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

This book is based on a simple premise. Instead of creating a product or service and then having marketers go create a need for it, figure out what would really solve a need and then create products and services that do that. Also, figure out what people really need or desire instead of what they say they need.The book starts out strong and really gave me things to think about, but then it basically lost me.I would have given this five stars if it remained strong, but I can only give it four for making me think.

This is a deceptively, short, deceptively simple, incredibly, world-shatteringly insightful read.Any marketing/communications/product chief/manager/director that doesn't read this is absolutely missing out on an incredible resource.Others here have compared this to some of Seth Godin's work, but the difference here is that Jiwa cuts to the humane, empathetic heart of things, concisely and efficiently. Godin is still one step removed from what's really going on, while Jiwa makes a compelling case for a particular understanding of the psychology and humanism of good marketing, communications, and product development in the present.Every organization claims to be customer-centric, but this is often just so much hot air, boilerplate, and sleepwalking. Few organizations understand what it means to be customer-centric, the way in which true customer-centricity is not about an initiative after the fact, but rather a reorientation in understanding what a business is about and how it is really understood, imagined, and experienced by its customers (and non-customers!)—well prior to product development and marketing.Jiwa has an amazing talent here for being deceptively simple, plain-spoken, and subversive in her writing. I've read a lot of business books. Most of them are pretty similar—some good points, some things to try, some head nods. This book is different. I was making mad notes just a few pages in. The brainstorming session that occurred as I read it has given birth already to dozens of ideas about simple changes in products and messaging that weren't obvious before but are definitely obvious winners now.It's a short read—really short. But don't be fooled into thinking that this means it can't pack much substance.Highly recommended, and for the price, you can't go wrong.

I do recommend this book to new entrepreneurs and business owners who need to reinvent their business and life.Today the most important thing to be successful is not what to do but why you do, and how communicate it, certainly is.the 6 P's methodology is a very good way to do so. I believethat this book over simplified the method but combining with another knowledge as Simon Sinek or Alexander Osterwalder!you can take advantage of it.Read this book, enjoy it and apply it and improve, develop or start your business.

Too "brandy" for my taste as a direct response marketing guy. It is not that I disagree with her views on ways to position and massage your brand. I just think that business owners can be seduced into thinking this "One Page Method" will fix everything on the marketing side of things, where it clearly does not. We tried the "One Page Method" with one of my clients businesses and it did not produce anything actionable or useful for our day to day marketing or strategy. It was a waste of time to be honest. Now to be fair to Bernadette, my client already have a well positioned brand in his respective market that is doing very well. So I am not ruling out her approach with a business that is struggling, or for a potential start-up.In the end of the day small business owners and larger businesses, needs successful campaigns that brings in more profits than the cost to run it, and this is not the book for that. If you keep running profitable campaigns measured by direct response methods, then you will build your brand and be profitable at the same time, without following Bernadette's one page method.If you are a business owner don't get seduced into thinking this is all you need to have a successful business. Its only one tiny piece of the puzzle. I recommend reading at "My Life in Advertising & Scientific Advertising" by Claude Hopkins in addition to this book to give you a better perspective on how to build a successful company by doing profitable marketing year in and year out.

difference is one of those books that I tend to say "Yea, Right - what can you tell me?" when I see the headline.I was totally wrong! When I received it, I had planned on taking it on vacation with me the following week. I picked it up and started reading & couldn't put it down. I ended up finishing the book, writing down new plans for my business along the way & developing a new outlook for what it is that I provide in the Architectural world - all before I went on vacation, which was only a few days away. This book is one that has ended up changing how I perceive & talk about what I do.A lot of my friends tell me that I am "different" than any Architect they know, but I couldn't put my finger on why - until I read this book. My difference comes from my strong desire to see "difference" in my clients as they go through the design process with me. I Create difference - rather than just be different.If you are tired of trying to be different - read this one, because it will open the door of understanding that you couldn't unlock before. Enjoy the read - and what it will do to your mind as you read.

I am a huge fan of Bernadette's blog. As a small business owner with lots to do and very little time, it provides me with quick reminders a few times a week of what really matters in marketing and has changed my mindset enormously.This book is really a recap of many of the blog posts, a bit more fleshed out and in order so it makes sense. It is really easy to read and will quickly get you to the point of thinking the right way about presenting your business. I would highly recommend it to anyone with a small business starting to find their feet with their marketing activities.

I really love this book. I think that the author has such a warm and likeable style. For me (an artist) and a beginner in the world of business and marketing this book bridged a gap beautifully. I recommend it to people who like a simple, empathic and engaging style as well as good information. Good luck!

Well written and short but 'difference' is not particularly differentiating from a number of other books ... if your time is precious, and you're looking for novelty but already have a good idea of the type of blurp this purports to sell then give it a miss

This book was recommended to me by a gentleman named Paul Dunn who presented on making things matter in business. I'm glad he recommended it as I've just read it in two sittings.A fantastic read, practical tips and easy to implement.

Bernadette makes business personal and leads you gently and clearly to a better understanding of what you need to do for your customer. This book is essential for your business development. Buy it, read it and implement her advice.