The Difference

“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.”

~ Bernadette Jiwa from the book Difference: The one-page method for reimagining your business and reinventing your marketing…One of my top three marketing books for authentically building your authority, audience, and business.

For years I’ve been using her Difference Map detailed in this book to help clients define their unique difference. It’s a great (and short) read – I highly recommend!

Here’s another great quote:

“Your way forward is not simply to look for opportunities to be distinguishable from, or one step ahead of, the competition. Your job is not to find ways to be the alternative. Just like your favourite café has somehow managed to become part of your story almost without your realising it, your job is to become ‘the one’. In order to do that, you need to understand the story that people want to believe and become invested in. Because the truth is that you can’t change how people think or what they do without changing how they feel.”

So good!