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Difference: The one-page method for reimagining your business and reinventing your marketing

Difference: The one-page method for reimagining your business and reinventing your marketing [Kindle Edition]

Bernadette Jiwa
4.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)

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"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."


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.


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?"

"Have you wondered about that 'certain something' that makes an extraordinary business? Bernadette's stylish little book is that 'certain something' explained."

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.

Bernadette is the Banksy of the marketing world.


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4.0 von 5 Sternen Nicht neu, aber gut geschrieben 15. März 2014
Format:Kindle Edition|Von Amazon bestätigter Kauf
Wer "Blue Ocean Strategy" gelesen hat, wird inhaltlich in diesem Buch nicht viel Neues entdecken, außer vielleicht der "Difference Map" am Ende des Buches.

Aber das Büchlein ist gut gexchrieben udn ein gutes Gegengewicht zu den "datenastigen" Büchern aus der "Lean Startup"-Ecke. Die Autorin lenkt unsere Aufmerksamkeit wieder darauf, dass unsere Kunden Bedürfnisse und Träume haben, die wir mit unseren Angeboten befriedigen sollten. Und so sollten wir auch vorgehen bei der Produktentwicklung: Welche unbefriedigten Bedürfnisse haben unsere Kunden? Wenn wir auf diese Art eine Marktlücke entdecken, dann geht es nicht mehr darum, uns von dem Wettbewerb abzusetzen, sondern wir definieren den Wettbewerb neu, indem wir einen eneun Markt schaffen, auf dem wir zunächst einmal allein sind.

Soweit nichts Neues, aber das Büchlein lohnt sich trotzdem zu lesen.
War diese Rezension für Sie hilfreich?
Die hilfreichsten Kundenrezensionen auf (beta) 4.5 von 5 Sternen  71 Rezensionen
27 von 30 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Good Framework, Needs More Exploration 23. Februar 2014
Von B. Urban - Veröffentlicht auf
Format:Taschenbuch|Von Amazon bestätigter Kauf
I found this book to be an OK rehash of material covered in many of Seth Godin's books. If you've read Purple Cow, then you already know what's being presented. The marketing framework that the author develops is interesting, but is only the beginning and the ideas are not fully explored. So overall, the framework is useful, but the book doesn't add a whole lot in terms of practical applications.

On the plus side - the author shows what some new and successful companies are doing to disrupt their industries. The examples do not go into much depth - they simply apply the framework. And most companies were born out of these successful strategies. It would be much better to see how struggling companies have used this approach to reimagine or recreate their business to become great.

The book ends abruptly after the framework and examples are presented. I was eagerly looking for some suggestions or applications of 'next steps' to address after filling out the worksheet. So, if you're familiar with Seth Godin's material, you will probably get most of the value directly from the author's blog and website. Either way, it's a quick read, and good reinforcement of smart business principles that we often forget about.

Surprisingly - I got more than my money's worth learning about a couple of great new companies, products, and services.
10 von 10 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Make what people want? What to EXPECT 6. März 2014
Von @pasteurtran - Veröffentlicht auf
Format:Kindle Edition
The Book: I personally felt the book was more orientated to 'create something with everyone in mind'. I believe this to be the main theme and we derive from understanding what is needed, understanding the people and consequently creating an idea. This is opposed to create an idea, simply try it out and test it. I do however believe that most amazing ideas start out that way - they start from someone having a problem somewhere and solve it on their own.

1. You are introduced to some examples of a 'difference' thinker
2. You are then given some stories (which aren't supported strongly I believe) and this gives Jiwa a pathway to demonstrate what she means. A great quote she mentions is: “Whats’ working now is doing the exact opposite: figuring out what people want and finding ways to delight one person at a time, one person who is thrilled to talk about you to her friends, essentially turning the funnel on its head.”
3. You are given the difference model and how to use it
4. Finally you are given the difference model of a few companies such as Airbnb and Moo.

Some strong points:
1. The overall theme is to step back, and look at what everyone wants and how you plan to deliver it to them in a way THEY want it. Or even look back and what your company/business is doing now.
2. Build your brand one person at a time.
3.“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”.
4. Advertising interrupts our lives, and we decrease our 'value' by spending more on advertising - not on the product.

What to EXPECT:

1. It's not a strongly supported book, that is - there's a framework but little depth and minimal exploration
2. A lot of Seth Godin's overall theme can be found within this book, as well as his quotes.
3. The difference model is a model that simply steps you back and allows you to determine what your idea and business aim to do.

Some of the weaker points and why I couldn't give it top stars:

1. The model itself does NOT tell you how companies became who they are, in my honest opinion. For example, you will look into how Airbnb does what it does now, sort of in hindsight - but you will NOT know that Airbnb started as two people who needed to have extra money to pay for their loft in San Fran. For me, the latter was sort of what I was expecting - but their 'difference' was created because they realised people needed accommodation for big events etc.
2. It starts off strong but then becomes less and less supported as the book unfolds.
3. The examples which supports the framework itself are examples in her life or observations of companies which have risen up.

Overall the book was an interesting read, but more a reinforcement of things we forget about when creating something different.
12 von 13 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A book for all types of organisations - all aspects of business. 5. Februar 2014
Von Tammy Tansley - Veröffentlicht auf
I read this book cover to cover in two nights.. That's longer than I have taken with previous Bernadette Jiwa books, and it's a sign of two things. One - her writing is so beautifully compelling that you want to finish it (unlike the stack of other related books that grow dusty on the bookshelves). Secondly - it took longer because I kept going back, rereading whole pages; reflecting, considering, applying, almost luxuriating in the writing and the thinking behind it.

This is a book that has application in so many different aspects of business life - small business, start ups, the "marketing department" of bigger organisations, not for profit.. you name it.

The real genius in this book though, is that Bernadette shows us how to apply her thinking. She has created a series of difference maps to show the application from big to small, not for profit to artisan business. It's clever because she emphasises that all organisations should do this irrespective of size or sector - but equally important, she shows us how it can be done. Once you've seen a number of different examples, it makes the thinking around your own personal circumstances all the easier to work out.

This book has prompted action from me.. Again, unlike a number of books that you mean to get back to and do something with, but just don't.
29 von 36 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Urgent, simple and powerful 7. Februar 2014
Von Seth Godin - Veröffentlicht auf
Bernadette has presented each of us with a gift. In this short and incisive book, she blows up your perceptions about what's possible and redefines the future of the way many will do marketing.

It's harder than ever to find writing that's fresh, useful and generous. Here's some. Grab it. Use it. Share it.

Full disclosure: I read this book when it was in galleys. I liked it then just as much as I like it now.
7 von 7 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen You can't begin to tell a story 14. Februar 2014
Von Patricia L. Ferdinandi - Veröffentlicht auf
Format:Taschenbuch|Von Amazon bestätigter Kauf
To quote Bernadette: "You can't begin to tell a story without understanding why that story should matter to the people you want to serve."

It's not the Mad Men telling people the story they should share ... it's listening for the story the clients are telling themselves before looking for how you want to matter.

It's not the facts, figures, or features ... it's the empathic "why".

All that is great information ... but now, how do you determine what matters? That is the beauty of this book. Read the book before doing the exercise. You'll be on the right track. Her storytelling ability is superb. You'll understand the why you must adjust your thinking from Mad Men to really connecting to what your buyers care about. It's how to find the story to tell about what really matters.
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