Bernadette Jiwa Quotes

“Nobody can tell you what to stand for, or how your values, wants and needs should intersect with those of your customers and then manifest as a business, an idea or an experience. Figuring out the destination is hard-but recognising it is more valuable than knowing exactly how you're going to get there.”

— Bernadette Jiwa

“Giving a damn is seriously underrated and caring is a competitive advantage.”

— Bernadette Jiwa

“People don't buy what you do; they buy how it makes them feel.”

— Bernadette Jiwa

“Not only is there no longer a mass market, but most of the successful companies, game-changing innovations, and products and services we care about were designed to cater to people at the edges of that curve, not to the average Joe in the middle of it.”

— Bernadette Jiwa

“Difference thinking' is more than the ability to connect the dots, though. It's about seeing the truth, recognising the opportunity in that truth and then acting on it. You need to learn how to see the dots and understand the significance of connecting them before you can begin.”

— Bernadette Jiwa

QUESTIONS FOR YOU What business are you in? Are you selling coffee or lifestyle? Renting rooms online or giving people the opportunity to connect and experience a city in new ways? Or ... ? What do your customers want from you? Would they like a product or support? Gym membership or improved health and wellness? How do your customers want to feel? Connected, informed, reassured, special, excited, happy, fulfilled, and on and on. Have you asked

— Bernadette Jiwa

Old Spice, the seventy-five-year-old brand of men's grooming products, had begun to lose market share in the body wash category as the market became more and more crowded. Under the direction of the digital agency Wieden+Kennedy, the brand's manufacturer, Procter & Gamble, aimed to change how women (who were buying more than half of the body wash products) felt about their men wearing "lady-scented body wash." The video campaign called "The Man Your Man Could Smell Like," starring Isaiah Mustafa, was launched online in July 2010 during Super Bowl weekend. On the first day, the campaign received almost 6 million views. After the first week, Old Spice had 40 million views. Traffic to their website was up 300% and Facebook fan interaction was up 800%. Within six months, the campaign generated 1.4 billion impressions.

— Bernadette Jiwa

“We are at our very best when we see the world through the eyes of the person we're trying to matter to.”

— Bernadette Jiwa

“When you go the extra mile, people will know, and that knowing changes everything about how they feel about what you do.”

— Bernadette Jiwa

“Wonder just enough; then go do.”

— Bernadette Jiwa

“How the now-ubiquitous humble shopping cart was invented and adopted eighty years ago. Sylvan Goldman, a grocery store owner from Oklahoma, noticed that when his customers' baskets became too heavy or too full, people stopped shopping. Clearly their problem was his problem, too. He began to think of ways to improve the experience for his customers. In 1936 he came up with the idea of a basket carrier on wheels.”

— Bernadette Jiwa

“Go out and find some real people. Listen to their stories. Don't ask for the main point. Let the story run its course. Like flowing water, it will find its own way, at its own pace. And if you've got patience, you'll learn more than you might imagine. -T”

— Bernadette Jiwa

“We really need to care about the people we are designing for, understand what their dreams and desires and priorities are, and then we have to use that understanding as the driving force of the work we put forward, because the second we know what questions ... are important, then all we have to do is answer them. -B”

— Bernadette Jiwa

“Marketing is about becoming part of peoples' stories.”

— Bernadette Jiwa

“The truth is that what really moves us is feelings, not facts.”

— Bernadette Jiwa

“What companies and entrepreneurs sometimes forget is that the purpose of innovation is not simply to make new, improved products and services; it is to make things that are meaningful to the people who use them.”

— Bernadette Jiwa

“Give them a reason to care, a story they can believe in.”

— Bernadette Jiwa

“[Y]ou've got to start with the customer experience and work backwards to the technology.”

— Bernadette Jiwa

“There's something magical about the experience of taking a blank sheet of paper and being able to make it take flight with just a few careful, strategic folds. The art of paper plane making has been used for generations, not just to prototype big ideas and lofty innovations-without the humble paper plane, there might have been no Wright brothers' first flight-but also to teach children about engineering, physics, possibility and small miracles. With one or two simple folds, a child learns that her actions can affect her results and that the way she builds something matters.”

— Bernadette Jiwa

“Your leaders and staff are the face of your brand. Often they are the front line of your brand story. Their job is to show the world what your business stands for. Their posture, their attitude, and their influence trickle down through the organization and affect it. A good leader maps out the vision for the business.”

— Bernadette Jiwa

“As soon as we open our eyes in the morning, what we want most is to matter, to live a life and to do a work that has meaning. We have evolved to feel this way. Man's first thought was 'I AM'.”

— Bernadette Jiwa

“Innovation, sales and marketing are less about ideas and persuasion and more about understanding. We forget that. People don't want one more nudge in the direction we have decided they need to go. They need us to build our businesses around what we notice will make their lives better. WHERE”

— Bernadette Jiwa

“[I]t's seeing the invisible problem, not just the obvious problem, that's important, not just for product design, but for everything we do. You see, there are invisible problems all around us, ones we can solve. But first we need to see them, to feel them. -T”

— Bernadette Jiwa