Summary: Difference By Bernadette Jiwa
Summary: Difference By Bernadette Jiwa

Summary: Difference By Bernadette Jiwa


The P that the old Marketing Mix forget, one that no business can afford to forget nowadays, is people. Gone are the days we were demographics outside the brand’s circle of influence, disconnected from the activities of Monstrous Corp., with no thoughts or feelings required. We were worker bees who transformed into walking wallets at the weekend.

Today we are powerful influencers who discern and care, and want and choose. Because we can.



Almost half a century after the introduction of the four Ps of the Marketing Mix (remember, product, price, place and promotion), which sold things aimed at the masses, we’re not just reimagining the way stories about our businesses, ideas, products and services are told. We’re creating a new framework for understanding what people want, recognising opportunities, bringing ideas to market and doing business, and this framework enables us to create things that need to exist in the world.

Jiwa calls this framework the Difference Model. It’s designed to be the foundation for building any business idea. The Difference Model is built around six pillars: principles, purpose, people, personal, perception and product.



Principles are fundamental truths, cornerstones and guiding lights. Every organisation, business venture or tiny project is founded on them; sometimes they haven’t been explored or articulated, but they still exist. When we set out to start something, we have an understanding of the what, the where and the why of it. We might know that we have resources and limitations, parameters that we’ve got to work within. We may not label them truths, but that’s what they are, and as we strive to create the story that will resonate with the people we want to serve, it’s important to consider them.


Why does your business exist? Your purpose is not what you do, but why you do it. Bringing a product to market isn’t enough. You need to consider Why this product?


Who are the people you want to serve? What do they value? What do they care about? What’s their current reality? Don’t think simply in terms of demographics; think about your customers’ worldview and how they navigate the world from day to day.


How can you become more relevant and significant to the people you want to serve? How can your business be about making them live as a better version of themselves? What difference does your product make to them?


What do people believe? What would we like them to believe about us and about themselves in the presence of our product?

What your customers believe about you far outweighs anything you tell them to think. We connect to each other around our beliefs. Our beliefs also help us to connect more deeply with ourselves. Our beliefs drive our behaviour. Our beliefs and behaviours are the foundation of cultures. The most successful brands and businesses shape and enhance our cultures. Successful businesses are built on being believed and believed in, not just noticed.


What do people really want? What value does your product or service create for customers?

Don’t just seek to find holes in the market or to gain mind share. Set out to fill a void in people’s lives.

When you have all of the pieces of the puzzle in place, you’ll be ready to bring that product to the people who actually wanted it in the first place.


What Differentiates a Great Idea from a Good One

What differentiates a great anything from a good anything you care to think about (business, movie, hotel, product, blog, book, packaging, design, app, talk, school, song, art… keep going) is that the great stuff, the things we give a damn about, have the heart left in them.

What does Jiwa mean by ‘heart’? The empathy and emotion. The feeling, and yes, vulnerability. Yours, not the marketing department’s.

Good marketing tells the story. Great marketing is the story.