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Difference: The one-page method for reimagining your business and reinventing your marketing
"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
—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
110 pages, Kindle Edition
First published February 3, 2014
187 people are currently reading
1062 people want to read
About the author
Bernadette Jiwa
17 books221 followersBernadette Jiwa is an Irish Australian writer and story skills teacher. For ten years, she successfully published award-winning non-fiction books before embracing the freedom of fiction.
Her Dublin novels, THE MAKING OF HER and EVERY SHADE OF LOVE, were published in 2022 and 2025.
Her Dublin novels, THE MAKING OF HER and EVERY SHADE OF LOVE, were published in 2022 and 2025.
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Displaying 1 - 30 of 69 reviews
August 15, 2015
Although this wasn't the best book I've ever read on marketing, it did have some great insights in its pages, and left me with more than a few things to think about. Here are some things I'm still chewing on...
"Creating difference...is about seeing things in a whole new light. It's about re-imagining what the problem or need might be, and then deciding that you will do whatever it takes to be the one to solve this problem for people"
"It isn't the person with the best idea who wins; it's the person who has the greatest understanding of what really matters to people"
"People don't want to be sold on the reason you think your brand is better or best. They don't want something different. They want something that creates a difference."
"Shouting 'notice us' just doesn't cut it anymore"
"...people don't fall in love with ideas at all. They fall in love with how those ideas, products, services, and places make them feel"
"Noticing what people do is often more valuable to us than listening to what they say they think"
"There is nothing more important to any business today than understanding the worldview of its customers and the reality they live with"
"A good speaker leaves us with food for thought. A great speaker leaves his heart on the podium"
"Creating difference...is about seeing things in a whole new light. It's about re-imagining what the problem or need might be, and then deciding that you will do whatever it takes to be the one to solve this problem for people"
"It isn't the person with the best idea who wins; it's the person who has the greatest understanding of what really matters to people"
"People don't want to be sold on the reason you think your brand is better or best. They don't want something different. They want something that creates a difference."
"Shouting 'notice us' just doesn't cut it anymore"
"...people don't fall in love with ideas at all. They fall in love with how those ideas, products, services, and places make them feel"
"Noticing what people do is often more valuable to us than listening to what they say they think"
"There is nothing more important to any business today than understanding the worldview of its customers and the reality they live with"
"A good speaker leaves us with food for thought. A great speaker leaves his heart on the podium"
March 20, 2014
How do you make a difference in a world with at least 100 competitors by your side?
The best answer always calls the most difficult challenge: Transforming yourself, your listening and your story will attract exactly who you want to interact with- and will repay you with long lasting connections and opportunities.
An excellent practical guide that will teach you to focus on what matters, weigh your choices correctly, and build your assets the right way.
The best answer always calls the most difficult challenge: Transforming yourself, your listening and your story will attract exactly who you want to interact with- and will repay you with long lasting connections and opportunities.
An excellent practical guide that will teach you to focus on what matters, weigh your choices correctly, and build your assets the right way.
November 26, 2024
Read for altMBA course in 2018. View the "Difference map" at difference.is for the full model. The basic idea is to use first-hand observations to understand the various "versions of the truth" for your customers, instead of making wide-sweeping assumptions.
April 26, 2014
I am excited about the times we're living in. I know there's a lot to be scared about, but it seems to me that there's also a hell of a lot to be excited about, to find hope and brilliance in. Much of that excitement, that brilliance, I believe stems from a collective step change in the human psyche. It's about truth, it's about living authentically, it's about real stuff that matters and it's about the human need to connect and belong.
So what does this have to do with a book about marketing? Everything.
We're living in a special point in time where, in developed countries, most of us enjoy lives where our basic needs are more than satisfied. Our collective human intelligence has advanced further up the hierarchy of needs pyramid at precisely the time that technology has advanced to the point of true integration into everyday life. This means that people are questioning more and demanding the satisfaction of deeper desires, such as meaning and purpose and integrity, in their lives, and that because of the accessibility of technology, never before has there been such an opportunity to realise these desires.
We have the desire for more meaning and purpose. We also have the ability to connect, collaborate, integrate and disseminate information like never before in order to inform our choices. And because the barriers to enter the marketplace have been greatly reduced by technologolical advancements, we have options available and the ability to make choices that reflect the things that matter to us.
It means that mass marketing is dated, if not, dead. We're not prepared to be treated like invisible numbers and demographic conglomerates anymore and it seems that we don't have to be. Doing work that matters, making choices that reflect our principles, giving our loyalty to ethical and caring companies that make a difference is where we're headed, and 'Difference' encapsulates that thinking. Although it's a marketing method, the overarching message of this book is much broader and can be applied not only to all facets of a savvy business, but as a mediation and encouragement for us all to embrace the abundant opportunities to make choices that matter.
Jiwa presents several inspiring business cases to illustrate this thinking, this important step change in not only our ability, but our responsibility in creating lives that matter. Companies that know it's about showing up, about making the most of the choices available to us, about choosing the stories we want to tell and be a part of, it's about connecting authentically with the people who matter to us and our business. They are companies millions of people have shown their desire to support, emulate and connect with. To be a part of that story.
This is an inspiring and important little book that speaks to so much more than turning dated marketing approaches on their head, although it does that too. It asks us to be brave enough to consider the truth about what we really care about and what really matters. Bernadette Jiwa tells us the story of Difference and illustrates the tale with the stories of companies who are choosing to matter. This is a story I want to be a part of and one that I suspect we all do.
So what does this have to do with a book about marketing? Everything.
We're living in a special point in time where, in developed countries, most of us enjoy lives where our basic needs are more than satisfied. Our collective human intelligence has advanced further up the hierarchy of needs pyramid at precisely the time that technology has advanced to the point of true integration into everyday life. This means that people are questioning more and demanding the satisfaction of deeper desires, such as meaning and purpose and integrity, in their lives, and that because of the accessibility of technology, never before has there been such an opportunity to realise these desires.
We have the desire for more meaning and purpose. We also have the ability to connect, collaborate, integrate and disseminate information like never before in order to inform our choices. And because the barriers to enter the marketplace have been greatly reduced by technologolical advancements, we have options available and the ability to make choices that reflect the things that matter to us.
It means that mass marketing is dated, if not, dead. We're not prepared to be treated like invisible numbers and demographic conglomerates anymore and it seems that we don't have to be. Doing work that matters, making choices that reflect our principles, giving our loyalty to ethical and caring companies that make a difference is where we're headed, and 'Difference' encapsulates that thinking. Although it's a marketing method, the overarching message of this book is much broader and can be applied not only to all facets of a savvy business, but as a mediation and encouragement for us all to embrace the abundant opportunities to make choices that matter.
Jiwa presents several inspiring business cases to illustrate this thinking, this important step change in not only our ability, but our responsibility in creating lives that matter. Companies that know it's about showing up, about making the most of the choices available to us, about choosing the stories we want to tell and be a part of, it's about connecting authentically with the people who matter to us and our business. They are companies millions of people have shown their desire to support, emulate and connect with. To be a part of that story.
This is an inspiring and important little book that speaks to so much more than turning dated marketing approaches on their head, although it does that too. It asks us to be brave enough to consider the truth about what we really care about and what really matters. Bernadette Jiwa tells us the story of Difference and illustrates the tale with the stories of companies who are choosing to matter. This is a story I want to be a part of and one that I suspect we all do.
May 13, 2014
I wanted to give this book a great rating because the author seemed likable. In fact, I probably would have given the book 2 stars if I didn't think she came across so well because the irony was that I didn't think the content of the book was terribly different to a lot of what I've been reading recently. And even after taking into consideration that there is a natural overlap of ideas in what we read, I still felt that as the book was championing offering a difference, it didn't quite do that enough.
Having said that, if you are unfamiliar with the premises of this book, then it's actually very readable and gets its point across fairly concisely. And there is even an alternative/supplement to the business generation model map: http://difference.is/difference-map/ that you can use.
It's an incredibly short book so its worth the small slice of time it takes to read it.
Having said that, if you are unfamiliar with the premises of this book, then it's actually very readable and gets its point across fairly concisely. And there is even an alternative/supplement to the business generation model map: http://difference.is/difference-map/ that you can use.
It's an incredibly short book so its worth the small slice of time it takes to read it.
February 19, 2014
Short and full of inspiration.
من الطف كُتب التسويق التي قرأتها مؤخراً، كتاب صغير ومليء بالقصص التسويقية الملهمة. التسويق ليس قسم في شركة وإنما تفهم الزبائن واحتياجاتهم وتطلعاتهم كما تطرقت برينديت جيوا في الكتاب.
القصة هي أحد أهم العناصر التي تجعل من الآخرين يهتمون بأمر شركتك وعملك، ودون قصة لا يوجد سوا عمل دون أحاسيس، أو طموحات حقيقية.
(خيراً لك أن تصرف الوقت والتكاليف والجهد في ابتكار وتصديق والعمل على قصتك من أن تركز على الإعلانات المزعجة)
وبلهجتنا العامية "كتاب متعوب عليه"
من الطف كُتب التسويق التي قرأتها مؤخراً، كتاب صغير ومليء بالقصص التسويقية الملهمة. التسويق ليس قسم في شركة وإنما تفهم الزبائن واحتياجاتهم وتطلعاتهم كما تطرقت برينديت جيوا في الكتاب.
القصة هي أحد أهم العناصر التي تجعل من الآخرين يهتمون بأمر شركتك وعملك، ودون قصة لا يوجد سوا عمل دون أحاسيس، أو طموحات حقيقية.
(خيراً لك أن تصرف الوقت والتكاليف والجهد في ابتكار وتصديق والعمل على قصتك من أن تركز على الإعلانات المزعجة)
وبلهجتنا العامية "كتاب متعوب عليه"
February 25, 2015
Quick read, useful template to add to a strategists bag of tricks.
Spend 45 minutes reading and try it out yourself. The examples she gives should help, even when working with slightly less disruptive brands.
Spend 45 minutes reading and try it out yourself. The examples she gives should help, even when working with slightly less disruptive brands.
March 7, 2014
same old same old.. not worth the time.
November 4, 2014
Fantastic book! I underlined so much, and I now carry it around with me and constantly ponder her suggestions.
December 8, 2014
It's a bit of a company laundry list, but there are gems within it.
April 8, 2016
Great book, loved all the to the point actions. Will definitely let it sink and read it again.
June 21, 2022
Such a great book. I believe anyone could get a valuable insight from this book.
August 5, 2024
The book is aptly named. Difference. How you build distinctiveness of your business.
I picked up this book after reading Jiwa's Marketing.
What I love about her books is - length, language, tone, and actionable content.
Difference forces you to "really" think about why your business exists and your ultimate business mission. Her writing pushes you to think beyond the narrow, stale, dry stuff such as bottomline and competition. Everyone does that. There's nothing new.
If you want to have a sustainable business, you've got to read this book.
Once you are done, Jiwa provides an interesting framework to put everything you learned in the book into practical use for your business. You have to take a printout and do the task. I have done it and it's quite a revelation.
Either you are clear in your mind and can fill the framework with confidence
or
You will end up introspecting in line with the framework and enlightening yourself.
It's like a light bulb moment. Surreal (for the want of a better word).
Whether yours is a person of one company or a small business or if you are an established entity that's hit entropy or stagnation - this book and the framework can make unimaginable differences in your mindset, direction of efforts, and outcomes.
Overall the book is effortless reading and you can finish it in one sitting on a rainy Sunday afternoon. But don't wait for the rain. Go ahead and pick up the book. It's worth 10x your time.
I picked up this book after reading Jiwa's Marketing.
What I love about her books is - length, language, tone, and actionable content.
Difference forces you to "really" think about why your business exists and your ultimate business mission. Her writing pushes you to think beyond the narrow, stale, dry stuff such as bottomline and competition. Everyone does that. There's nothing new.
If you want to have a sustainable business, you've got to read this book.
Once you are done, Jiwa provides an interesting framework to put everything you learned in the book into practical use for your business. You have to take a printout and do the task. I have done it and it's quite a revelation.
Either you are clear in your mind and can fill the framework with confidence
or
You will end up introspecting in line with the framework and enlightening yourself.
It's like a light bulb moment. Surreal (for the want of a better word).
Whether yours is a person of one company or a small business or if you are an established entity that's hit entropy or stagnation - this book and the framework can make unimaginable differences in your mindset, direction of efforts, and outcomes.
Overall the book is effortless reading and you can finish it in one sitting on a rainy Sunday afternoon. But don't wait for the rain. Go ahead and pick up the book. It's worth 10x your time.
October 10, 2019
Short read with actionable insights. Although much of the stuff here has been said before in plenty of books, this is a great, more accessible introduction to modern marketing with more case studies than, say, Seth Godin's This is Marketing: You Can't Be Seen Until You Learn To See
Key takeaways:
- Advertising vs marketing; advertising feels "safe" but is no longer very effective because our interruption threshold has become much lower. Today is the opt-in age.
- Moving from marketing's 4Ps to the 5Ps needed in today's world
- Competing on features (improving your product incrementally) vs your brand is the product (your customers wanting your brand to be part of their story)
- "What you measure matters, but what's hard to measure might matter more"
- The P that marketing forgot-> People
If you liked this, check out Theory of Change (www.theoryofchange.org), a similar framework to Jiwa's Difference Map-- when planning any project, start with the impact you wish to achieve go backward to determine your output and activities.
Key takeaways:
- Advertising vs marketing; advertising feels "safe" but is no longer very effective because our interruption threshold has become much lower. Today is the opt-in age.
- Moving from marketing's 4Ps to the 5Ps needed in today's world
- Competing on features (improving your product incrementally) vs your brand is the product (your customers wanting your brand to be part of their story)
- "What you measure matters, but what's hard to measure might matter more"
- The P that marketing forgot-> People
If you liked this, check out Theory of Change (www.theoryofchange.org), a similar framework to Jiwa's Difference Map-- when planning any project, start with the impact you wish to achieve go backward to determine your output and activities.
November 30, 2021
The book opens with a somewhat tired anecdote that you've likely read 5-10 times before if you've read any business- or design-related books published over the past few decades: the bit about Steve Jobs going to Xerox PARC. Yawn. The emphasis on finding empathy is important, sure, but also something you've likely read about before. While these are important points re: building customer connections, being more about empathizing than selling, marketing intangibles, etc., these points were made previously in various marketing books, including "Marketing Imagination" by Levitt.
Jiwa says the idea of a "unique selling proposition" (USP) isn't relevant anymore but then goes on to cite Chobani and how they sell thick, Greek-style yogurt with a higher protein content than traditional yogurt... well, that's a USP. Sure, the "story aspect" is important, but so is the USP.
I think there is some utility in the Difference Map framework but it seems more useful for an early-stage startup than an established company.
Jiwa says the idea of a "unique selling proposition" (USP) isn't relevant anymore but then goes on to cite Chobani and how they sell thick, Greek-style yogurt with a higher protein content than traditional yogurt... well, that's a USP. Sure, the "story aspect" is important, but so is the USP.
I think there is some utility in the Difference Map framework but it seems more useful for an early-stage startup than an established company.
December 4, 2021
Very good. Very true.
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.
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.
January 2, 2022
Started out great but then lost me
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 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.
October 22, 2022
SUCH AN INTERSTING QUICK READ
THE BEST TAKE AWAYS
1] ONE MANS RIP OFF IS ANOTHER MANS INDULGENCE
2] THINGS WE CANT MEASURE MIGHT BE FAR MORE VALUABLE TO BUSSINESS THAN THE THINGS WE CAN
3] IF YOU WANT TO START SOMETHING NEW START WITH UNDERSTANDING
4] YOUR PURPOSE IS NOT WHAT YOU DO BUT WHY YOU DO IT
5] NOTHING IS MORE IMPORTANT THAN BELIEF
6] PEOPLE DONT BUY FEAUTURES , THEY BUY PROMICES
QUITE AN INTRESTING AUTHOUR
THE BEST TAKE AWAYS
1] ONE MANS RIP OFF IS ANOTHER MANS INDULGENCE
2] THINGS WE CANT MEASURE MIGHT BE FAR MORE VALUABLE TO BUSSINESS THAN THE THINGS WE CAN
3] IF YOU WANT TO START SOMETHING NEW START WITH UNDERSTANDING
4] YOUR PURPOSE IS NOT WHAT YOU DO BUT WHY YOU DO IT
5] NOTHING IS MORE IMPORTANT THAN BELIEF
6] PEOPLE DONT BUY FEAUTURES , THEY BUY PROMICES
QUITE AN INTRESTING AUTHOUR
May 10, 2018
Helped Adjust My Thinking
As I read this book I compared it to how I make decisions about products and services. The book aligned almost perfectly with how I make decisions. The problem is that is not how I approach marketing for products and services for my company. Great, fast read.
As I read this book I compared it to how I make decisions about products and services. The book aligned almost perfectly with how I make decisions. The problem is that is not how I approach marketing for products and services for my company. Great, fast read.
October 25, 2020
The book is more philosophical than actionable. It's a quick read and I expect that we'll get some value out of her 6 Ps framework/exercise. At the same time, the examples she shows are the emotional cousins of a basic SWOT analysis.
If this book disappeared from my library I don't think I'd notice.
If this book disappeared from my library I don't think I'd notice.
November 26, 2018
You can easily read it in a day and probably best to skip directly to the last part. The book explains a model for creating difference (kinda like a canvas / map) It's quite high level marketing/product management. Many steve jobs / apple examples so... :)
September 22, 2017
I have been working diligently on my marketing (even taking courses) for 3 months now. This book is incredible. Exactly what I needed to read!! It's all about connecting with my clients and truly caring about them.
April 2, 2019
If u want to learn Real Marketing.
Really learned what true marketing is all about. This books gives clear and real ways of doing business and offers great examples of how it should be. Must read for every customer focused company.
Really learned what true marketing is all about. This books gives clear and real ways of doing business and offers great examples of how it should be. Must read for every customer focused company.
January 24, 2023
This book is okay but there are better marketing books out there. A lot of the advice is pretty basic. Benefits of this book are that it is a very quick read (only about 70 pages) so if you are just looking for a quick refresher, its not the worst.
May 4, 2018
A short - to the point practical book that helps you brainstorm your difference. A reference book for the shelves.. not to be underestimated.
August 30, 2018
Provides a framework to help you differentiate yourself when there are 100 similar companies in the same domain. I highly recommend using this along with the Lean Canvas if you are a product builder.
December 25, 2018
rubbish
Read
December 31, 2022هر چیز ممتاز، بخشی از «دل» ما را در خود جای میدهد.
July 4, 2023
Fantastic , brilliant, to the point, but mind-expanding in less than 100 pages.
If you are on the same wavelength of Seth Godin, this will resonate. If you're not...you'll still love it.
If you are on the same wavelength of Seth Godin, this will resonate. If you're not...you'll still love it.
August 20, 2025
I really wanted to get something out of it, but it just felt too fluffy and surface level. I kept wondering when we would get to the deeper meaning, then it was over.
Displaying 1 - 30 of 69 reviews