Bernadette Jiwa – författare

Penguin presents the unabridged, downloadable audiobook edition of Hunch, written and read by Bernadette Jiwa.Learn to trust your intuition and uncover insights that could lead to the next big thingWhat do the Dyson vacuum cleaner, GoPro camera, Starbucks, Instagram, Facebook, and Lululemon yoga pants have in common? Every one of them was the result not of data-driven analytics or corporate brainstorming sessions, but a hunch - the intuitive understanding of a deep, unmet need, informed by insight and foresight.Anxiety over ''being more innovative'' leads entrepreneurs to create solutions in search of problems. But what if you could use your intuition to identify an existing problem that''s begging for a solution?In Hunch, bestselling author and business advisor Bernadette Jiwa shows how anyone can uncover the kind of insights that become breakthrough ideas. Combining hands-on exercises with inspiring stories of the killer hunches that brought us ideas like the first reusable coffee cup and the beloved Spanx brand, Hunch is a guide to cultivating your intuitive powers, a roadmap to getting from insights to ideas that fly. Every breakthrough idea starts not with knowing for sure, but by understanding why it''s safe to try. Intuition alone doesn''t tell you exactly where ''x'' marks the spot, but it can give powerful clues as to where you might begin to dig. This is the book you need if you''re ready to begin finding them.

"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." —Seth Godin

Marketing is not a department—it''s the story of how you create difference for your customers.

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.