Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Marketing
Last updated October 31, 2026
Bernadette Jiwa argues that businesses succeed by being different in ways that matter to the people they serve, not by shouting louder than competitors. She starts from customers' worldviews and needs. She introduces the Difference Map, a one-page tool for understanding who a business is for and what those people care about, and shows how to use it to design products, services and stories that customers value.
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