The Fortune Cookie Principle Book Summary - The Fortune Cookie Principle Book explained in key points
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The Fortune Cookie Principle summary

Bernadette Jiwa

The 20 Keys to a Great Brand Story and Why Your Business Needs One

4.1 (40 ratings)
11 mins
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    The Fortune Cookie Principle
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    Think of your brand as a fortune cookie.

    Imagine you’ve invented a totally awesome product like a convenient online subscription service for razors. How can you get the attention of potential customers and sustain your fledgling business?

    Well, marketing is no longer a simple matter of selling bigger and better commodities. You can bet that there will always be someone waiting to compete with you. This means that if you just aim to sell a product, like razors, your business is likely to fail. You need a whole lot more than a glitzy product to succeed.

    After all, it’s extremely likely that someone else will come out with an even cooler razor the next day. If your business is entirely based on having the coolest product, you’ll be overtaken just like that.

    That’s why you need something to set yourself apart from the pack, which means creating a brand based on a story. You can think of such a narrative as a fortune cookie that contains two parts: the cookie and the fortune.

    In this metaphor, the cookie is your product or service. It’s a tangible thing with a constant value.

    The fortune, on the other hand, is something intangible. It’s a story that captures your values, purpose and vision while touching customers in a way that makes them adopt your story as a part of themselves. Simply put, the fortune is a narrative that fosters a connection between your customers and your product.

    Just take Apple, a successful fortune cookie company. Apple doesn’t only give its customers a device that lets them listen to music. It puts thousands of hits right in their pockets, just a click away.

    But how can you make your company a fortune cookie business? By adhering to the key points necessary to forge a brand story that’ll create a bond between your customers and your products. Together, these points form the Fortune Cookie Principle, and you’ll learn all about them in the following blinks.

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    Key ideas in The Fortune Cookie Principle

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    What is The Fortune Cookie Principle about?

    The Fortune Cookie Principle (2013) is a practical guide to building a successful brand through powerful storytelling, a compelling vision and a clear purpose. These blinks explain how to tie your product to the meaning that potential customers seek.

    Best quote from The Fortune Cookie Principle

    Marketers spend most of their time selling the cookie, when what they should be doing is finding a way to create a better fortune.

    —Bernadette Jiwa
    example alt text

    Who should read The Fortune Cookie Principle?

    • Entrepreneurs and business owners
    • Marketing and communications strategists

    About the Author

    Bernadette Jiwa is an Australian brand storytelling and marketing expert. She has written a number of bestselling books including Make Your Idea Matter and Marketing: A Love Story and blogs at

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