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

The New #1 Marketing Bestseller

'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. Learn how to recognise opportunities that create value and to develop products and services that people love.

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What's Your Difference?

The Difference Map is a new marketing and business development tool that helps you to create value, to develop products and services that people want, and to matter to your customers.

Download the Difference Map

Editorial Reviews

Have you wondered about that ‘certain something’ that makes an extraordinary business? Bernadette’s stylish little book is that ‘certain something’ explained.

— Mark Schaefer

An inspiring read and a truly powerful tool. Bernadette is a rare find – she doesn’t just know what she’s talking about, she’s not afraid to stand for why it matters.

— Jonathan Raymond

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

'Difference' is a modern day anthology of how to distinguish and celebrate your uniqueness in the marketplace.....it will uncover the soul of your business.

— Moe Abdou