Difference Marketing

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month – Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Marketing. Bernadette Jiwa’s short (110 pages) exploration of how we innovate best and most

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successfully makes sense to me, and is a reminder of why it’s important to begin with people, with understanding and – her word – empathy.

Plenty of stories and examples, with thoughtful and thought provoking reading. Try it.

Here’s a taste of her perspective.

“Business has traditionally seen innovation as something that is incremental. We constantly strive to be different

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from or to outdo the competition, so we build on what already exists, to either create big changes or make small improvements. We tweak, give a bit extra, or perhaps add one more feature, and then we figure out ways to get people to notice how we’re different so we can convince them to buy our products and services. This thinking has led us to bring things to market in a way that looks something like this:


In contrast, difference thinkers don’t

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begin with an idea and think in increments of improvement: they start with empathy (emphasis added). This gives them the opportunity to take what is and understand what could be…

An idea developed with difference thinking looks like this:



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