“Marketing is not a department—it’s the story of how you create difference for your customers.” Bernadette Jiwa
Marketing is such an important part of doing business whether you have a brick and mortar or online business. I asked a woman I admire — Bernadette Jiwa — founder of The Story of Telling and a rising star in marketing/branding to talk to us about her new book: Difference: The one-page method for re-imagining your business and reinventing your marketing.
In our interview, Bernadette talks about the importance of seeing the truth and acting on it. You start with empathy and stand in your customer’s shoes and see the truth of their experience. When you look from their perspective, it gives you the ability to take their reality and focus on “what could be.” Difference starts with examining what people are currently experiencing in your market category or niche. It helps you find out what is possible if your customers desires and needs were met. It’s about understanding why this product or service and why now. When you operate from your customer’s perspective and think about what would it feel like to solve their problem – it helps you create a bigger impact in the world.
Bernadette says an idea developed with difference thinking looks like this:
Bernadette is the author of three #1 Amazon Bestsellers on marketing, ‘Make Your Idea Matter’ and ‘The Fortune Cookie Principle’ and her latest book Difference: The one-page method for re-imagining your business and reinventing your marketing.
She is a brand story and marketing strategist working with entrepreneurs and business leaders from around the world, helping them to apply ‘difference thinking’ to their businesses so they can intentionally craft and tell brand stories that communicate their difference.
Bernadette’s blog TheStoryofTelling.com was voted the Best Australian Business Blog in 2012, and she spoke about ‘The Secret To Spreading Ideas’ at TEDxPerth.
She has been named as one of the Top 100 Branding experts to follow on Twitter and has been described as the “female Seth Godin” and “the Banksy of the marketing world.”
To download a free copy of The Difference Map, click here.
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