Open in the App Open in the App Open in the App
Get the key ideas from

Difference

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

By Bernadette Jiwa
12-minute read
Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Market by Bernadette Jiwa

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!

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

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.

Go Premium and get the best of Blinkist

Upgrade to Premium now and get unlimited access to the Blinkist library. Read or listen to key insights from the world’s best nonfiction.

Upgrade to Premium

What is Blinkist?

The Blinkist app gives you the key ideas from a bestselling nonfiction book in just 15 minutes. Available in bitesize text and audio, the app makes it easier than ever to find time to read.

Discover
3,000+ top
nonfiction titles

Get unlimited access to the most important ideas in business, investing, marketing, psychology, politics, and more. Stay ahead of the curve with recommended reading lists curated by experts.

Join Blinkist to get the key ideas from

Difference

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

By Bernadette Jiwa
  • Read in 12 minutes
  • Contains 7 key ideas
Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Market by Bernadette Jiwa
Synopsis

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!

Key idea 1 of 7

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.

Key ideas in this title

No time to
read?

Pssst. Sign up to your secret to success: key ideas from top nonfiction in just 15 minutes.
Created with Sketch.