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Difference: The one-page method for reimagining your business and reinventing your marketing [Kindle Edition]

Bernadette Jiwa
4.1 out of 5 stars  See all reviews (22 customer reviews)

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Book Description

"This book is a generous work of genius. The Difference Map is now an essential component for anyone who is serious about doing work that matters, and Bernadette Jiwa is the bright new star to lead us there."
—SETH GODIN

MARKETING IS NOT A DEPARTMENT IT'S THE STORY OF HOW YOU CREATE DIFFERENCE FOR YOUR CUSTOMERS.

We spent $500 billion globally on advertising in 2013. Every year we're spending more money, to interrupt more people, more often, with messages they don't care about and don't pay attention to. We've come to believe that the way to succeed is to have an advantage—by being different or better, more visible, or just plain louder.
What if, instead of finding ways to be one step ahead of your competition, you could build and market your business to give people a reason to choose you? What if you could completely reinvent a category or experience? What if you could stop trying to beat the competition, and become the competition?
Difference lifts the lid on how brands like Airbnb, Uber and Apple have succeeded by creating difference and gives you a new one-page method for reimagining your business and reinventing your marketing. It helps you to recognise opportunities that create value, to develop products and services that people want, and to matter to your customers.

ADVANCE PRAISE FOR 'DIFFERENCE'

An inspiring read and a truly powerful tool. Bernadette is a rare find - she doesn't just know what she's talking about, she's not afraid to stand for why it matters. What better way to describe the challenge we all face in trying to make real connections in today's world?"
—JONATHAN RAYMOND
EMYTH, CHIEF BRAND OFFICER

"Have you wondered about that 'certain something' that makes an extraordinary business? Bernadette's stylish little book is that 'certain something' explained."
—MARK SCHAEFER
AUTHOR OF RETURN ON INFLUENCE

Bernadette Jiwa is a hidden gem—'Difference' is a modern day anthology of how to distinguish and celebrate your uniqueness in the marketplace. Her imaginative one-page thinking tool will not only ignite your creativity; more importantly, it will uncover the soul of your business.
—MOE ABDOU
CEO, 33 VOICES

Bernadette is the Banksy of the marketing world.
—MERRYN PADGETT
FOUNDER, EARTH & SEA CREATIVE



Product details

  • Format: Kindle Edition
  • File Size: 6021 KB
  • Print Length: 110 pages
  • Simultaneous Device Usage: Unlimited
  • Publisher: The Story Of Telling Press (3 Feb. 2014)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00I8W7HYO
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Bestsellers Rank: #52,286 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars If you like her blog you will love this book 20 Feb. 2014
By Kirsty
Format:Paperback|Verified Purchase
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.
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2 of 2 people found the following review helpful
By Robert Morris TOP 100 REVIEWER
Format:Paperback
According to Bernadette Jiwa, Steve Jobs was a "difference thinker," one who had a highly developed talent for connecting dots. In fact, it involves much more than that. "It's about seeing the truth, recognising the opportunity in that truth and [begin italics] then [end italics] acting on it. You need to learn how to see the dots and understanding the significance of connecting them before you can begin. And you can do that only identifying with and understanding somebody else's feelings and frustrations. That's what Steve Jobs did intuitively; he had the ability to stand in a potential user's shoes and understand the impact that an innovation and its design might have on that person's life (and thus in the market). This is something you can train yourself to do."

The Japanese term "kaizen" means continuous improvement and is a never-ending process, a philosophy, a business way-of-life, rather than a destination or specific project. The title of one of Marshall Goldsmith's recent books suggests that "what got you here won't get you there." In fact, I presume to add, what got you here won't even keep you here, wherever and what "here" may be. One of the most difficult challenges for business leaders is to make certain that their organization is significantly different (i.e. significantly better) from its competition but also from what it may be now. In fact, what has been a strength (size, scope, diversification of products, etc.) can become a weakness or vulnerability.

These are among the dozens of business subjects and issues of special interest and value to me, also listed to indicate the scope of Jiwa's coverage.
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5 of 6 people found the following review helpful
2.0 out of 5 stars Genius? No... just a light read. 23 Jun. 2014
Format:Paperback|Verified Purchase
"This book is a generous work of genius" so says Seth Godin on the cover. "Huh? What? I don't agree" I say in this review.
The first thing you notice about "the book" is that it is quite thin - 79 pages in total with over 20 pages given to case study examples - more of a paper than a book. It starts bright with a nice pre-amble and yet another regurgitation of silicon valley folklore story and then continues to do the same by re-spinning what marketers have known for a long time - you need to put yourself in the shoes of your customer, speak their language, understand your value from their perspective.
The book is light on evidence and heavy on anecdotes - I am always wary of authors who use quotes from TV shows in a bid to support an argument; that's not evidence, it's just laziness. I had a wry smile on my face when the author criticizes the 4 P's classic model then introduces her own "Difference Map" model with 6 P's.
Genius it is not - I'll be wary of anything Seth Godin endorses from here on - I feel I have been duped!
On the plus side, it's a very light read - anyone new to marketing will find it a good introduction to the basic concepts. I've given it 2 stars because I like the style of Bernadette and I suspect she is well regarded (how did this get on the TED recommeded book list???). If I were using it as a study text it would only receive 1 star - although the concept is sound the content is largely anecdotal and post rationalised.
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2 of 2 people found the following review helpful
5.0 out of 5 stars get this, read this, do this 17 Feb. 2014
Format:Kindle Edition|Verified Purchase
Small book,big impact. Read it and reread it. Great case stories, a common sense approach and revealing insights. Highly recommended.
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5 of 6 people found the following review helpful
4.0 out of 5 stars Beautifully simple 11 Feb. 2014
By Dan B
Format:Paperback|Verified Purchase
I'm sure that all Godin fans (like me) will enjoy this book. It is not particularly new stuff. It is full of stripped back important reminders of where marketing has now moved to - which is away from the advertising model of old. This book's one thing, it's own 'Difference', is that it delivers on it's promise in less than a few hours reading and culminates in a one page model that you can immediately go and apply to your projects. And that's the stuff I love. I wish more marketing and business books got to the point quickly and delivered practical take-aways.
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5 of 6 people found the following review helpful
1.0 out of 5 stars Lacks substance 7 Jun. 2014
Format:Kindle Edition|Verified Purchase
Every product or service needs to be differentiated in some way - to stand out in the crowd. This book tries to offer a new perspective on how to achieve this. The premise on which it's based is so weak I cannot even recall it having read the book a few weeks ago, in a couple of hours, and having been unimpressed by it. It left me feeling that it lacks substance; just another flimsy idea being peddled.
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Format:Paperback|Verified Purchase
Bernadette's latest book is a pocket sized gem about increasing engagement with your target market. The Difference model she's created looks at six core areas and helps you to delve deeper into what matters to your audience. You can see examples of the model at the website she's a set up for this www.difference.is
At just under 100 pages it doesn't take long to read and could make a big difference to how you do your marketing.
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Most Recent Customer Reviews
5.0 out of 5 stars excellent book
This book gives a different perspective and helps organizing ideas with practical examples. Good to motivate people who are thinking about starting a new business and for those who... Read more
Published 4 months ago by Ana
2.0 out of 5 stars and you're looking for novelty but already have a good idea of the...
Well written and short but 'difference' is not particularly differentiating from a number of other books ... Read more
Published 4 months ago by Ted Cran
5.0 out of 5 stars what a wonderful, refreshing and enjoyable read.
This book was recommended to me by a gentleman named Paul Dunn who presented on making things matter in business. Read more
Published 5 months ago by Scott
5.0 out of 5 stars A a Story Well Told Leads to Business Success
Bernadette's book has a real passionate message with a sensible, understandable approach. If you are running marketing for any business I would highly recommend reading it.
Published 9 months ago by CoachBrianW
5.0 out of 5 stars Great & Inspiring Little Book
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... Read more
Published 10 months ago by Reader
4.0 out of 5 stars interesting perspective
A good short read, with fresh ideas on marketing in the digital world. The author proposes a simple, appliccable model for creating difference. Read more
Published 10 months ago by Ana Maria G
5.0 out of 5 stars I couldn't put this book down
Bernadette Jiwa has written a brilliant book. Totally on the ball. Her message was insightful and with a totally practical model to create the story and the strategy of a... Read more
Published 10 months ago by Female Entrepreneur
5.0 out of 5 stars great ideas and inspiration
Thoroughly inspired by the difference and how it could help how I describe and promote my business, been struggling with the for a while and have now found the answer
Published 11 months ago by Craig McKie
4.0 out of 5 stars new book, simple idea
An admirer of Seth Godin, this lady takes a similar slant and develops the thinking into a one page marketing manual. Read more
Published 11 months ago by Peronel Barnes
2.0 out of 5 stars No difference
In my view, the author doesn't seem to have taken her own advice as the book provides little that is different - neither new insight nor a useful tool. Read more
Published 11 months ago by Amazon Customer
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