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The Right Story: A brief guide to changing the world
"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 GODIN What 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.
176 pages, Paperback
Published January 2, 2019
About the author
Bernadette Jiwa
18 books224 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 - 15 of 15 reviews
August 22, 2019
We can only create the future we want by bringing other people with us on our journey.
The Right Story celebrates the art of telling stories that galvanise the people we hope to bring on our journey with us. To do this, stories need to be told by the right person, for the right reasons, in the right way, at the right time, to the right people. It is an art form, the success or failure of which marks the success or failure of our ideas.
Since ancient times, stories have been used to help people connect and collaborate, to bond and belong, and to work together for the benefit of their tribe. Stories cause us to pay attention and involve us personally so that we are moved to take action, and change things for the better.
Stories, therefore, are powerful catalysts for change, they bring us together or drive us apart, they give us a shared sense of purpose, and teach us how to love, whom to fear, and when to act.
In this book, Bernadette not only talks about the science of telling stories where neurotransmitters help us to process positive and negative stimuli and prioritise our responses, but also the psychology of motivation and persuasion where understanding why we think, feel and behave improves our chances of creating the changes we wish to make.
There are some interesting questions on how we can become better communicators and persuaders by understanding what we believe to be true, what we want our audience to know, and who might be open to hearing our story at any particular point in time. This being especially pertinent when clicks have become the new currency in quick wins, often used to exploit the recipient, rather than add any real value to their lives.
Particularly helpful is Bernadette's 'Stages of Change' which illustrates how and why people's mindsets and motivations shift as they alter their opinions and behaviours through the decision making process, and how you can earn the trust of the right listener, empowering them to act through 'The Change Journey' and 'The Change Gap'.
Simple models like these help us to support our customers to make the right decision for themselves, in this case, by providing stories that reinforce their opinions and beliefs, and help them decide if your product or service is right for them.
Bernadette's 'Story Compass' provides the means to write purposeful stories for the people you want to engage, a simple communication tool that makes this book worth every penny in terms of adding value to your marketing and customer service efforts now and into the future.
The Right Story celebrates the art of telling stories that galvanise the people we hope to bring on our journey with us. To do this, stories need to be told by the right person, for the right reasons, in the right way, at the right time, to the right people. It is an art form, the success or failure of which marks the success or failure of our ideas.
Since ancient times, stories have been used to help people connect and collaborate, to bond and belong, and to work together for the benefit of their tribe. Stories cause us to pay attention and involve us personally so that we are moved to take action, and change things for the better.
Stories, therefore, are powerful catalysts for change, they bring us together or drive us apart, they give us a shared sense of purpose, and teach us how to love, whom to fear, and when to act.
In this book, Bernadette not only talks about the science of telling stories where neurotransmitters help us to process positive and negative stimuli and prioritise our responses, but also the psychology of motivation and persuasion where understanding why we think, feel and behave improves our chances of creating the changes we wish to make.
There are some interesting questions on how we can become better communicators and persuaders by understanding what we believe to be true, what we want our audience to know, and who might be open to hearing our story at any particular point in time. This being especially pertinent when clicks have become the new currency in quick wins, often used to exploit the recipient, rather than add any real value to their lives.
Particularly helpful is Bernadette's 'Stages of Change' which illustrates how and why people's mindsets and motivations shift as they alter their opinions and behaviours through the decision making process, and how you can earn the trust of the right listener, empowering them to act through 'The Change Journey' and 'The Change Gap'.
Simple models like these help us to support our customers to make the right decision for themselves, in this case, by providing stories that reinforce their opinions and beliefs, and help them decide if your product or service is right for them.
Bernadette's 'Story Compass' provides the means to write purposeful stories for the people you want to engage, a simple communication tool that makes this book worth every penny in terms of adding value to your marketing and customer service efforts now and into the future.
February 17, 2019
My review is here: https://www.bradrevell.com/2019/02/th...
Three key takeaways from the book:
1. We become better communicators when we understand three things: what we believe to be true, what we want our audience to know, and what the people we hope to influence are open to hearing at that moment.
2. You cannot change a mind without winning a heart.
3. Good storytellers and great communicators seek to understand before being understood. Read (and heard) this one before but worth mentioning again.
Three key takeaways from the book:
1. We become better communicators when we understand three things: what we believe to be true, what we want our audience to know, and what the people we hope to influence are open to hearing at that moment.
2. You cannot change a mind without winning a heart.
3. Good storytellers and great communicators seek to understand before being understood. Read (and heard) this one before but worth mentioning again.
April 23, 2020
Inspiring remarks but less actionable than I expected.
Interesting quotes around powerful stories crafted being behind changes. Also that we assimilate information through stories (aka we conquer minds after winning hearts).
The story compass needs refinement, but the idea of a framework to build strong stories is promising. It reminds me of other product frameworks like Elevator Pitch, or the canvases. I’ve workshopped the compass with a client and am iterating on the format so it’s more actionable.
Interesting quotes around powerful stories crafted being behind changes. Also that we assimilate information through stories (aka we conquer minds after winning hearts).
The story compass needs refinement, but the idea of a framework to build strong stories is promising. It reminds me of other product frameworks like Elevator Pitch, or the canvases. I’ve workshopped the compass with a client and am iterating on the format so it’s more actionable.
December 29, 2022
Good storytelling guidelines
Bernadette Jiwa introduces her storytelling method that offers insightful perspectives on the drivers and motivators for telling the right story in winning hearts and minds, persuading and ultimately driving change. Recommended for anyone wishing to improve their storytelling narrative skills.
Bernadette Jiwa introduces her storytelling method that offers insightful perspectives on the drivers and motivators for telling the right story in winning hearts and minds, persuading and ultimately driving change. Recommended for anyone wishing to improve their storytelling narrative skills.
December 8, 2024
More about marketing than storytelling
This was not what I expected. It’s a marketing book. A sales book. My focus is on “storytelling”’as a communication method regardless of industry, and this was lacking. Good, but I believe the title should be more adequate to the marketing profession.
This was not what I expected. It’s a marketing book. A sales book. My focus is on “storytelling”’as a communication method regardless of industry, and this was lacking. Good, but I believe the title should be more adequate to the marketing profession.
May 24, 2019
Absolutely perfect and inspiring
I read her blog weekly and continue to be amazed with her depth of knowledge perception and kindness for her readers. This book has been a wonderful read and has inspired at least a hundred blogs from me to my audience.
I read her blog weekly and continue to be amazed with her depth of knowledge perception and kindness for her readers. This book has been a wonderful read and has inspired at least a hundred blogs from me to my audience.
July 18, 2019
Easy to read and value packed.
An amazing companion to Story Drive. Highly recommend. I have enjoyed all of her books. If you are interested in the concepts of story in building brands, these two are must-reads.
An amazing companion to Story Drive. Highly recommend. I have enjoyed all of her books. If you are interested in the concepts of story in building brands, these two are must-reads.
September 15, 2019
Easy to read and use
The thing I especially like about Bernadette Iowa's books is her simple organization and ease of language. She makes her point and then backs it up -- simply and directly.
The thing I especially like about Bernadette Iowa's books is her simple organization and ease of language. She makes her point and then backs it up -- simply and directly.
March 29, 2020
Meaningful Storytelling
Inspiring book that makes us think about how storytelling is part of the human nature. Building meaning through storytelling means to define first our beliefs, our essence. Values are the compass to a great story.
Inspiring book that makes us think about how storytelling is part of the human nature. Building meaning through storytelling means to define first our beliefs, our essence. Values are the compass to a great story.
February 5, 2019
All of Bernadette's books are excellent for anyone who wants to improve their understanding and practice of marketing.
July 4, 2019
La única forma de cambiar el mundo es con la confianza y la colaboración
December 22, 2019
The glue that keeps it all together great book
Quick read but really does explain why trust is the key and story is how that trust is won well worth a read
Quick read but really does explain why trust is the key and story is how that trust is won well worth a read
February 20, 2020
Would have liked to see more tools to help build the right stories.
November 20, 2021
A brief and inspiring read, will definitely be picking up more of Bernadette's books.
February 2, 2022
Poveștile sunt asemenea unei busole pentru inimă. Cea potrivita ne îndeamnă la acțiune. Ele schimbă modul în care simțim, gândim și acționăm, așa că atenție la ce "povești" ascultăm.
Displaying 1 - 15 of 15 reviews