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The Marketing Book Podcast: "Hunch" by Bernadette Jiwa

Hunch: Turn Your Everyday Insights Into The Next Big Thing by Bernadette Jiwa

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Bernadette Jiwa is a recognised global authority on the role of story in business, innovation and marketing and the author of five other best-selling books on marketing and brand storytelling.

Her other books are

  • Make Your Idea Matter: Stand Out With A Better Story (2012)
  • The Fortune Cookie Principle: The 20 Keys To A Great Brand Story And Why Your Business Needs One (2013)
  • Difference: The One-page Method For Reimagining Your Business And Reinventing Your Marketing (2014)
  • Marketing: A Love Story: How to Matter to Your Customers (2014)
  • Meaningful: The Story of Ideas That Fly (2015) 

Her last book Meaningful: The Story of Ideas That Fly was featured in Inc Magazine’s Best Business Books of 2015. Her previous books made other ‘best ’ lists including LinkedIn’s 20 Books Every Marketer Should Read.

She has been named as one of the Top 100 Branding Experts to Follow on Twitter and her blog, TheStoryofTelling.com was voted as the Best Australian Business Blog and chosen by Smart Company as Australia's Top Business Blog.  Seth Godin named it as one of the marketing blogs he reads.

Her work sees her advising, consulting with and speaking to entrepreneurs, business leaders and global brands like EA, LinkedIn, Zappos and Adidas.

Interesting fact - grew up in Dublin, Ireland, and now lives on the other side of the world in Melbourne, Australia.

The Host's Perspective:


Have you ever noticed that we don’t question “facts” as much as we question the insights from our observations and experience?

In our data saturated and data obsessed world, facts and logic are king but intuition gets a bad rap. But the author argues that in this era of big data where everything is more measurable, intuition has never been more valuable.

The fact is that we all use our intuition to make business decisions but it's just not fashionable to admit to it. This beautifully written book is a road map that helps you learn from the successes of others - giving you the tools to notice more and to understand how to recognize opportunities that others missed and create something the world is waiting for.

 And those hunches don’t have to be only about a Mars landing or curing cancer – it could be seemingly small things that can help your business, your daily life or the lives of those around you. There are hundreds of books that can help you with the process of making ideas happen.

What’s different about this one is that it very practically shows you how to pay attention to your hunches, reawaken skills that you may have neglected or forgotten, and develop new capabilities. Intuition alone won't tell you exactly where ‘X’ marks the spot, but it can send powerful clues as to where you might begin to dig.

 This is the book you need if you're ready to begin finding them.

Listen to the Interview:   

Show Notes

Hunch: Turn Your Everyday Insights Into The Next Big Thing by Bernadette Jiwa 

Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom (Marketing Book Podcast Interview)

List of Seth Godin's Books (Amazon.com)

List of Malcolm Gladwell's Books (Amazon.com)

List of Alain de Botton's Books (Amazon.com)

Alain de Botton's Article: Why You Will Marry The Wrong Person (nytimes.com)

Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future by Ashlee Vance

Bernadette Jiwa's Website (Thestoryoftelling.com)

About the book: Hunch (Hunch.how)

The Secret To Spreading Ideas: Bernadette Jiwa Ted Talk

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Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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