“There are a thousand ways to get noticed, but there’s only one way to really touch someone. And that’s to give them a reason to care, a story they can believe in. The truth is that what really moves us is feelings, not facts.” Bernadette Jiwa, author of “difference.”
Discover more insights about re-imagining your business and reinventing your marketing through relationships, engagement and growth from the newly released book “difference.”
Seth Godin endorses “difference” as “…a generous work of genius.” Bernadette Jiwa’s one page Difference Map helps companies define their distinctiveness in terms of how they make a difference to their customers. Here are some additional insights from the book:
“Fifty years ago, the focus of business was dominance. ‘More’ was the shortcut to becoming an unbeatable Goliath in the marketplace. Today the shortcut to ‘more’ is to matter – not to be different, but to do something that creates difference. 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 buy features – they buy promises. People don’t want to do, they want to be – more productive, more connected, more safe. The truth is that people don’t fall in love with ideas at all. They fall in love how those ideas, products, services and places make them feel.”
“People are tired of being ignored – of being the 99 percent, of being managed, used, exploited, homogenized, tricked, controlled and forgotten. They want to be part of something, to have a story to tell, to have something to believe in.”
“You can’t build a great business just by being different. You need to create ideas and experiences that give people reasons to care and to belong, not just reasons to choose. What difference does your work create?”
“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.”
“You can’t build successful businesses, sustain great ideas or create difference without empathy – the ability to see an experience through another person’s eyes, to recognize why people do what they do.”
“While we’ve been busy analyzing the data for information, we’ve forgotten that what we wanted all along was the insight.”
“When you go the extra mile, people will know, and that knowing changes everything about how they feel about what you do.”
What is true for your customers?
What difference does your business create?
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