Story Driven: You Don’t Need to Compete When You Know Who You Are by Bernadette Jiwa
Bernadette Jiwa is a business advisor, keynote speaker and bestselling author of seven #1 Amazon Bestsellers. She’s been named by Smart Company as a Top Business Thinker 2018, and recognized as an expert on the role of story in marketing and business development.
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. But perhaps even more impressive is that, Seth Godin named it as one of the marketing blogs he reads!
She advises, consults with and speaks to Fortune 500 companies, startups, entrepreneurs and business leaders from around the world, helping them to build meaningful brands and matter to their customers.
Interesting fact – she grew up in Dublin, Ireland, and now lives on the other side of the world in Melbourne, Australia.
The Host’s Perspective:
Do you want to build a truly great company? Well, you’ll want to start by spending some time thinking about what makes a company truly great these day. And I’ve got just the book for you.
These are just three of the book’s many big ideas that particularly resonated with me.
1-A story driven company is one that is responsive to customers and prioritizes having a clear sense of purpose and identity. It makes little reference to the competition and is intent on creating an impact. The people who work there derive a deep sense of meaning from their work because they know their company exists to do more than simply make a profit. The leaders of story-driven companies have clear visions for the future they want to see, and they inspire their teams to join them on the journey to creating the future. Story-driven companies have a positive impact on their customers and society. They thrive by making the connection between their purpose and prosperity. Their goal is to make a difference.
2- Every business is driven by one of two philosophies. A company is either competition driven or story-driven. The competition driven company is reactive to the marketplace and prioritizes beating its competitors and racking up profits. Their goal is to win at all costs. And not much else
3-We have entered what the author calls “The Meaning Economy.” In the Industrial Economy workers created value by working with their hands. They manufactured and shipped things that would be consumed. Later, in the Information Economy, workers began using their heads more than their hands to produce value. The Meaning Economy is where the brands and businesses that thrive are the ones that enable workers to work with their hearts as well as their hands.
And The Meaning Economy has also created a new kind of customer who is drawn to brands that share and enable them to express their values. They support businesses that are generous and mindful of the impact they make.
This book gives you a framework to help you consistently articulate, live and lead with your story. And it will show you how to stop competing and start succeeding by being who you are, so you can do work you’re proud of and create the future you want to see.
Listen to the Interview:
Story Driven by Bernadette Jiwa
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