"Every Jiwa book is a special event, and this one is no exception. Memorable stories about stories, practical, hard-won insights about how people change and why. Short and powerful."SETH GODINWhat makes some bad ideas successful, and why do many good ideas fail? It turns out that there’s no such thing as a bad idea or a good idea. There is only the wrong story or the right story. The right story is one that is trusted. It is believed because it is told by the right person, for the right reasons, in the right way, at the right time, to the right people. The success or failure of our ideas depends on us telling the right story. We can only do that by being clear about the change we want to create, and why—and then bringing enough of the right people with us on the journey. It’s up to us, the changemakers of today and tomorrow, to galvanise those people we hope to bring on the journey with us.That’s what this book is about. It’s not just about helping you to change someone’s mind. It’s about how you can get better at articulating the change you want to create and understanding the people you want to influence, inspire or impact—so you can build upon what they already believe and ultimately shape the future you and they want to see.
'This brilliant little book is sure to inspire the next new meaningful product or company' - Ivy Ross, VP Design, GoogleWhere will your next big idea come from? Analyzing hard data? A corporate brainstorming session? Customer focus groups? Or closer to home?Successful entrepreneurs don't wait for proof that their idea will work. They learn to trust their gut and go.In Hunch, bestselling author and business adviser Bernadette Jiwa shows you how to harness the power of your intuition so you can recognize opportunities others miss and create the breakthrough idea the world is waiting for. She explores inspired hunches, from one that led to the launch of the breakout Goldiblox brand, to another that helped a doctor reduce infant mortality around the world.Filled with success stories, reflection exercises and writing prompts, Hunch is the indispensable guide to embracing your unique potential and discovering your own winning ideas.
"The most important book for your boss to read this year. Buy it, share it, make it real.” —SETH GODIN"Empathy, relevance, and affinity—three great concepts to help you make a dent in the universe. Jiwa explains a whole new way to innovate and change the world.”—GUY KAWASAKI"As marketers our future value and success relies on using our customers as our compass. Through inspiring case studies, learn about the Innovation Trifecta and how affinity that is earned, rather than attention that is bought can power your business growth. Bernadette digs deep to explain why brands that give a damn make a difference and win in terms of profits, people and the planet."—LEE TONITTO—CEO, AUSTRALIAN MARKETING INSTITUTE“This book and the Story Strategy Blueprint are invaluable for anyone who wants to disrupt their industry and to know and genuinely matter to their customers.Bernadette's unique views and teachings will give you the most important, empathetic tools to know the consumer and be a successful. “—ANTONIO ZEA, Global Director, Football Footwear, UNDER ARMOUR"A must read for any entrepreneur or marketer. It’s full of lots of “aha” moments with a concrete tool that you can implement immediately. This book should be added to every marketer’s toolkit!"—DIANE DIAZ, Instructor Digital Storytelling & Branding, FULL SAIL UNIVERSITYListed as one of Inc Magazine's Top Business Books of 2015.Our new digital landscape has spawned an entrepreneurial culture and the belief that anyone with a laptop and an Internet connection has the power to change the world—to create an idea that flies. But for every groundbreaking business that started this way, a thousand others have stalled or failed. Why? What’s the secret to success? What do Khan Academy, the GoPro camera, the Dyson vacuum cleaner and Kickstarter have in common? After years of consulting with hundreds of innovators, creatives, entrepreneurs and business leaders to help them tell the stories of their ideas, I have discovered something: every business that flies starts not with the best idea, the biggest budget or better marketing, but with the story of someone who wants to do something—and can’t. We don’t change the world by starting with our brilliant ideas, our dreams; we change the world by helping others to live their dreams. The story of ideas that fly is the story of the people who embrace them, love them, adopt them, care about them and share them. Successful ideas are the ones that become meaningful to others—helping them to see what’s possible for them.Our ideas fly when we show others their wings.
"Bernadette's back, and just in time. This is her finest work, a book that ought to be read by everyone on your team, and somehow hidden from your competitors."—SETH GODIN One of the biggest challenges we face as entrepreneurs and innovators is understanding how to make our ideas resonate. We tend to have no shortage of ideas, but we struggle to tell the story of how they are going to be useful in the world and why they will matter to people. Marketing is the way we communicate how our ideas translate to value for people in a marketplace.Marketing has become a necessary evil for every business, but what if we adopted a different view of it? What if marketing was less about promotion or coercion and more about reaching out to people and helping them to solve problems? What if marketing was how we found more ways to do better work and to matter to our customers?What if marketing was where we began our journey towards understanding what people need and want?What if it was our vantage point for seeing the world through the eyes of our customers? How different would marketing be then?
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