needs more air time is that companies need to spend more time on the why. why exist? this is something great companies really understand and I think even in my own business it was some I've given this book three stars but is probably more like three and a half but the truth is its a good book. it echo's some ideas that are common in great business books and there are similar 'ideo-esk' ways of working out what people want in products. I think the real single idea of this book though, and one that needs more air time is that companies need to spend more time on the why. why exist? this is something great companies really understand and I think even in my own business it was something I left until later. it would have been great to see a much narrower focus on this. having said that the model and the sheets are epic and it makes the book practical and will help you plan your idea. the book is worth a read for this and I think this is something more books need... and outcome. this book will help here.

  24. 4 out of 5

    Juan Castro

    Don't launch products or services and expect customers. Instead create a "difference" in your market through your brand. Basic principles to achieve that, but not as easy to put altogether. This is a guide on how to use a map for the product and service creation and definition process, based on six pillars: principles, purpose, people, personal, perception and product. Instead of the outdated marketing mix: place, promotion, price and product. It takes into account the way we consume technology Don't launch products or services and expect customers. Instead create a "difference" in your market through your brand. Basic principles to achieve that, but not as easy to put altogether. This is a guide on how to use a map for the product and service creation and definition process, based on six pillars: principles, purpose, people, personal, perception and product. Instead of the outdated marketing mix: place, promotion, price and product. It takes into account the way we consume technology and information nowadays and is like a mashup between the Lean Startup, Design Thinking, Simon Sinek's Start with why, and some more. The book is short and information dense (thank you!!). It creates a "difference" experience of reading: you never feel like a paragraph is repetitive or not adding much value. Clearly the way business-related-writing should be. Good buy.

  25. 5 out of 5

    Saleh Sepehrifar

    It is a nice book for those how wonder why some brands remain successful and some others fail. It present a simple model called "difference model" to evaluate success for famous brands. It might be a great option for those who want to have a start-up (esp. in digital area). I has some examples from Steve Jobs of Apple and some successful inventors and entrepreneur and explains how they develop their product by considering their costumers first.

  26. 4 out of 5

    Mpia A Cress

    Just makes you feel GOOD I loved this book. I'm a personal trainer,so a lot of this matters. people hire me for the why, not the what. they come to me for a reason, and I think this book reiterates that,plainly. it was a plane read, so kind of got thrown off a time or two, but really, it captured me.

  27. 5 out of 5

    Cynthia

    The book started out promising, but ultimately ended up being a rehash of what I have read before. The Difference Map seemed to be the only (somewhat) new idea that was introduced, yet it did not make an appearance until the end of the book, and its explanation was trite. Instead of sixty pages of foundation and groundwork, we could have benefited from insight about how develop our own map.

  28. 4 out of 5

    Cliff Mccollum

    Unlike many business books, this one had very little"fluff". It was a quick read explaining a couple fundamental ideas and providing a simple tool for applying them. If only more business books were this straightforward. The ideas contained in the book itself are well explained and shown with good examples.

  29. 5 out of 5

    Ralf Kruse

    Nice little engaging book on how to create successful product. I started reading the book, because at the first pages it references to xerox-parc, their brilliance in innovation and on other used it to build successful products. It has definitely a point on how to look an the clients and their their experiences.

  30. 4 out of 5

    Jason Villegas

    As a pastor, I thrived in reading this book, because of the many parallels to us being in a post-advertising society and also a post-Christian society. She deals with the former; however, her insistence that businesses must change and meet the needs of those they serve, and her creative ideas are encouraging to me as a pastor.

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