A young woman finds her faith and outlook on life after meeting a handsome, older man. The relationship changes both their lives in ways they never imagined possible.
Are you seeking for a synopsis of Bernadette Jiwa’s book Difference? You’ve arrived to the correct location.
After reading Bernadette Jiwa’s book, I wrote down a few significant takeaways.
If you don’t have time, you don’t have to read the whole book. This book synopsis summarizes all you can take away from it.
Let’s get this party started right now.
I’ll go through the following things in this Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Market book summary:
What is Bernadette Jiwa’s Difference about?
In today’s tough business world, Bernadette Jiwa outlines how to distinguish out and remain competitive. To break through the clutter of advertising, you must emotionally connect with your audience. This book will show you how.
Bernadette Jiwa is the author.
Bernadette Jiwa is an author and speaker who specializes in customizing marketing techniques for contemporary firms and Entrepreneurs.
Her book, The Fortune Cookie Principle, became a business bestseller on Amazon.
Bernadette Jiwa’s Difference Is For Whom?
Difference Bernadette Jiwa’s work is not suitable for everyone. If you are one of the following folks, you may like the book:
- Entrepreneurs
- Anyone interested in marketing or business.
- Anyone who wishes to keep up with today’s fast-paced corporate environment
Bernadette Jiwa’s Difference Book Summary
Introduction
Do you have an innate attachment to items that you purchase frequently? Probably not. We often buy things due of their cheap cost or convenience. If something cheaper or simpler were available, you’d switch straight away.
Some brands, on the other hand, seem to elicit powerful emotions in individuals. Companies like Airbnb, Apple, and Facebook, for example, have loyal fan audiences dedicated to their goods and services.
But why are these businesses so beloved? What’s the key to replicating this impact with your own brand?
In this book, you’ll learn how these businesses add a new “P” to marketing’s conventional “Ps”: people. They focus everything they do on us, their consumers, our issues, and our lives. They have our thanks for it.
Lesson 1: If you want to be successful, you can’t just be different; you have to make a difference.
The process of developing, promoting, and producing a product was simple before the internet.
Your first thought was to make a new teapot. Your teapot would be made to your specifications, including the handle curve and glaze color. After that, you may start selling your teapot by advertising it in places where prospective consumers could be.
These kind of concepts are no longer viable. It is not enough to have a good teapot to outperform your competition. Nowadays, the teapot market is so congested that making yours stand out is almost hard.
A fresh style of thinking is required for success. It’s not enough to be unique; you have to stand out.
To stand out, you must accomplish something they have never done before, rather than just outperform the competition. It is critical to redefine your industry.
If you really want to make a difference, you must first identify what others need. You must fix their difficulties in order to enhance their lives. New teapots alone will not suffice.
It also implies you’ll have to change your creative method. It is not your product that comes first; it is the truth that you need. That truth relates to their issue. Then you consider how to correct the problem. The real product will not be released until the very end, when empathic thinking has been achieved. That is how you set yourself apart in a congested market.
Warby Parker, an optical shop, has grown successful by identifying and addressing the reality about eyeglass users.
Despite the fact that the company’s founders did not have hundreds of dollars to spend on name-brand, fashionable glasses, they discovered that people still wanted to wear them. However, these individuals had no other cheap option.
Warby Parker identified this issue and designed fashionable and cheap eyeglasses to address it for this market group.
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Lesson 2: Instead than yelling at people in impersonal commercials, tell them a narrative they can connect to and care about.
Have you seen any commercials today? There are undoubtedly plenty.
Traditional advertising has never been more obvious since there is so much competition today, even if we are surrounded by adverts. Is any advertisement worth our time?
Traditional advertising seldom pique the attention of a prospective buyer in the promoted goods or service. Messages are designed to appeal to the broadest possible audience rather than particular groups or people.
Advertisements like this don’t try to solve issues or fulfill our wants. They just yell at us. “Buy this!” They weep.
When everyone is yelling, the cacophony is simple to ignore, and most individuals can shut out the noise. Furthermore, you are a unique person who deserves to be treated as such. Organizations must appeal to prospective consumers on a personal level in order to encourage people to tune in and listen.
Instead of yelling at prospective consumers, new marketing strategies convey tales that people can connect to or identify with. If you tell a tale about someone’s life, for example, your prospective consumer is more inclined to listen to you.
Most businesses succeed when they convey a narrative that their consumers can relate to!
For example, Airbnb has a lot of interesting anecdotes about the firm. It understands the exorbitant expense of hotels and the impersonal service they provide. As a result, Airbnb provides more than simply low-cost hotel rooms. Customers are encouraged to explore the world in new ways.
How can you tell a tale that people can connect with? A alternative paradigm, including the six P’s: principles, purpose, people, personal, perceptions, and product, should be used.
Lesson 3: Recognize the underlying realities about your company, market, and consumers.
The first stage in any difference model is to concentrate on your principles.
Your market, your company, and your consumers are all built on the foundation of principles.
To begin, you must first recognize these realities. What are your strengths and weaknesses? Is it possible to include these into your goal-setting process?
Let’s look into Airbnb in more detail. Despite the fact that it knew it didn’t have much money, the corporation nonetheless wanted to launch a business. It did, however, have excellent design abilities and originality. The company’s founders likewise wanted to make a good difference in people’s lives.
Airbnb’s founders established the firm on their strengths because they played to their strengths.
Your industry has its own set of realities that you must acknowledge. What is the structure of your industry? Is it feasible to manipulate or alter these facts to your benefit?
Steve Jobs did this during the development of a new Apple phone. The industry’s underlying idea was the concept of functioning mobile phones. He was able to design a phone that was not simply a phone, but also capable of many other functions.
Finally, you must examine your consumers’ principles. Put yourself in the shoes of the individuals you’re trying to persuade. Are there any truths behind their actions? Do those realities make them feel limited or unhappy? What is their ideal way of life?
You can start making a difference in their lives as soon as you receive answers to these questions.
Entrepreneur Sara Blakey created the Spanx underwear brand in this manner. Several ladies voiced their displeasure with visible lines produced by unattractive undergarments. As a result, she designed a line of body-shaping clothes that blurred these borders and became an immediate hit.
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Lesson 4: Define your company’s mission so that you know where you want to go.
It is critical to determine your mission in business.
The mission of a company is what propels it forward.
The second phase in the difference model is to think about what you want to achieve. You should think about how your company will affect the globe.
This is how By the Way Bakery, a New York-based old-fashioned bakery, grew its company. Despite selling exclusively gluten-free and dairy-free goodies, the bakery produces high-quality pastries despite the restricted ingredients.
Furthermore, regardless of dietary limitations, the bakery’s owners wanted its guests to have a good time and enjoy tasty cuisine.
With a goal like this, your organization and yourself will find direction and remain on track.
When planning your influence, think about the effect you want your company to make on individuals. Customers aren’t statistics or demographics, so don’t treat them like such.
Respond to your consumers’ emotions, wants, and issues, as well as those of future customers. Understanding them as complicated, diverse beings is the only way you can assist them.
Simple.com is an online bank that recognizes and caters to its clients’ requirements. Traditional banks sometimes leave individuals feeling helpless, or worse, as the firm founders recognized. It was also discovered that individuals distrusted traditional banks and believed that customers would be more comfortable banking online.
Simple.com solved this issue as an online banking service, and it was for this reason that Simple.com stood apart.
Lesson 5: Make it simple for individuals to connect and comprehend information correctly.
Understanding your clients’ requirements and desires is critical, but it will not guarantee your company’s success. It’s also critical to ensure that your company is relevant.
The next phase in the difference model is to build a personal relationship with individuals in order to guarantee that they recognize the difference in the quality of services or goods you supply.
Your prospective clients’ lives should be compatible with your product or service. People should feel happy about using your product or service.
TOMS, a shoe manufacturer, is one of the greatest examples. TOMS promises to send one pair of shoes to a kid in a developing nation for every pair purchased. The “one for one” model is what they call it.
When individuals buy TOMS shoes, they can feel good about knowing that every time they put them on, they are supporting a kid in need.
As a result, before expanding your firm, you should think about your clients’ values and ideals. Make sure they have something to be proud of!
This is how Uber grew into a popular taxi service. Because cab services are expensive and unpredictable, the corporation saw that customers were dissatisfied. Simply simply, most clients were wary of cab services.
As a result, Uber set out to create a new mode of transportation that customers would like and, more crucially, trust. It made a difference whether the client thought the firm was trustworthy and honest.
It not only fixed entrenched issues in the taxi sector, but it also transformed the way we use cabs in the first place, by altering the way we utilize transportation in general.
As a result, Uber has shifted public image of the sector as a whole. People are expecting cheaper and more dependable taxi services now that Uber has established a new benchmark for the sector.
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Lesson 6: Knowing your market, your clients, and yourself will assist you in developing excellent goods.
You’re ready to go on to the next step: designing your product, after spending time studying and contemplating your consumers, company, and industry.
Remember that you must produce a product that solves a specific need in people’s lives.
Basically, you shouldn’t make a product solely to compete with other comparable items or to fill a market need. It has to be beneficial to the people.
Your offering must make a real impact in your clients’ lives!
Airbnb is another great example. An option would have been to operate like a hotel, but instead of hotels, provide rooms in private houses. You may reserve the hotel online, stay there, and then depart.
Instead, the corporation went a step farther. Travelers may contact and communicate with the owners of the home or flat via Airbnb, and both can submit feedback to each other. You got the opportunity to enjoy excellent customer service while traveling across the globe in luxury with the organization.
Airbnb revolutionized the way we travel in addition to making it simpler to locate a place to stay.
It’s never been simpler to get to know individuals and make a difference in their lives.
What have you got to lose?
You may reach out to strangers in all sorts of unexpected ways thanks to social media, enabling you to form meaningful and sympathetic relationships with them.
Social media research is an excellent place to start. Discover what challenges individuals encounter and how you may assist them by learning about their lifestyles. Solving actual difficulties is the key to your success.
Final Thoughts
Traditional marketing is a thing of the past. To be seen, your adverts don’t have to be flashier than those of your rivals! Make a genuine connection with others. When you address people’s issues, you will not only make them happy, but you will also be more successful.
People will not react positively if you treat them the same way. You must appeal to your prospective customers as people, with their own ideas and emotions, in order to be effective. Marketing should be targeted to individuals who are actually in need. Trying to appeal to everyone will result in failure.
Additional Reading
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