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اصنع فكرة تطير: حكاية كل فكرة استثنائية
سيث جودين الذي ألهم ملايين رجال الأعمال والمسوّقين. ”نحن لا نغير العالم بالبدء بأفكارنا الرائعة ، أحلامنا. نغير العالم من خلال مساعدة الآخرين على عيش أحلامهم“.هكذا تخبرنا مؤلفة الكتاب وتضع أمامنا تساؤلًا مهمًا، ما الذي يجعل فكرة تنتشر ويتحدث عنها الجميع وفكرة أخرى بنفس الإمكانيات وربما نفس الأشخاص لكنها تظل حبيسة الأدراج، ما هي قصة الأفكار التي يمكنها الطيران؟ ما هي الأفكار المحلقة؟
في هذا الكتاب:
– خطة عملية من نقاطٍ واضحة تعكس لنا المشوار الذي يجب أن نخوضه في سبيل خلق منتج له قيمة لدى الناس باختلاف فئاتهم.
– قصص وحكايات لأفكار أثبتت نجاحها على أرض الواقع بالفعل واستطاعت النجاة في منافسات سوق العمل مهما بلغت شراستها.
– كيف تضيف لفكرتك قيمة حقيقية ومعنى يجعلها ذات مغزى عند المستخدمين، ما الذي يجعل فكرتك أساسية بالنسبة للجمهور؟
– دراسة هامة جدًا لتأثير التكنولوجيا في حياتنا وكيف صارت هي المتحكم الوحيد في سوق العمل وأساليب عرض العلامات التجارية هذه الأيام.
لقد ولّد مشهدنا الرقمي الجديد ثقافة ريادة الأعمال والاعتقاد بأن أي شخص لديه جهاز كمبيوتر محمول واتصال بالإنترنت لديه القدرة على تغيير العالم أو خلق فكرة تطير. ولكن مقابل كل عمل تجاري رائد بدأ بهذه الطريقة، توقف أو فشل آلاف آخرين. لماذا ا؟ ما سر النجاح؟ ما هو القاسم المشترك؟ ولماذا تموت الأفكار الزائفة في وقتٍ أقصر مما نظن.. في هذا الكتاب الخريطة الكاملة بكل تفاصيلها كي تجد ما يُغذي فكرتك ويجعل لها قصة تستحق أن تُروى في يوم من الأيام.
في هذا الكتاب:
– خطة عملية من نقاطٍ واضحة تعكس لنا المشوار الذي يجب أن نخوضه في سبيل خلق منتج له قيمة لدى الناس باختلاف فئاتهم.
– قصص وحكايات لأفكار أثبتت نجاحها على أرض الواقع بالفعل واستطاعت النجاة في منافسات سوق العمل مهما بلغت شراستها.
– كيف تضيف لفكرتك قيمة حقيقية ومعنى يجعلها ذات مغزى عند المستخدمين، ما الذي يجعل فكرتك أساسية بالنسبة للجمهور؟
– دراسة هامة جدًا لتأثير التكنولوجيا في حياتنا وكيف صارت هي المتحكم الوحيد في سوق العمل وأساليب عرض العلامات التجارية هذه الأيام.
لقد ولّد مشهدنا الرقمي الجديد ثقافة ريادة الأعمال والاعتقاد بأن أي شخص لديه جهاز كمبيوتر محمول واتصال بالإنترنت لديه القدرة على تغيير العالم أو خلق فكرة تطير. ولكن مقابل كل عمل تجاري رائد بدأ بهذه الطريقة، توقف أو فشل آلاف آخرين. لماذا ا؟ ما سر النجاح؟ ما هو القاسم المشترك؟ ولماذا تموت الأفكار الزائفة في وقتٍ أقصر مما نظن.. في هذا الكتاب الخريطة الكاملة بكل تفاصيلها كي تجد ما يُغذي فكرتك ويجعل لها قصة تستحق أن تُروى في يوم من الأيام.
175 pages, Paperback
First published October 8, 2015
341 people are currently reading
1766 people want to read
About the author
Bernadette Jiwa
17 books221 followersBernadette Jiwa is an Irish Australian writer and story skills teacher. For ten years, she successfully published award-winning non-fiction books before embracing the freedom of fiction.
Her Dublin novels, THE MAKING OF HER and EVERY SHADE OF LOVE, were published in 2022 and 2025.
Her Dublin novels, THE MAKING OF HER and EVERY SHADE OF LOVE, were published in 2022 and 2025.
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Displaying 1 - 30 of 89 reviews
April 2, 2016
This is a boring book with some interesting quotes, that doesn't tell you much really. One thing it really *doesn't* do is tell you the story of ideas that fly - as claimed by its subtitle.
This book could have been amazing. It could have shown stories about amazing ideas that gained traction, throughout time. It could have presented a model for meaningful ideas that grow legs, created from an epic study of ideas and business through time. This book could have been a really important cornerstone for today's fascinate with innovation.
Instead it is a book that limits its view to a timespan so small that proving anything within that timeframe is impossible (three years), let alone finding trends in it. It is a book that feels as though it has been written to catch the attention of the current entrepreneurial wave and make some bucks, instead of being meaningful itself.
And worst of all? It's not about ideas at all. It is a vehicle for the author to use to push her version of what is just a customer journey map. Bloody hell, just google it and find a canvas for free.
Wow, scathing huh. It's a tiny work, and took me forever to read because it was just inauthentic and lazy.
Not much else you can say, really. Don't buy it - go and read something that will actually help you, like Blue Ocean Strategy instead.
This book could have been amazing. It could have shown stories about amazing ideas that gained traction, throughout time. It could have presented a model for meaningful ideas that grow legs, created from an epic study of ideas and business through time. This book could have been a really important cornerstone for today's fascinate with innovation.
Instead it is a book that limits its view to a timespan so small that proving anything within that timeframe is impossible (three years), let alone finding trends in it. It is a book that feels as though it has been written to catch the attention of the current entrepreneurial wave and make some bucks, instead of being meaningful itself.
And worst of all? It's not about ideas at all. It is a vehicle for the author to use to push her version of what is just a customer journey map. Bloody hell, just google it and find a canvas for free.
Wow, scathing huh. It's a tiny work, and took me forever to read because it was just inauthentic and lazy.
Not much else you can say, really. Don't buy it - go and read something that will actually help you, like Blue Ocean Strategy instead.
October 13, 2022
الغلاف لطيف وبسيط
التعليق الصوتي ع ستوريتل قطع ف الآخر ف مش عارفه ايه ده 🤭
حلو لأصحاب البزنس زي حالاتي، علشان دائما افتكر السبب اللي يخليني اكمل واللي حسيته رسالة النهارده بالذات لأني كنت محبطة اني مبحققش اي ارباح زي المعتاد بقالي فترة
بعض الأمثلة قديمة لأن الكتاب من ٢٠١٥ بس ف المجمل لطيف ولغته حلوه، سمعته باللغة العربية واللي كان ترجمتها تشد جدا "اصنع فكرة تطير"
التعليق الصوتي ع ستوريتل قطع ف الآخر ف مش عارفه ايه ده 🤭
حلو لأصحاب البزنس زي حالاتي، علشان دائما افتكر السبب اللي يخليني اكمل واللي حسيته رسالة النهارده بالذات لأني كنت محبطة اني مبحققش اي ارباح زي المعتاد بقالي فترة
بعض الأمثلة قديمة لأن الكتاب من ٢٠١٥ بس ف المجمل لطيف ولغته حلوه، سمعته باللغة العربية واللي كان ترجمتها تشد جدا "اصنع فكرة تطير"
October 29, 2015
An enthusiastic take on creating things in the digital realm and giving people exactly what they want. But I found it hard to happily and enthusiastically read along with statements like 'the decline in the newspaper industry wasn't brought about by a change in the quality of the product - it was brought about by its increasing irrelevance. (Contrast that with) BuzzFeed's focus on the reader creates headlines for the social sharing generation. Because BuzzFeed noticed 60% of their traffic comes from people using mobile devices, they created new content, thinking about how to provide articles for the 'bored-in-line' network' that maximize sharability.
The implication is that newspapers (and all institutions structured similarly) should die because they don't give people what they want. The book generally argues that anyone who thinks along these lines is the future, and anyone who doesn't is traditional and obsolete.
Much of the book reads just like this - bookstores are dead because people don't like them, supermarkets can't give me exactly what I want so I don't go to them, stores that can't remember what I want are obsolete, isn't it crazy that you have to remind the barista what you want in your coffee, etc etc.
Indeed. Some might say that's the entire problem and that there are inevitably costs associated with infinite fragmentation. None are mentioned here. Or that the privacy costs associated with having a large number of enormous corporations tracking your every move in order to deliver these services might be enough to raise eyebrows (gleefully swept under the rug with these words: 'millenials are less likely to worry about privacy than older generations.')
Each chapter is only one minute long in length, and while I'm sure it's not the authors intent, champions an intensely consumeristic viewpoint without a single consideration of any of the downsides or any creative thinking about another way things could be done. It's hard to read this quote without eyebrows raising about how this is actually accomplished:
'Our job is to get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.' - Steve Jobs
According to the author, that's exactly what we should all be doing at all times. Hopefully there's another way. But maybe not.
The implication is that newspapers (and all institutions structured similarly) should die because they don't give people what they want. The book generally argues that anyone who thinks along these lines is the future, and anyone who doesn't is traditional and obsolete.
Much of the book reads just like this - bookstores are dead because people don't like them, supermarkets can't give me exactly what I want so I don't go to them, stores that can't remember what I want are obsolete, isn't it crazy that you have to remind the barista what you want in your coffee, etc etc.
Indeed. Some might say that's the entire problem and that there are inevitably costs associated with infinite fragmentation. None are mentioned here. Or that the privacy costs associated with having a large number of enormous corporations tracking your every move in order to deliver these services might be enough to raise eyebrows (gleefully swept under the rug with these words: 'millenials are less likely to worry about privacy than older generations.')
Each chapter is only one minute long in length, and while I'm sure it's not the authors intent, champions an intensely consumeristic viewpoint without a single consideration of any of the downsides or any creative thinking about another way things could be done. It's hard to read this quote without eyebrows raising about how this is actually accomplished:
'Our job is to get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.' - Steve Jobs
According to the author, that's exactly what we should all be doing at all times. Hopefully there's another way. But maybe not.
December 9, 2016
wonderfully inspiring book
This is the book i was looking for through my struggles and needs of inspiration for my entrepreneureal future. I loved the philosophy and thoughtfulness of it and also how consice it is.
I would recommend this book to anyone who is starting a busienss or is already running a successful or non-successful startup. The blueprint is very useful. I will definitely exercise on it. There are many case studies and real examples given too throughout the book which I always appreciate.
This is the book i was looking for through my struggles and needs of inspiration for my entrepreneureal future. I loved the philosophy and thoughtfulness of it and also how consice it is.
I would recommend this book to anyone who is starting a busienss or is already running a successful or non-successful startup. The blueprint is very useful. I will definitely exercise on it. There are many case studies and real examples given too throughout the book which I always appreciate.
July 3, 2016
This book has one basic message - understand your customer and design for her - figure out how to help her tell a better version of her story with your product than without. The point is nicely stated... Many times. With dozens of examples that are given rather brief attention. Half way through, the author mentions that she has a blog. That makes the book make much more sense - it is a string of blog posts meshed together into a book. But a book is a different form, a form that does better with some detail. To get the same ideas with both more detail and more nuance, along with many other good ideas - better to skip this and try Nail It, Then Scale It, Great by Choice, and/or Made to Stick... These all use some of the same examples but in much more interesting treatments.
November 6, 2021
Just listening her voice is uplifting. This is a great book on making products for customers, instead of trying to find customers for a product made in a vacuum. She has many wonderful examples of companies that did well for that customers and getting to beef up their bottom-lines in the process. I love her work, I attended her Story Skills Workshop last year and learned a lot about myself and telling stories. Wonderful book!
November 21, 2022
It's a book on product development. The main idea is listen to your customers. The examples are well-known (Airbnb, GoPro, Google) and often outdated. I'd say "Lean startup" is a fuller version of this book, and quite classic. If you read "Lean startup" or know anything about product management or startups, this book sadly doesn't add anything new/valuable.
October 12, 2015
In an age of power shifts, markets being disrupted, endless competition and so many broken systems around us- this book puts the finger on the one ingredient that makes all the difference-
The one that makes you stand out in 100 competitors.
The one you'll be successful with not only in two years time, but way further than a decade away.
The one that will help your business thrive (and transform, if needed) despite financial turmoil and uncertainty.
The one that won't let you lose your mind and get stuck even when you're way after your millionth user.
The one that will get you closer than ever to what matters to you: customers, users, clients, partners, presence, building a brand.
Baking meaning into any business can be tricky and extremely difficult. But in today's landscape its inevitable if we want to survive, flourish, not to mention build a better tomorrow. As a well known designer once put it-
"The question today is no longer what to build or how to build it. Building is the easy part.
The question is what are we meant to build together- with our users."
Aside from the marketing wisdom, stories, competition, sales tactics, case studies and secret sauces of success you'll find in this book- ask yourself this one question: "What were we meant to build together?"
This book is your compass for finding the answer.
The one that makes you stand out in 100 competitors.
The one you'll be successful with not only in two years time, but way further than a decade away.
The one that will help your business thrive (and transform, if needed) despite financial turmoil and uncertainty.
The one that won't let you lose your mind and get stuck even when you're way after your millionth user.
The one that will get you closer than ever to what matters to you: customers, users, clients, partners, presence, building a brand.
Baking meaning into any business can be tricky and extremely difficult. But in today's landscape its inevitable if we want to survive, flourish, not to mention build a better tomorrow. As a well known designer once put it-
"The question today is no longer what to build or how to build it. Building is the easy part.
The question is what are we meant to build together- with our users."
Aside from the marketing wisdom, stories, competition, sales tactics, case studies and secret sauces of success you'll find in this book- ask yourself this one question: "What were we meant to build together?"
This book is your compass for finding the answer.
November 22, 2015
An important reminder for entrepreneurs — or anyone who creates something
Meaningful is a quick read, with one key idea surrounded with just enough context to make it sink in: love your customers, then create for them somethings that will make them feel understood and valued. Something that answers their real problems or needs.
In all, even though the approach is different, this book reminded me a lot of Kathy Sierra's Badass: Making Users Awesome, another favorite from this year.
I'm definitely taking lessons from this book into my business planning for 2016 and onwards.
Meaningful is a quick read, with one key idea surrounded with just enough context to make it sink in: love your customers, then create for them somethings that will make them feel understood and valued. Something that answers their real problems or needs.
In all, even though the approach is different, this book reminded me a lot of Kathy Sierra's Badass: Making Users Awesome, another favorite from this year.
I'm definitely taking lessons from this book into my business planning for 2016 and onwards.
April 10, 2016
Great! and dare I say it, so full of meaning! Seriously though, if you're wondering whether your marketing is really working or not, or feel its not quite on pitch, then read (or listen) to this book as it will show you some new perspectives to consider and may likely get your marketing pitch perfect. I have the kindle boo but also got the audio and was listening to it on my run, and it was so engaging I didn't want to stop running, so not only was it great content, it helped clock up a few more k's - thats meaningful!
November 2, 2015
The deep stuff of marketing
Not another how-to marketing book. Some smart karate person once said something like "you need to learn how to 'be' before you can learn how to 'do'. This and her previous books all teach you how to be. Great price for invaluable content. Instead of a bunch of how-tos, she follows her own advice by telling stories and sharing deep insights. But she never thinks for you.
Not another how-to marketing book. Some smart karate person once said something like "you need to learn how to 'be' before you can learn how to 'do'. This and her previous books all teach you how to be. Great price for invaluable content. Instead of a bunch of how-tos, she follows her own advice by telling stories and sharing deep insights. But she never thinks for you.
November 15, 2015
The author points out that effective marketing results begin with a product that is designed to address acute customer pain points and that effective design starts with empathy. Her broader point is that customers want to be understood and helped to do the things they want to do. Successful marketing, therefore, starts with listening and becomes an open dialogue before it converts business. For me the book was too abstract to be prescriptive and too prescriptive to be abstracted.
November 2, 2015
"The best products and services in the world don't simply invite people to say 'this is awesome'; they remind people how great they themselves are."
This is my favourite quote on this book. It reminds me of thinking of the customer's story first before you innovate or create the products or services.
This is my favourite quote on this book. It reminds me of thinking of the customer's story first before you innovate or create the products or services.
January 17, 2016
Another great read from Bernadette!
Like all her previous books, this one is full of gems and great suggestions. If you're interested in marketing, branding and building a business, consider this a must read!
Like all her previous books, this one is full of gems and great suggestions. If you're interested in marketing, branding and building a business, consider this a must read!
September 23, 2022
My take on the book “Meaningful : The story of ideas that fly “
- Bernadette Jiwa
"Everything starts with a thought,"
It has always been remarkable ideas that have shaped human evolution. The person who implements the idea leaves a legacy.
Do you have a fantastic idea or a lofty aspiration that you're hiding?
I realise this is a difficult subject to answer, but "Meaningful" is the book that is stuffed with advice and methods for making your thoughts fly.
This is a nicely written book that blends viewpoints with examples of how to put your idea into practise. Throughout the entire book, the author speaks to us directly in a strong aggressive tone. She swiftly addresses the current readers as her muse, which speaks volumes about her credibility and confidence.
The book immediately captured my interest by presenting a highly relevant viewpoint on the optimum approach to succeed with your idea, which is to treat consumers as kings. Starting with "Apple," the author claims to be the king of a loyal consumer base. The first launch of Apple still being a milestone launch, I wouldn't beg to differ. "Before Apple"and" after Apple" will forever remain a time frame.
The author's brilliance sets Apple as the benchmark in the book and market and continues to give perceptions on how an idea should be worked and can leave a mark in the world. The book demonstrates how a customer story is significantly more significant than a product feature.
The author provides statistics on how effective businesses have provided individuals with the best answers to their routine, everyday difficulties that go unnoticed. At times, the book felt preachy, with a lot of opinions and abstract ideas flying around. However, we are held up by compelling evidence.
Bernadette Jiwa induces a strong sense of customer understanding and relationship. At the end of the day, humanity stands above technology, and that is where you need to make a difference.
- Bernadette Jiwa
"Everything starts with a thought,"
It has always been remarkable ideas that have shaped human evolution. The person who implements the idea leaves a legacy.
Do you have a fantastic idea or a lofty aspiration that you're hiding?
I realise this is a difficult subject to answer, but "Meaningful" is the book that is stuffed with advice and methods for making your thoughts fly.
This is a nicely written book that blends viewpoints with examples of how to put your idea into practise. Throughout the entire book, the author speaks to us directly in a strong aggressive tone. She swiftly addresses the current readers as her muse, which speaks volumes about her credibility and confidence.
The book immediately captured my interest by presenting a highly relevant viewpoint on the optimum approach to succeed with your idea, which is to treat consumers as kings. Starting with "Apple," the author claims to be the king of a loyal consumer base. The first launch of Apple still being a milestone launch, I wouldn't beg to differ. "Before Apple"and" after Apple" will forever remain a time frame.
The author's brilliance sets Apple as the benchmark in the book and market and continues to give perceptions on how an idea should be worked and can leave a mark in the world. The book demonstrates how a customer story is significantly more significant than a product feature.
The author provides statistics on how effective businesses have provided individuals with the best answers to their routine, everyday difficulties that go unnoticed. At times, the book felt preachy, with a lot of opinions and abstract ideas flying around. However, we are held up by compelling evidence.
Bernadette Jiwa induces a strong sense of customer understanding and relationship. At the end of the day, humanity stands above technology, and that is where you need to make a difference.
December 30, 2021
I picked up this book from "Best Product Management" blog posts. I did not find it super insightful. If you're coming from a (super) corporate oldschool background in marketing, product, or management, then you'll definitely find these ideas insightful and actionable. I found it to be common sense: TLDR: listen to your customer, be your customer, build things to solve their problems, and work on a feedback loop of understanding your customer and making them happy. From a marketing perspective, it's all about getting customers to want to champion your brand rather than convincing them they need something. This is a short book, you can probably get through it on a transatlantic flight. It took me 3 months and I totally sucked in an 800+ page audiobook in the meantime.
On the bright side, the book reads really well. I'd describe the prose as poetic and feels nice to read. There are lots of short bite-sized sections with one idea each, short chapters, lots of pictures.
If you're looking for some product marketing entertainment on a long flight, this is a good read, otherwise, for startup people, move on to something with a little more actionable substance.
On the bright side, the book reads really well. I'd describe the prose as poetic and feels nice to read. There are lots of short bite-sized sections with one idea each, short chapters, lots of pictures.
If you're looking for some product marketing entertainment on a long flight, this is a good read, otherwise, for startup people, move on to something with a little more actionable substance.
August 31, 2025
أهم مصدر للأفكار!
في عام 2022 قررت دخول مجال صناعة المحتوى، وفي الواقع لم اتعلمه بالقدر الكافي لأكون كاتبة، بل كُنت مُجرد هاوية تُساق إلى الهاوية بفعل الكثير من التجارب التي جعلتني أشعر بالفشل. حتى قررت تعلم المجال على يد خُبراء، وأصبحت أنتقيّ من اتلقى منهم المعلومات.
ولكن لم تنتهي العقبات!
ففي أحد المرات شعرت بفقر أفكار، وأن الكلمات تهرب مني، واقتنعت أن ذلك المجال لا يناسبني حتى قررت قراءة كتب عن صناعة الأفكار.
أذكر أنني كنت أمتلك هذا الكتاب منذ عامين، ولكن لم يتسنى لي الوقت في قرأته حتى استطعت..
في جميع مقالات الكتاب تُخبرك الكاتبة أن وراء كل فكرة عظيمة شخص آمن بأهمية الجمهور في تشكيلها سواء كانت منتج أو خدمة، فمعظم العلامات التجارية كانت تتحدث عن قصتهم وتصمم منتجات تناسب كل الجمهور في اعتقادهم دون النظر في أن الجمهور هو عبارة عن مجموعة من الشرائح، وتختلف كل شريحة منهم في احتياجاتهم، اهتماماتهم، أعمارهم، قناعاتهم، إلخ..
أما الآن، فأصبح من الضروري تقسيمهم والتعمق في دراستهم واحدة تلو الأخرى حتى نستطيع تقديم منتجات تُلبي احتياجاتهم وتحل مشاكلهم.
إذن أهم مصدر للأفكار هو الجمهور :)
كتاب مُنظم بأسلوب سلس مُناسب لأصحاب المشاريع والعلامات التجارية، ورواد الأعمال، إلى جانب الكُتاب المُبدعين أيّا كان تخصصهم.
في عام 2022 قررت دخول مجال صناعة المحتوى، وفي الواقع لم اتعلمه بالقدر الكافي لأكون كاتبة، بل كُنت مُجرد هاوية تُساق إلى الهاوية بفعل الكثير من التجارب التي جعلتني أشعر بالفشل. حتى قررت تعلم المجال على يد خُبراء، وأصبحت أنتقيّ من اتلقى منهم المعلومات.
ولكن لم تنتهي العقبات!
ففي أحد المرات شعرت بفقر أفكار، وأن الكلمات تهرب مني، واقتنعت أن ذلك المجال لا يناسبني حتى قررت قراءة كتب عن صناعة الأفكار.
أذكر أنني كنت أمتلك هذا الكتاب منذ عامين، ولكن لم يتسنى لي الوقت في قرأته حتى استطعت..
في جميع مقالات الكتاب تُخبرك الكاتبة أن وراء كل فكرة عظيمة شخص آمن بأهمية الجمهور في تشكيلها سواء كانت منتج أو خدمة، فمعظم العلامات التجارية كانت تتحدث عن قصتهم وتصمم منتجات تناسب كل الجمهور في اعتقادهم دون النظر في أن الجمهور هو عبارة عن مجموعة من الشرائح، وتختلف كل شريحة منهم في احتياجاتهم، اهتماماتهم، أعمارهم، قناعاتهم، إلخ..
أما الآن، فأصبح من الضروري تقسيمهم والتعمق في دراستهم واحدة تلو الأخرى حتى نستطيع تقديم منتجات تُلبي احتياجاتهم وتحل مشاكلهم.
إذن أهم مصدر للأفكار هو الجمهور :)
كتاب مُنظم بأسلوب سلس مُناسب لأصحاب المشاريع والعلامات التجارية، ورواد الأعمال، إلى جانب الكُتاب المُبدعين أيّا كان تخصصهم.
November 14, 2018
When we help people to be who they want to be, we are doing our best, most meaningful work.
This excellent book explains how the most successful ideas deliver value for the people they are designed to serve. When you give people something they love and you clearly demonstrate that you care, it gives you unparalleled competitive advantage and your ideas will fly.
It means building your business around the principles of 'purpose', 'individuality', 'sustainability', 'provenance' and 'ethics' where you always start with your customers in order to develop products and services especially for them.
Bernadette calls this need for greater awareness and connectivity the 'Relevance Revolution'. It means creating a new kind of story, one that tells people about the difference you can make in their lives.
You can create your own 'Story Strategy' using Bernadette's brilliant blueprint. Start with your customers, see your idea through their eyes, and take them on a journey to a place where they can feel they belong.
[First read in March 2016]
This excellent book explains how the most successful ideas deliver value for the people they are designed to serve. When you give people something they love and you clearly demonstrate that you care, it gives you unparalleled competitive advantage and your ideas will fly.
It means building your business around the principles of 'purpose', 'individuality', 'sustainability', 'provenance' and 'ethics' where you always start with your customers in order to develop products and services especially for them.
Bernadette calls this need for greater awareness and connectivity the 'Relevance Revolution'. It means creating a new kind of story, one that tells people about the difference you can make in their lives.
You can create your own 'Story Strategy' using Bernadette's brilliant blueprint. Start with your customers, see your idea through their eyes, and take them on a journey to a place where they can feel they belong.
[First read in March 2016]
February 19, 2024
I can summarize the bookby quoting this:
Old rules of brand awareness:
1. Make something for everyone.
2. Tell our story.
3. Attract customers.
4. Build brand awareness.
The brands that succeed today have flipped things around.
New rules of brand awareness:
1. Understand the customers' story.
2. Make something they want.
3. Give them a story to tell.
4. Create brand affinity.
The author of the book (Meaningful), Bernadette Jiwa's focuses on creating "Meaningful" connections and understanding the deeper desires and needs of the end-users for one's product/service/solution is a crucial reminder of the essence of true success in today's world. It's a compelling approach that suggests success and fulfillment comes from resonating deeply with others, rather than just offering a product or service for the masses.
Old rules of brand awareness:
1. Make something for everyone.
2. Tell our story.
3. Attract customers.
4. Build brand awareness.
The brands that succeed today have flipped things around.
New rules of brand awareness:
1. Understand the customers' story.
2. Make something they want.
3. Give them a story to tell.
4. Create brand affinity.
The author of the book (Meaningful), Bernadette Jiwa's focuses on creating "Meaningful" connections and understanding the deeper desires and needs of the end-users for one's product/service/solution is a crucial reminder of the essence of true success in today's world. It's a compelling approach that suggests success and fulfillment comes from resonating deeply with others, rather than just offering a product or service for the masses.
July 6, 2017
The author unfortunately had not followed own findings, while delivering the content of this book.
The idea of the book is good, but the subsections are too small. The book jumps right after 2 pages to the next topic without linking the subsections building on the premise that the reader is by now aware that you "ought to start with the customer".
Less subtopics with a more coherent story around the development of customer-personalized market.
The book gives an impression of being an aggregation of different articles with 100 bullet points about "how to understand the customers of today".
Nevertheless, the repetition of those topics is quite valuable for knowledge reinforcement.
The idea of the book is good, but the subsections are too small. The book jumps right after 2 pages to the next topic without linking the subsections building on the premise that the reader is by now aware that you "ought to start with the customer".
Less subtopics with a more coherent story around the development of customer-personalized market.
The book gives an impression of being an aggregation of different articles with 100 bullet points about "how to understand the customers of today".
Nevertheless, the repetition of those topics is quite valuable for knowledge reinforcement.
August 19, 2021
Stay relevant to your customers by understanding what your customers want. Track their behavior and request feedback on what they experienced. Produce successful products by walking in your customers shoes. Have empathy on what your customers are facing. Customers don't just buy a commodity they buy a value system. Customers want a brand that will commit to them. Innovation means solving life's hidden problems. Understand your customer's perspective and create a story that resonates with that. Communicate with your customers everyday and understand their needs.
February 14, 2023
Like all of Bernadette’s books, she distills the complex topic of coming up with great ideas by sharing stories and iterating the fact that we need to start by really understanding the needs of the customer who our solutions are being designed for in order for ideation to be successful.
That might mean listening better, or spending time observing them while they experience the problems that we’re trying to solve for.
That might mean listening better, or spending time observing them while they experience the problems that we’re trying to solve for.
September 18, 2017
Give this book to someone who doesn't get it (yet).
This book is a good fit for someone who doesn't yet get what all the fuss is about. If you know someone who is still set in the mode of building something and then setting out to persuade people to become customers, this book might succeed in illustrating the benefits of asking customers first.
This book is a good fit for someone who doesn't yet get what all the fuss is about. If you know someone who is still set in the mode of building something and then setting out to persuade people to become customers, this book might succeed in illustrating the benefits of asking customers first.
May 17, 2020
Short but well written so you can grasp all the golden nuggets within. Bernadette Jiwa knows what it takes to establish a successful new concept and how to take it to the max. Anyone struggling to figure out how to become an entrepreneur or having issues with their current business model should read this.
December 8, 2016
Nothing unique or insightful
The entire book is a collection of warm and fuzzy headlines from various business stories, cherry picking the meaning of each to fit an overall weak Point and narrative.
The entire book is a collection of warm and fuzzy headlines from various business stories, cherry picking the meaning of each to fit an overall weak Point and narrative.
February 8, 2017
Short and sweet, fast to read insights and business reminders.
Short and sweet, fast to read insights and business reminders. Recommended for everyone doing a new company, product or service.
Short and sweet, fast to read insights and business reminders. Recommended for everyone doing a new company, product or service.
January 26, 2020
quick read.
some false information about the etymology of the word barbarian.
take lyft as an example instead of uber, weird...
otherwise really great things worth repeating over and over.
loved several passages.
some false information about the etymology of the word barbarian.
take lyft as an example instead of uber, weird...
otherwise really great things worth repeating over and over.
loved several passages.
February 18, 2020
Audiobook narrated be the author.
This book is great reminder of the importance of our customers. In my case this would be students, and as relevant. It outlines great brand and design stories to remind us to think about meaningfulness for them and not for us. Easy read and enjoyable.
This book is great reminder of the importance of our customers. In my case this would be students, and as relevant. It outlines great brand and design stories to remind us to think about meaningfulness for them and not for us. Easy read and enjoyable.
May 2, 2020
While the book is highly relatable, it is broken in flow , as bernadette probably tried to fit in a lot more in every chapter. Can relate to this kind of writing so did not mind it. But you will have to pull out take aways from this one as it's more like a compendium of insights vs. a theme based book. Nonetheless, a lot of interesting insights so dont miss it !
May 12, 2020
Un libro muy práctico, ligero y al grano que nos presenta un nuevo framework centrándose en hacer productos significativos y memorables. Una gran introducción para el diseño de productos en general por la manera en la que se puede digerir la información. Súper recomendado.
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