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Story Driven: You don't need to compete when you know who you are
"When you have something to say, you don't need to shout. Bernadette Jiwa helps us learn how to create the change we seek to make in the world." —SETH GODIN Every one of us—regardless of where we were born, how we were brought up, how many setbacks we’ve endured or privileges we’ve been afforded—has been conditioned to compete to win. Ironically, the people who create fulfilling lives and careers—the ones we respect, admire and try to emulate—choose an alternative path to success. They have a powerful sense of identity. They don’t worry about differentiating themselves from the competition or obsess about telling the right story. They tell the real story instead. Successful organisations and the people who create, build and lead them don’t feel the need to compete, because they know who they are and they’re not afraid to show us. How about you? What do you stand for? Where are you headed and why? What’s been the making of you? What will make your career or company great? You must be able to answer these questions if you want to build a great company, thriving entrepreneurial venture or fulfilling career. Whether you’re an individual or you’re representing an organisation or a movement, a city or a country, Story Driven gives you a framework to help you consistently articulate, live and lead with your story. This book is about 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.
196 pages, Kindle Edition
Published February 27, 2018
About the author
Bernadette Jiwa
18 books224 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 52 reviews
April 14, 2018
I found this book helpful, inspiring and at once simple and profound. I recommend highly. I underlined many portions.
From page 13, one of my favorite excerpts.
“Great companies have something in common: they don’t try to matter by winning. They win by mattering. The people who build them know what they stand for and act on those beliefs. What they think, say and do are always in alignment. Their story is consistent. Great companies rise to our expectations by being who they said they would be.”
From page 13, one of my favorite excerpts.
“Great companies have something in common: they don’t try to matter by winning. They win by mattering. The people who build them know what they stand for and act on those beliefs. What they think, say and do are always in alignment. Their story is consistent. Great companies rise to our expectations by being who they said they would be.”
March 11, 2018
Can you put your finger on what it is that will make your business successful? What will enable it to thrive, outlive the hype, stand out and pave a clear path through the distraction around us? Do you know what will grow it out of 'survival' mode into a business that flourishes and leads for years to come?
In a day and age of outsourcing, manufacturing abroad, easy digital scale, competition, clutter, and noise- Your vision, your team, your partners and even your business goals may all change over time.
But what's your North Star? What is it that guides your path and will amaze you in retrospect? What will stay with you throughout the turmoil and difficult decisions on the way? And what will you care for when you need to sacrifice, pivot or lead a new direction together with your team?
It's you and your story.
This book is another work of art by Bernadette Jiwa, as it reveals, clarifies and weaves the sometimes invisible threads that connect business and story, value and profit, identity, work, and heart. The ideas, examples, business cases and offered method are conveyed in a clear way- presenting examples to learn from and to be inspired by.
This book is also a sincere invitation with a clear and guiding framework- One that will help you (and your partners/ staff/ team) do the work of realizing your story, crafting it and putting it out there as a compass for your business- and also as a unique gift from you to the world.
I highly recommend this book for anyone starting a business in this day and age, as well as those standing at a crossroads leading change in their business.
In a day and age of outsourcing, manufacturing abroad, easy digital scale, competition, clutter, and noise- Your vision, your team, your partners and even your business goals may all change over time.
But what's your North Star? What is it that guides your path and will amaze you in retrospect? What will stay with you throughout the turmoil and difficult decisions on the way? And what will you care for when you need to sacrifice, pivot or lead a new direction together with your team?
It's you and your story.
This book is another work of art by Bernadette Jiwa, as it reveals, clarifies and weaves the sometimes invisible threads that connect business and story, value and profit, identity, work, and heart. The ideas, examples, business cases and offered method are conveyed in a clear way- presenting examples to learn from and to be inspired by.
This book is also a sincere invitation with a clear and guiding framework- One that will help you (and your partners/ staff/ team) do the work of realizing your story, crafting it and putting it out there as a compass for your business- and also as a unique gift from you to the world.
I highly recommend this book for anyone starting a business in this day and age, as well as those standing at a crossroads leading change in their business.
October 25, 2020
Some good information. Some good resources. The concept is good. But the book seems to be founded on some political and economic ideologies that contradict a lot of the material in the book itself. It's a fast read and definitely has some good thoughts, but beyond the useful instructional content of the story-driven framework it's a lot of political and economic opinion.
August 3, 2020
This is an easy read, with concepts being familiar to you if you have done any content marketing. I enjoyed the case studies included (although there didn’t need to be so many in my view) and including the framework has given me something practical that I can apply.
May 8, 2020
"History, heritage, and hindsight are powerful teachers."
This book is mainly for businesses, but writers and others will also find it fascinating and useful. The author uses stories of companies as examples, including how Wikipedia got its start, the thinking and values behind Tesla, IKEA, Same Day Dental, even the Michelin Group.
She also has the reader sort through their own backstory as to begin contemplating how you became who you are, who you'd like to inspire, etc.
It includes a whole list of resources at the back.
This book is mainly for businesses, but writers and others will also find it fascinating and useful. The author uses stories of companies as examples, including how Wikipedia got its start, the thinking and values behind Tesla, IKEA, Same Day Dental, even the Michelin Group.
She also has the reader sort through their own backstory as to begin contemplating how you became who you are, who you'd like to inspire, etc.
It includes a whole list of resources at the back.
July 15, 2019
Bernadette looks to be an extremely successful marketer so while I will not argue the value of the content in the book, it is cookie-cutter and formulaic and repackaged as a novel concept. You can scan through any 20-minute read on Medium and be provided the same advice. Or pay Accenture, Booze Allen Hamilton, or another enormous consulting firm a ton of money to receive the same staid advice. 'Be true to yourself.' 'Articulate your identity - stand out from your peers.' 'Put personal story before profits.' Yawn. I'm stunned Seth Godin recommended this book.
August 14, 2018
A go-to resource for brand development
I have referenced concepts and ideas from this book multiple times since I began reading it. I will be using the framework of a story driven brand with my own business as well as incorporating it into the work I do with clients. If you are looking at the brand or culture of your business, this book is a must read.
I have referenced concepts and ideas from this book multiple times since I began reading it. I will be using the framework of a story driven brand with my own business as well as incorporating it into the work I do with clients. If you are looking at the brand or culture of your business, this book is a must read.
June 11, 2018
Another wonderful book by Bernadette which advocates an alternative path to success. Rather than trying to beat the competition there is another, better way. This is to establish a powerful sense of 'identity' where you tell your real story - the story that gets to the heart of what makes you and the work you do so unique and valuable.
I love the idea of creating a 'business philosophy' that shapes both your internal and external narratives to authentically amplify the best of you and the beneficial difference you want to make. This provides the opportunity to bring together everything you believe in, your journey so far, what you have learned, where you are heading, your vision for your career or business, and the future you want to realise and will be proud to create.
Bernadette identifies a powerful shift towards a new 'Meaning Economy' demonstrated by G-Corp companies that offer integrity and transparency at the highest level. We have reached a point where we want to feel proud of the work we do and feel a sense of fulfilment that not only delights our customers but also supports the building of a better tomorrow.
This brings the importance of telling our story to a new level so that it becomes more than just a communication tool. We must see our narrative as part of our strategy where we get clear on our purpose and what makes us different in order to create affinity with customers. When others are able to identify with our values they become champions of our vision and purpose, working with us to achieve common goals.
I highly recommend working through Bernadette's 'story-driven framework'. It will not only help you to articulate your true purpose but also to work faithfully towards your vision. There are lots of great examples to demonstrate how this model can be applied, resulting in greater engagement, happiness and productivity for everyone involved.
There is of course a wider message and a call to those who care. If we forsake our humanity and identity, we will never feel we have achieved our real potential, but if we do everything we can to deliberately create days that we are truly proud of, our collective prosperity will thrive.
And as Bernadette rightly says, it will be the making of us all.
I love the idea of creating a 'business philosophy' that shapes both your internal and external narratives to authentically amplify the best of you and the beneficial difference you want to make. This provides the opportunity to bring together everything you believe in, your journey so far, what you have learned, where you are heading, your vision for your career or business, and the future you want to realise and will be proud to create.
Bernadette identifies a powerful shift towards a new 'Meaning Economy' demonstrated by G-Corp companies that offer integrity and transparency at the highest level. We have reached a point where we want to feel proud of the work we do and feel a sense of fulfilment that not only delights our customers but also supports the building of a better tomorrow.
This brings the importance of telling our story to a new level so that it becomes more than just a communication tool. We must see our narrative as part of our strategy where we get clear on our purpose and what makes us different in order to create affinity with customers. When others are able to identify with our values they become champions of our vision and purpose, working with us to achieve common goals.
I highly recommend working through Bernadette's 'story-driven framework'. It will not only help you to articulate your true purpose but also to work faithfully towards your vision. There are lots of great examples to demonstrate how this model can be applied, resulting in greater engagement, happiness and productivity for everyone involved.
There is of course a wider message and a call to those who care. If we forsake our humanity and identity, we will never feel we have achieved our real potential, but if we do everything we can to deliberately create days that we are truly proud of, our collective prosperity will thrive.
And as Bernadette rightly says, it will be the making of us all.
November 10, 2020
I love businesses that have a purpose and a vision, and they live it, breathe it. Plus, I think this is a beneficial exercise to take a step back and look at your own business and remember why you started it.
What type of business do you have, competitive or story-driven?
What’s your business’s purpose, the reason it exists, and your vision, your aspiration for the future?
When you nail these down and live them, the magic starts to happen in your business.
These are all questions from Bernadette's book, and she also has so many more. If you are an entrepreneur and really want to get at the heart of your business to create more success... You have to read this book! When your business is based on your mission, vision, and purpose, it will soar. To specifically get at the core - she gives you tons of terrific business examples. And she gives you her story-driven strategy in the last section of the book.
If you've read Donald Miller's book - "Building a Story Brand," you have to pick up a copy of Bernadette's book. I really believe she's got the pulse of the future of businesses when it comes to story.
For more - check out my blog where I reviewed her book - https://booksyougottaread.com/2020/08...
What type of business do you have, competitive or story-driven?
What’s your business’s purpose, the reason it exists, and your vision, your aspiration for the future?
When you nail these down and live them, the magic starts to happen in your business.
These are all questions from Bernadette's book, and she also has so many more. If you are an entrepreneur and really want to get at the heart of your business to create more success... You have to read this book! When your business is based on your mission, vision, and purpose, it will soar. To specifically get at the core - she gives you tons of terrific business examples. And she gives you her story-driven strategy in the last section of the book.
If you've read Donald Miller's book - "Building a Story Brand," you have to pick up a copy of Bernadette's book. I really believe she's got the pulse of the future of businesses when it comes to story.
For more - check out my blog where I reviewed her book - https://booksyougottaread.com/2020/08...
May 2, 2018
On the recommendation of Seth Godin, I picked this up, however, it wasn’t quite what I expected.
It’s a marketing book, but not quite a how-to guide. Rather, Jiwa clearly articulates the need to tell your (or your business’) story as the core of what you do.
There were a few gems to walk away with, especially in the first part of the book. My favourite is your marketing should be an amplification of your story, not a manipulation of it.
When you revolve your business around your story, the marketing stands on its own. One example is Steve Jobs demanding the circuit boards in Apple’s devices look good and have symmetry even though nobody would ever see them.
The second part of the book spends its time analyzing many different businesses and their stories. While it was nice to see a variety, my eyes were glazing over pouring through all of them.
Overall, some solid takeaways and a refreshing discourse to hear rather than the glut of business books that focus your attention to one particular strategy and tactic.
It’s a marketing book, but not quite a how-to guide. Rather, Jiwa clearly articulates the need to tell your (or your business’) story as the core of what you do.
There were a few gems to walk away with, especially in the first part of the book. My favourite is your marketing should be an amplification of your story, not a manipulation of it.
When you revolve your business around your story, the marketing stands on its own. One example is Steve Jobs demanding the circuit boards in Apple’s devices look good and have symmetry even though nobody would ever see them.
The second part of the book spends its time analyzing many different businesses and their stories. While it was nice to see a variety, my eyes were glazing over pouring through all of them.
Overall, some solid takeaways and a refreshing discourse to hear rather than the glut of business books that focus your attention to one particular strategy and tactic.
August 1, 2018
A straightforward clear book arguing that business doesn't have to be a cutthroat appeal to money and is instead far better driven by the story of human beings. Jiwa outlines her theory and then offers real life examples of businesses that follow their personal stories -- including backstory, history and values -- to create growing and lucrative businesses in an authentic way.
I had the opportunity soon after reading the book to be part of an online book club she joined. Someone asked her what to do when you run into people -- be that potential customers, co-workers or bosses -- who don't share your vision and story. "How much time do you want to spend trying to convince people of things they don't believe?" I thought that summed it up perfectly.
I had the opportunity soon after reading the book to be part of an online book club she joined. Someone asked her what to do when you run into people -- be that potential customers, co-workers or bosses -- who don't share your vision and story. "How much time do you want to spend trying to convince people of things they don't believe?" I thought that summed it up perfectly.
September 24, 2018
Worth a speed read
While I loved the premise and underlying message of this book - to connect with who you are and what matters most and to be driven by your story - I was slightly disappointed to discover that this was purely focused on business owners. As a business owner myself I did find the book was relevant, but I was disappointed not to see the subject of being Story Driven applied and explored in a more personal context - e.g. how does an employee become story driven as an individual, and the interplay between an employees story and an organisation/employer’s one. A little repetitive for me, and rather too much emphasis on corporate case studies, but I did gain some great insights from the opening chapters.
While I loved the premise and underlying message of this book - to connect with who you are and what matters most and to be driven by your story - I was slightly disappointed to discover that this was purely focused on business owners. As a business owner myself I did find the book was relevant, but I was disappointed not to see the subject of being Story Driven applied and explored in a more personal context - e.g. how does an employee become story driven as an individual, and the interplay between an employees story and an organisation/employer’s one. A little repetitive for me, and rather too much emphasis on corporate case studies, but I did gain some great insights from the opening chapters.
June 14, 2020
Very insightful on personal & professional topics.
As I recently completed re-reading Seth Godin's "What to do when it's your turn", I looked up Bernadette Jiwa, and was so glad that I did, quite timely indeed as I found myself reflecting on my own path as an individual and working professional.
There is plenty in this book that shows how stories are becoming absolutely critical in shaping a company / product or service. Plenty of of case studies for reference.
The framework is also quite useful.
The takeaway for me was more personal around life/work planning which resonated on so many levels, often reaffirming my own thinking (I'm on the right path, I'm not crazy afterall).
Highly recommended.
As I recently completed re-reading Seth Godin's "What to do when it's your turn", I looked up Bernadette Jiwa, and was so glad that I did, quite timely indeed as I found myself reflecting on my own path as an individual and working professional.
There is plenty in this book that shows how stories are becoming absolutely critical in shaping a company / product or service. Plenty of of case studies for reference.
The framework is also quite useful.
The takeaway for me was more personal around life/work planning which resonated on so many levels, often reaffirming my own thinking (I'm on the right path, I'm not crazy afterall).
Highly recommended.
June 23, 2018
Rewriting The Story To Create The Future!
This book is outstanding and warrants the writing of a review. I did a great deal of highlighting while reading this book and tweeting. Bernadette does an outstanding job of guiding us through how to differentiate ourselves, our brands, and our organizations by telling the right story. In order to do this she teaches us in the reading how to know who we are, what we stand for, where we are headed, and what has made us personally, our brand, and our organization. Most importantly, she teaches us why this story is important to be told. She posits we need to forget about competition and focus on what makes us and our work unique and valuable. It was great to be reminded that we, and those we serve, are identified by what we do. Our story needs to be one of significance and not just success. Anyone who wants to be grounded, intentional, and deliberate in the creation of the future he or she wants the world to realize needs to read this book.
~Dr. Byron L. Ernest
This book is outstanding and warrants the writing of a review. I did a great deal of highlighting while reading this book and tweeting. Bernadette does an outstanding job of guiding us through how to differentiate ourselves, our brands, and our organizations by telling the right story. In order to do this she teaches us in the reading how to know who we are, what we stand for, where we are headed, and what has made us personally, our brand, and our organization. Most importantly, she teaches us why this story is important to be told. She posits we need to forget about competition and focus on what makes us and our work unique and valuable. It was great to be reminded that we, and those we serve, are identified by what we do. Our story needs to be one of significance and not just success. Anyone who wants to be grounded, intentional, and deliberate in the creation of the future he or she wants the world to realize needs to read this book.
~Dr. Byron L. Ernest
April 11, 2024
It's a pretty simple idea: get your (business's) values, mission clear and tell your story in a way that is authentic to you. There are a lot of case studies, maybe too many. That's pretty much the whole book.
The thing that really stuck out with this was, as it's a few years old now, how much Elon Musk is held up as a great example of an absolute world-changing genius boy. Of course we (or anyone still using Twitter or X as he renamed it) now know, he is The World's Most Divorced Man, doing a lot of ket and who will cry when people don't think he's fucking Lord of Memes.
It might be time for an updated edition!
The thing that really stuck out with this was, as it's a few years old now, how much Elon Musk is held up as a great example of an absolute world-changing genius boy. Of course we (or anyone still using Twitter or X as he renamed it) now know, he is The World's Most Divorced Man, doing a lot of ket and who will cry when people don't think he's fucking Lord of Memes.
It might be time for an updated edition!
December 19, 2018
Good read
Good ideas and questions at the back section to help business brainstorm ideas. For people without a business, this book can still be used to gain clarity on personal life’s directions and growth. Became a little dull when I got to the part where the author shares examples of other businesses, there were too many examples. However I know it can be helpful to gain different perspectives from these businesses and their model and make it applicable to our own business. Since I don’t own a business, I was less interested in that part of the book.
Good ideas and questions at the back section to help business brainstorm ideas. For people without a business, this book can still be used to gain clarity on personal life’s directions and growth. Became a little dull when I got to the part where the author shares examples of other businesses, there were too many examples. However I know it can be helpful to gain different perspectives from these businesses and their model and make it applicable to our own business. Since I don’t own a business, I was less interested in that part of the book.
April 20, 2018
Fast and very insightful read.
She writes about being story driven by storytelling. The story about her brother and about moments like this one as well as “good, happy” moments change our perspective on life was what resonated the most for me because like her this is so true in my life as well and has definitely been the ignition for this self exploratory journey I have been on in the last two years. Thank you for sharing your wisdom and nuggets with the world.
She writes about being story driven by storytelling. The story about her brother and about moments like this one as well as “good, happy” moments change our perspective on life was what resonated the most for me because like her this is so true in my life as well and has definitely been the ignition for this self exploratory journey I have been on in the last two years. Thank you for sharing your wisdom and nuggets with the world.
May 7, 2018
I’ve often wondered why so many companies start to suck after the founder has left or passed away. I now know that it’s because they have transitioned from being a story-driven company to a competition-driven company. I also learned that being story-driven isn’t just a good business model, it’s a good model for your personal life as well.
October 25, 2018
At this time I am thinking the actual massage behind Chimamand Ngozi Adichie most popular TED talk "The danger of of a single story" is that we all have our own unique story and we need to tell it. Jiwa's take that the most successful people and business are not driven by competition but a story may not be entirely whole but is relevant and part to a powerful story.
January 8, 2019
This book would have been better as a long form blog post. It would be an incredible blog post. There was nothing substantial in this, that it had to be stretched out to a book, lots of repetition. Great ideas and valuable for someone new to marketing. Not worth investing hours into reading though.
October 9, 2019
Nagyszerű könyv: rövid, érthető, szuper példákkal. A Jiwa által javasolt Backstory-Values-Purpose-Vision-Strategy szerkezet jól összeilleszthető az általa eddig használt Vision-Mission-Objectives-Strategies-Action Plans (VMOSA) szerkezettel. El is kezdtem átfogalmazni a saját (és a cégünk) narratíváját, és azoknál a cégeknél is használni fogom a módszert, amelyeknek tanácsokat adok.
January 31, 2021
Great book
This was an awesome book and recommend it to anyone that needs to look at what their business stands for or is going to stand for! Great points with awesome examples of how a vision and story can make your brand so much better! Thank you for writing this and really recommend!
This was an awesome book and recommend it to anyone that needs to look at what their business stands for or is going to stand for! Great points with awesome examples of how a vision and story can make your brand so much better! Thank you for writing this and really recommend!
February 23, 2022
The principles here are good and I loved the insights shared in the introduction. I also liked her set of questions to get at your own backstory, values, purpose, vision, and strategy. The case stories of applying those concepts to one company after another were repetitive, but overall, the book is worth the quick read.
January 6, 2024
I used the framework she captures in the book with the help of her description, questions to ask lists and real life examples. And they were all super helpful however none of them were really special or insightful that you can't find them online.
Majority of the book is also dedicated to examples from companies. Of course having examples is great however I didn't want to read all of them.
Majority of the book is also dedicated to examples from companies. Of course having examples is great however I didn't want to read all of them.
April 9, 2018
Stories clearly move things
For hundreds of years stories have driven the agenda and success (and failure) of both people and organisations. In today’s VUCA world it’s even more important to use stories to communicate more clearly and emotionally and thus drive things.
For hundreds of years stories have driven the agenda and success (and failure) of both people and organisations. In today’s VUCA world it’s even more important to use stories to communicate more clearly and emotionally and thus drive things.
May 25, 2018
Story Driven is a book that is supposed to help us build our story and be authentic with our customers about where we are at and what we stand for. The book gets rolling well as it dives into convincing us that being authentic is what is needed to stand out. That we should not focus on competition, but on being a brand that is driven by our story.
It has what looks like a good framework to build our story and take it into action in our business.
Bernadette Jiwa just never brings it home for me. The questions she asks to help you build your story at pretty generic for a book that's about your purpose/story/why. I've heard them or read them lots of times. Then she doesn't do a great job at a step by step work through of how to take the answers to your questions and build them in to your story so that you can leave the book with a new way to frame everything you do.
If the book was brought home well, then it would be good. Instead it's lacking and while inspirational, not something I can recommend without a strong caveat that you're going to finish it wondering what next instead of having a clear plan.
For more book deep dives, subscribe to Should I Read It: https://curtismchale.ca/podcasts
It has what looks like a good framework to build our story and take it into action in our business.
Bernadette Jiwa just never brings it home for me. The questions she asks to help you build your story at pretty generic for a book that's about your purpose/story/why. I've heard them or read them lots of times. Then she doesn't do a great job at a step by step work through of how to take the answers to your questions and build them in to your story so that you can leave the book with a new way to frame everything you do.
If the book was brought home well, then it would be good. Instead it's lacking and while inspirational, not something I can recommend without a strong caveat that you're going to finish it wondering what next instead of having a clear plan.
For more book deep dives, subscribe to Should I Read It: https://curtismchale.ca/podcasts
December 1, 2018
I should have read the blurb more carefully, I thought this was a psychology book, but it was a book on management and product development, so I got nothing out of it. I tried to struggle through, but it just isn't the sort of thing I'm interested in.
January 3, 2019
I skim-read this because it seemed repetitive. There are good case studies about large corporations, but it failed to bring relevance to small business for me. I was hoping the framework would be more relatable too.
August 12, 2019
Good but not Great
The book stated good with soma to the point conclusions but It lost me near the end. I recommend this book to People who are not there at building culture with stories
The book stated good with soma to the point conclusions but It lost me near the end. I recommend this book to People who are not there at building culture with stories
September 10, 2019
Expected more.
While well-researched, I felt this book was lacking in substance. I want more about the specifics behind a brand what compels people to buy, how stories work, etc. Good case studies though!
While well-researched, I felt this book was lacking in substance. I want more about the specifics behind a brand what compels people to buy, how stories work, etc. Good case studies though!
Displaying 1 - 30 of 52 reviews