Difference Buchzusammenfassung - das Wichtigste aus Difference

Zusammenfassung von Difference

Name: Difference
Author: Bernadette Jiwa

Bernadette Jiwa

The One-Page Method for Reimagining Your Business and Reinventing Your Market

12 Min.

Kurz zusammengefasst

'Difference' by Bernadette Jiwa is a guide that helps individuals or businesses identify their unique value proposition and stand out from competition. It provides real-life examples and actionable insights for creating a meaningful impact.

Themen

Kleine Unternehmen Branding Marketing

Inhaltsübersicht

Difference
in 6 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 6

What’s in it for me? Learn how to create an emotional bond between you and your customers.

Be honest – do you feel an instinctive loyalty to a product you purchase often? Probably not. Most of the time, we buy products based on price or simple convenience. If something else came along that was cheaper or easier to find, you’d make the switch without a second glance.

But there are a few brands about which people seem to feel deeply. Services like Airbnb, companies like Apple and social media sites like Facebook have a devoted fan base made up of passionate people who are indeed loyal to the company and all it offers and does.

Yet what is it about these companies that inspires such love? And how do you create the same sort of buzz for your own brand?

As you will find out in these blinks, these brands take the traditional “Ps” of marketing and add one more important element: people. They place us, the customer, our problems and our lives, at the center of everything they do. And in return, we love them for it.

In the following blinks, you will discover

why innovation doesn’t start with a product, but with a truth;
how Airbnb changed the way we travel completely; and
why charitable giving can help a company sell more shoes.

If you want to be successful, you can't just be different – you've got to create difference.

In the past, the path to creating, developing and marketing a product was straightforward.

First, you had an idea: a new teapot. You'd develop your teapot, deciding on the curve of its handle, the color of its glaze. Then you'd try to start selling your teapot, targeting your advertising to areas or demographics where you might find some potential customers.

But this kind of thinking doesn't work anymore. You can't just rely on your fantastic teapot eclipsing all your competitors. There are so many products available today that it's nearly impossible to truly make your teapot stand out!

If you want to be successful, you've got to think in a new way. You can't just try to be different; you've got to create difference.

Creating difference isn't about beating the competition but about doing something they've never done before. It's about reinventing your industry.

You have to think about what people really need if you want to create difference. You have to solve a problem for them and truly make their lives better. A new shiny teapot alone won't do that.

This means your creative process has to be different, too. Your product doesn't come first; what you need first is a truth. A truth about someone's problem. Then you think about solving that problem. Creating and launching the actual product comes at the very last, after this period of empathetic thinking. This is how you make your company stand out in an overcrowded market.

Warby Parker, an eyewear retailer, found success by finding a truth about eyeglass wearers and solving it.

The company founders realized that people who might not have hundreds of dollars to buy name-brand, stylish glasses still had the real desire to wear them. Yet there were no affordable options on the market for these customers.

Warby Parker recognized this and became successful by solving this problem – creating stylish and affordable eyewear – for this market segment.

Stop yelling at your customers with impersonal ads. Tell a story that they can relate to and care about.

How many advertisements do you think you've come across today? Probably hundreds.

While we’re surrounded by ads, it's never been clearer that traditional advertising just doesn’t work anymore, as there’s too much competition. Why should we pay attention to any given ad?

To focus on your principles, find the fundamental truths of your business, market and customers.

The first step in following the difference model is to focus on your principles.

Your principles are the fundamental truths behind your business, market and customers.

Why does your business do what it does? Define your purpose to give your company direction.

The most important thing you have to identify in business is your purpose.

In short, your purpose is the very reason your business exists.

Create something to which people can personally connect and perceive in the right way.

It's vital to understand your customers' thoughts and wishes, but this alone won't make your business successful. You also have to ensure that people care about what you're doing.

Thus the next steps in the difference model is to make a personal connection with customers to ensure that they perceive the difference in the quality of services or products that you offer.

Once you understand your market, your customers and yourself, you can then create your product.

So after you've spent time researching and thinking about your customers, your business and your industry, you can finally move to the last step in the difference model: developing your product.

Remember that your product has to fill a particular void in people’s lives, giving them something that they really need.

Du möchtest die gesamte Zusammenfassung von Difference sehen?

Kernaussagen in Difference

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in Difference?

In Difference (2014), author Bernadette Jiwa explains how you can stand out and stay competitive in today's riotous business world. To cut through the noise of advertising everywhere, you have to connect with people emotionally and offer them something more. This book shows you how!

Wer Difference lesen sollte

Entrepreneurs
Anyone interested in business or marketing
Anyone who wants to keep up with today's rapidly changing business world

Über den Autor

Bernadette Jiwa is an author and speaker who specializes in teaching businesses and entrepreneurs how to adapt marketing strategies for the modern age. Her book, The Fortune Cookie Principle, was a business bestseller on Amazon.

Kategorien mit Difference

Marketing & Vertrieb Unternehmertum

Ähnliche Zusammenfassungen wie Difference

Podcasting Marketing Strategy

Daniel Rowles and Ciaran Rogers

A Complete Guide to Creating, Publishing, and Monetizing a Successful Podcast

21 min

4.2

Works Well With Others

Ross McCammon

An Outsider’s Guide to Shaking Hands, Shutting Up, Handling Jerks, and Other Crucial Skills in Business That No one Ever Teaches You

10 min

3.1

Parenting Outside the Lines

Meghan Leahy

Forget the Rules, Tap into Your Wisdom, and Connect with Your Child

Charles Lindbergh’s Daring and Immortal 1927 Transatlantic Crossing

How We Became So Self-Obsessed and What It’s Doing to Us

15 min

4.2

Myth America

Kevin M. Kruse and Julian E. Zelizer

Historians Take on the Biggest Legends and Lies about Our Past

How Great Companies Get Their Mojo From Maslow

11 min

4.2

Predictably Irrational

Dan Ariely

The Hidden Forces That Shape Our Decisions

An Inspiring Reflection on Life in Its Final Moments

21 min

4.4

Discipline Equals Freedom

Europe Between Hitler and Stalin

27 min

4.4

The New Strategic Selling

Robert B. Miller

The Unique Sales System Proven Successful By the World’s Best Companies

How Humans and Matter Transformed One Another

Employability Skills and Strategies for Career Success

Overcome Common Pitfalls and Create Effective Marketing

Nature’s Lessons for a Kinder Society

14 min

4.2

The Dichotomy of Leadership

Jocko Willink & Leif Babin

Balancing the Challenges of Extreme Ownership to Lead and Win

18 min

4.4

Treating Pornography Addiction

Kevin B. Skinner

The Essential Tools for Recovery

Leveraging the Power of Uncertainty to Build Long-Term Resilience

A Concise History of a Nation Reborn

30 min

3.9

Dave Ramsey's Complete Guide To Money

Dave Ramsey

The All-In-One Resource on Money—Budget, Save, Dump Debt & Invest

Christopher Hitchens’ essays on dying

11 min

4.2

Human Hacking

Christopher Hadnagy with Seth Schulman

Win Friends, Influence People, and Leave Them Better Off for Having Met You

24 min

4.5

The Power of Intention

Wayne W. Dyer

Learning to Co-create Your World Your Way

20 min

4.3

The Self-Made Billionaire Effect

John Sviokla and Mitch Cohen

How Extreme Producers Create Massive Value

14 min

4.1

The Mystery of the Exploding Teeth

Thomas Morris

And Other Curiosities from the History of Medicine

18 min

3.6

The Customer Service Revolution

John R. DiJulius III

Overthrow Conventional Business, Inspire Employees, and Change the World

How to Take the Lead, Play Bigger, and Multiply Your Impact

Cultivating Emotional Resilience in Educators

20 min

4.4

The CEO Next Door

Elena Botelho and Kim Powell

The Four Behaviors That Transform Ordinary People Into World-Class Leaders

17 min

4.3

Who

Geoff Smart and Randy Street

The A Method for Hiring

19 min

4.2

Survival of the Prettiest

Nancy Etcoff

The Science of Beauty

15 min

4.5

A Team of Leaders

Paul Gustavson and Stewart Liff

Empowering Every Member to Take Ownership, Demonstrate Initiative, and Deliver Results

Finding Your Way Through the Hardest and Most Crucial Part of Any Bold Venture

19 min

4.2

The Name of God is Mercy

Pope Francis

Pope Francis's appeal for peace and hope

The Life of John D. Rockefeller, Sr.

Learning to Love Yourself and Your World with the Practice of RAIN

Communication and Reputation Management in the Digital Age

A Guide to Becoming the Parent You Want to Be

The Proven Path to Unstoppable Ideas

15 min

4.5

Mastering the Market Cycle

Howard Marks

Getting the Odds on Your Side

My Journey and Stories from Refugee Girls Around the World

A Guide to Healing the Feminine Body, Mind, and Spirit

17 min

4.4

The Advice Trap

Michael Bungay Stanier

Be Humble, Stay Curious & Change the Way You Lead Forever

17 min

4.6

Strength in What Remains

Tracy Kidder

A Journey of Remembrance and Forgiveness

How Looking Backward Moves us Forward

How Climate Migration Will Reshape Our World

10 Ways to Share Your Creativity and Get Discovered

Hard Work, Low Pay, and a Mother's Will to Survive

A War Reporter’s Mission to Make It Home

16 min

4.1

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.