Difference Quotes

“THE TEN CHARACTERISTICS OF DIFFERENCE THINKERS They practice empathy because they care enough to make an impact. They have a clear sense of the change they want to make in the world. They are impatient about tactics and endlessly patient about implementing their strategy. They ask the right questions, and that means that they talk more than twice as much as they listen, because talking takes guts. Mostly, they ignore those who offer empty criticism. They watch what people do and don’t just believe what people tell them. They innovate and create at the edges, ignoring the market of everyone. They make products for their customers, instead of trying to find customers for their products. They understand that they need to give people a story to tell—a ‘you’ve gotta see this’ moment. They work hard to change how people feel, by creating intangible value that gives them an emotional point of difference. They understand that trust is their second-most valuable asset. The first is the willingness to be wrong for the right reason.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“how the now-ubiquitous humble shopping cart was invented and adopted eighty years ago. Sylvan Goldman, a grocery store owner from Oklahoma, noticed that when his customers’ baskets became too heavy or too full, people stopped shopping. Clearly their problem was his problem, too. He began to think of ways to improve the experience for his customers. In 1936 he came up with the idea of a basket carrier on wheels.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

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― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“Noticing what people do is often more valuable to us than listening to what they say they think.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“Truly great brands don’t create products and services just to fulfil customer needs. They create for wants, desires, beliefs, behaviours and unexpressed worldviews. The same opportunity is open to you.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“What your customer does, not what she thinks or what she says she does, leaves clues about what she really wants from you.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“the key to creating difference is to make something that changes how people feel and makes them fall just a little more in love, not with what we sell but with themselves.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“People are telling us what they care about and it isn’t our products. It’s their journey, their story, the meaning they want to create in their lives.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“Some people are willing to pay a premium for products that are made to last and don’t harm the environment unnecessarily.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“And increasingly what they care about is what the choices they make, and the things they consume, buy, share, or relate to, say about them.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“Difference thinking’ is more than the ability to connect the dots, though. It’s about seeing the truth, recognising the opportunity in that truth and then acting on it. You need to learn how to see the dots and understand the significance of connecting them before you can begin.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“When you go the extra mile, people will know, and that knowing changes everything about how they feel about what you do.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“Not only is there no longer a mass market, but most of the successful companies, game-changing innovations, and products and services we care about were designed to cater to people at the edges of that curve, not to the average Joe in the middle of it.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“The secret of disruptive innovations and business models isn’t that they disrupt an industry; it’s that they disrupt people. They change how people feel about something, in a way that’s enough to change how they behave. It’s entirely possible to look to the future and think about how your customers might be changed tomorrow as a result of what you do today.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“The secret of disruptive innovations and business models isn’t that they disrupt an industry; it’s that they disrupt people.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“What makes a brand unique now is the difference it creates—how it affects people’s lives and becomes part of their story.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“As soon as we open our eyes in the morning, what we want most is to matter, to live a life and to do a work that has meaning. We have evolved to feel this way. Man's first thought was 'I AM'.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“give them a reason to care, a story they can believe in.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“The truth is that what really moves us is feelings, not facts.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“what differentiates a good anything from a great anything you care to think about (business, movie, hotel, product, blog, book, packaging, design, app, talk, school, song, art… keep going) is that the great stuff, the things we give a damn about, have the heart left in them.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“the masses don’t want to feel like ‘the masses’.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“The fortune, not the cookie, is what people really care about.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing

“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.”
― Bernadette Jiwa, Difference: The one-page method for reimagining your business and reinventing your marketing