Intuiția. Cum să-ți transformi instinctele de zi cu zi în idei revoluționare

by Bernadette Jiwa

De unde se va ivi următoarea ta idee extraordinară? Din analiza fluxului de date brute? Dintr-o sesiune de brainstorming corporatist? Dintr-un focus grup cu clienții? Sau poate de undeva mai de aproape?

Oamenii de succes nu așteaptă dovezi că ideea lor va merge. Au încredere în instinctul lor și trec la treabă. În Intuiția, Bernadette Jiwa îți arată cum să controlezi puterea intuiției proprii ca să recunoști oportunitățile pe care alții le ratează și ca să vii cu acea idee extraordinară pe care o așteaptă lumea. Cartea explorează intuițiile pline de inspirație ale altora, de la cea care a dus la lansarea renumitului brand GoldieBlox la alta care l-a ajutat pe un doctor să reducă rata mortalității infantile la nivel global.

Plină de povești de succes, exerciții de introspecție și sugestii de luat notițe, Intuiția este ghidul indispensabil, care te va ajuta să îți dezvolți potențialul unic și să îți descoperi ideile câștigătoare.

Genres: Business, Nonfiction, Audiobook, Self Help, Entrepreneurship, Psychology, Productivity

208 pages, Paperback

Published January 1, 2018

About the author

Bernadette 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.

Reviews

[Bob Mcinnis · Rating 5 out of 5]

Once again Bernadette Jiwa's research and reflection have created a readable and actionable piece. Her thesis that we learn from and add to the array of non-rational data and information. Hunch convinced me that in many cases my best 'guess' is at least as viable and possible as tomes of academic blustering.

[Gabrielle · Rating 3 out of 5]

i will never tire of discussions of why big data and a focus on analytics won't solve the problems of the world.

and so this was entertaining enough. and it had some insights like how people lie. Literally. They say they use their sofa for sitting on and entertaining. but hello just like you, when observed rather than surveyed, it becomes apparent that people lie on their sofa. i mean, duh.

somewhat interesting but nothing particularly new is my overall review of this.

[Sean OConnor · Rating 5 out of 5]

In her new book, Hunch, @bernadettejiwa explores this distinction and how to hone your insight and foresight to find opportunities to execute on.

She digs into curiosity and what drives us to notice problems and create solutions. It's amazing what happens when you pay attention to what most people overlook.

As the pace of innovation increases the economy is rewarding those individuals with a hunch to solve problems in new ways (or to solve the new problems in society). Are you preparing yourself?
Bernadette combines great stories and exercises to help you level up and get better at seeing opportunities.

[Monis Shakeel · Rating 3 out of 5]

I found the first half of the book not to be cohesive. It was talking about a lot of things jumbled in together and I could not find what the central theme was. However, I enjoyed the second half and the stories about the different ideas that have changed the world as we know it or at least made a difference.
The central message is as follows:
1. Find a problem. (Or an opportunity to realize)
2. Look for answers. Challenge assumptions, research.
3. Find solutions.
4. Execute and test.
It has a lot of case studies about people who challenged the conventional way of doing things and I found that interesting.
Overall, it was a pleasant read by the end.

[Bogdan Kizka · Rating 1 out of 5]

Set of success stories of other people with some comments of the author.
This book was intended to be inspirational to people.

Unfortunately to me I didn't read it but listened to this book in audio format.
The voice of the narrator was like she was about to die or she lost very close person recently or like she was under a bunch of sedatives.

This audiobook was one of the most discouraging and not-inspiring experiences to me about audiobooks.
This is the classic example of good intentions and failed performance.

[George Bragadireanu · Rating 5 out of 5]

Bernadette Jiwa's new book Hunch is great. I am honoured to having been chosen as the Romanian translator for it, just finnished it. It deals solely with the upper-left quadrant of my integral definition of innovation.

[Kamalika · Rating 4 out of 5]

I liked the case studies she has included. Although sometimes it felt more like a correlation rather than causation. But overall a good read had some good examples. Quite a light read too.

[Lino Matteo · Rating 5 out of 5]

Hunch: Review and Thoughts
Hunch by Bernadette Jiwa, 2017

Turn your everyday insights into the next big thing ~ Bernadette Jiwa
Rolling a 7 with one die is not likely. Rolling a 7 with one die when you roll twice is much more likely. Why? Is that a Hunch? Perhaps but it is more likely experience and understanding of the likely outcomes. Rolling a 7 on the next two rolls of a signal die is can therefore be considered a Hunch. By someone who understands the game, understands the numbers and is looking for a likely outcome.
That is not Bernadette’s story. She is much better at it! Renowned marketer Seth Godin called Bernadette Jiwa, the doyenne of storytelling. And “storytelling” is important asset and talent – it is how culture is passed down, it is how culture is developed, and it has a profound influence in shaping who we are as individuals and as a people. Wrote more about this talent at https://wordpress.com/post/linomatteo...

Ms. Jiwa started strong, got stronger and has some profound insights in the small but powerful book. The cases were not for me, but maybe I should take a second look, as generally I am a fan of cases.

Ms. Jiwa explains why “entrepreneur” has become the sexiest job description in the world. We all secretly want to be the exception and not just another ‘normal’ person. The book gives some keen insights on how to wisely play our hunches.
“What we call genius is typically the result of years of passion and dedication and not something that flows naturally from a gift. Mozart, Edison, Curies, Darwin and Cezanne were not simply born with talent; they cultivated it through tremendous and sustained effort.” ~ Carol Dweck, psychologist.

Ideas and hunches are not random. We can cultivate, harvest and seed them for future use. Being virtual assets we can do it all at the same time. The author even gives us some steps on how to evaluate and improve them:

1. Focus: prioritize undistracted thinking time
2. Notice: Practice paying attention to behaviours, patterns and anomalies
3. Question: Get into the habit of questioning
4. Discern: Determine which ideas might be worth pursuing first
5. Predict: Translate insight into foresight
6. Try and test: Get feedback by testing

It is true that there is also an element of being at the right time and place for their genius to matter and be appreciated. Some call it luck. But being lucky happens much more often to those that are prepared and ready to seize on the opportunities. We need to open our minds; open our hearts; and listen with more than just our ears. Perhaps that is why so many breakthroughs come from those uninitiated into what cannot be done! ~ Lino Matteo

Intuition is a very powerful thing, more powerful than intellect, in my opinion. That’s had a big impact on my work. ~ Steve Jobs
Also found the Dreyfus Model of skill acquisition to be of interest.
• Mastery
• Expertise
• Proficiency
• Competence
• Novice
Just like the student and apprentice we hone our intuition with practice. We feed it with curiosity.
Lino Matteo’s version:

 Mastery Master Artist
 Expertise Master
 Proficiency Journeyman
 Competence Apprentice
 Novice Student
“Creativity is just connecting things.” ~ Steve Jobs
IDEAS = SOLUTIONS IN SEARCH OF PROBLEMS; OPPORTUNITIES = PROBLEMS BEGGING FOR A SOLUTION
• A good idea without a sound business model can fail, and all the resources in the world can’t rescue a bad one.
• INSIGHT (patterns + practice) + FORESIGHT (potential + predictions) = HUNCH
• Breakthrough ideas are born by recognizing potential opportunities. They don’t happen by chance. Great ideas are rarely, if ever, stumbled upon.
• Birth of a hunch: Curiosity (Interest + Attention) + Empathy (Worldview + Understanding) + Imagination (Context + Experience)
“What we do see depends mainly on what we look for.” ~ John Lubbock

It is also true that “creative people” who have lots of ideas are often guilty of not executing on them. Seven steps to idea execution:
1. Prioritize
2. Articulate
3. Plan
4. Assemble
5. Execute
6. Validate
7. Evaluate
So are you ready to ‘play your hunches?’ I, for one, am in favour of working my hunches.
Thanks for the insights Ms. Jiwa.
Lino Matteo ©™
Twitter @Lino_Matteo
Notes to HUNCH by Bernadette Jiwa ~ Lino Matteo ©™
https://wordpress.com/post/linomatteo...

[Boni Aditya · Rating 3 out of 5]

Post Rationalization, Analytics fails, luck, intuition etc...

But the book itself is derivative in nature.
There is a better book that explores these concepts - Alchemy by Rory Sutherland.

The author builds on ideas from other books

Weapons of math destruction

How to fly a horse


Outliers

Originals

Carol dwecks mindset

KEYWORDS:

Small data



Creative process - preparation, incubation, illumination, verification



Hunch = Curiosity + empathy + imaginative (Context + experience)



Coolhunting.com

Trendwatching.com



Creative mornings




With no real value add in the entire book, i.e. there is nothing extra that the author has added in these page. She just stitches together a narrative for the book.

Needless to say I am extremely un impressed by the lack of proper research or a need for such a book in the first place.

The book is indeed product discovery and user research, or the initial phases of product management, cloaked in a touch feely and empathetic cover.

This book might be useful for ameturish product managers or people trying to get their foot into building new products.

But there are more scientific, frameworks and technologies available for product discovery, product feature prioritization, customer journey mapping, measuring pain points, etc..

In fact for every thing that the author has described in the book in informal fashion there is now a technical jargon and a framework like agile, lean, business model canvas, value proposition canvas etc...

[Mark Dyck · Rating 5 out of 5]

In "Hunch", Bernadette Jiwa encourages you to (and teaches you how) to see. Really see. See, so that you can develop insights and ideas that can truly have an impact.

We all want our ideas to succeed, whether it's to make our fortunes, improve the lives of others, make the world a better place or all three. But how can we improve our chance of success?

It's likely not by trying to gather more data, but by closely observing the world around us and trying to solve the problems we see. It's out there if we choose to get out of our office (and our heads) and look around.

With framework of questions and a ton of real world examples, Ms. Jiwa cajoles the reader to set aside our ideas long enough to really observe what is happening with the people we are trying to serve.

I really liked this book. I'm already an extremely curious person; even so, this booked helps. The framework and workbook helps me go deeper with my observations so that I can, hopefully, develop solutions that work for people.

Readers familiar with Ms. Jiwa's previous books will note a running theme - she's committed to expressing what we do in terms of who we serve, not what we want to achieve. In that respect, "Hunch" is 100% on theme. It's a fine complement to her earlier books but stands alone as well.

[Alina · Rating 4 out of 5]

Se citeste foarte usor, nu este o capodopera, dar nici nu cred ca o carte despre intuitie ar putea atinge un astfel de nivel prea usor. Are exemple foarte bune, pastreaza o oarecare echidistanta intre date vs. interpretare/intuitie si functioneaza ca un excelent reminder pentru a nu ne lasa cu totul cuceriti de date si argumentele autoritatii. Exemplul alegerilor din America, din 2016 este cel mai graitor: ce spun oamenii ca o sa voteze e simplu de aflat (Hillary avea 70%-99% sanse), dar cum o sa voteze, pe baza a ceea ce cred cu adevarat, e aproape imposibil.
Pentru cei care simt tot timpul nevoia sa gaseasca explicatii stiintifice si nu pot avea incredere in ceea ce simt, in intuitie, merita citita, e o incercare care nu rapeste mult timp cititorului. Nu are multe modele sau scheme, recomandari de structura, tips & tricks, insa pentru a ilustra ce am scris mai sus, merita mentionat modelul Dreyfus de dezvoltare a abilitatilor, care contine 5 niveluri: cei aflati la Novice, Competent sau Calificat se bazeaza pe gandirea analitica, doar Expertul si Maestrul pot lua decizii bazandu-se pe intuitie. Ajungem sa ne dezvoltam intuitia pe masura ce avem tot mai multa incredere in ea. Si in noi, implicit.

[A.M. · Rating 3 out of 5]

This is one of those ted talk quasi scientific books… in the sense that I don’t think it’s entirely scientific. People who empathise, and notice and listen are the people who get the big break through. We think of that as following hunches.
I want to say ‘duh’.

How can we notice what the world wants if we don’t notice what’s wanting in the world?

Exactly.
She has lots of real world examples from spanx, to goldiblocks, to swissmiss, to give a crap toilet paper. People who just took the time to think, ‘hey wouldn’t this be better if…?’
[I fear Elon Musk is not the best example in 2020.]
The exercises seem obvious, too; watch people, notice when they get frustrated, and try to think about how you could solve that problem.
It kind of sounds simple, but I guess if you did that… you might learnt to have more insights?

Read by the author - interestingly, she made a few mistakes in the audio book and they were not edited out; which kind of makes her more human, eh?
3 stars

[Adrian · Rating 3 out of 5]

I think my favorite part of this book was learning the what spawned the creation of other companies I may or may not have heard of. Overall, this is really just a nice collection of "necessity is the mother of invention" stories vs "our innate need to tinker and improve" on most everything around us. I like to think we are all "inventors" of sorts. I'm sure a stranger's audit of our homes would reveal little tweaks here and there of something that many of us wished we would've thought of first. But I think these are also examples of not just people who thought of something "first", as I'm sure the odds are they are not, but they are the first to succeed in implementing their idea. At seeing it through. At brandishing a new norm for something we took for granted. So if you are part of a startup, such as me, then I think this is a nice stater startup novel to help round out your inventive education.

[Chris Lasko · Rating 4 out of 5]

Bernadette has done a great job, yet again, in helping to change the way I look at ideas and business. In today's day and age, it seems that businesses are moving in polar opposite directions. One being towards cheaper and faster with less service and the other direction are these organizations that obviously put the customer first and solve problems that they didn't even know they had.

If you are of the opinion that there is enough of a market out there for your special idea as opposed to "I have to have an idea that everyone will love", then this is the book for you.
With real world examples, Bernadette tells how others have been able to take their small idea of solving a handful of customers problems has turned into much more. She then follows it up with actionable steps you can take to build your idea.

[Deepika M · Rating 5 out of 5]

Lots of wake up calls and strategic ways of thinking

"We are in danger of becoming a generation of plugged-in, look-it-uppers who are more ready to take things at face value and less willing to inquire or explore. More satisfied with proof and less open to discovery. More inclined to consume rather than create. More fearful of uncertainty than open to possibility." ...and there is more of these types of insights and wake up calls in this book. I needed to read this especially at a time where I've decided to take control of my own career.

[Brian Cluster · Rating 5 out of 5]

Engaging and important book for anyone trying to make ideas into opportunities.

Bernadette Jiwa writes a very sound book on discovering what is needed to create winning ideas. She is an accomplished writer who mixes stories, quotes, and great business advice to propel the readers through the book. I also enjoyed the case studies which allowed me to stretch my mind and cement the author's theories in my brain until I need to call up those skill sets find new hunches.

My next step is to identify a couple of other Ms. Jiwas books to add to my list right away.


Thanks!

Brian

[Kian.ting · Rating 4 out of 5]

"There is no path, the path only appears when you start walking" my take home from the book. This book is about how to develop intuition, and the summary of it is by slowing down, so you can be more sensitive to changes around you. It is also about re-looking at problems and coming up with ingenious solutions. I must admit I read the book too fast, there are actually work sessions and questions where the reader could fill up and answer to gain more understanding of the book. I would definitely need to reread the book.

[Robert Tobin · Rating 5 out of 5]

Bernadette Jiwa has written a very insightful book that will help you work with more curiosity, empathy and imagination. You'll benefit from her many examples of successful businesses and you'll learn how to use your insight to understand and reach your customers. You don't have to spend big money on big data or more research, you'll learn how to turn your own hunches into big successes.

I also liked the many exercises that are there throughout the book.

[Sam · Rating 5 out of 5]

Bernadette Jiwa is unmistakably a leader in thinking of marketing as connecting with what customers want and need—and creating brands that they can connect with.

Hunch takes her into a new exploration, the role of intuition in decision making. She argues that intuition can help you notice problems and solve them in a way that gives you a competitive edge.

Accessible, actionable and, as always, spot on, Hunch delivers. It's a must read!

[Melissa Dunstan · Rating 3 out of 5]

This book is well written, and gives very good examples of how to harness the power of coming up with solutions to everyday problems. However, the reason I'm giving this book a 3 star review, is because I purchased it thinking it was about how to use intention for business purposes. Aside from three or four pages where intuition is mentioned briefly, the is no reference to how to better "follow your gut".

The title of this book should be "invent", instead of "hunch".

[Leigh · Rating 4 out of 5]

My biggest takeaway. Making connections between things people don't normally link together is an amazing way to create new visions, products, services, ideas that take hold and go big. Our instincts allow us to make those connections. If we based it only on data or what's been done, they'd never happen.

The book is more business oriented, which makes sense bc this was a suggestion from Seth Godin.

[Dave · Rating 4 out of 5]

Genius and Innovation can come from anyone..at anytime and anyplace.

Thats the message in this wonderful book from Bernadette Jiwa. We need to pay attention to our hunches and listen to our little voice that guides us. Sure they'll always be people to dismiss your idea, but by actively listening to your conscious genius can blossom

Lots of great case studies written in a way thats easy to understand. Definitely a re-readable

[Eliza Marin · Rating 3 out of 5]

O carte bună pentru antreprenori creativi sau în tech.
Cartea este sumară și ușor de citit, poate pentru că are mai multe spații și pagini goale și pare aerisită. Aș merge într-atât și aș spune că are un format de opinion piece din orice revistă, dar are pe alocuri niște surse către descoperiri științifice importante. Asta și abilitatea lui Bernadette de a scrie povești scurte cu un punch-line foarte ochit, m-a făcut să-i dau un bine-meritat 3 stele.

[Ayesha Ratnayake · Rating 3 out of 5]

A charming book that recommends how to tap your intuition to produce ingenious ideas, including deploying your empathy to solve problems you see in front of you, paying attention to behaviour, concerns and needs in real-time, giving yourself space to relax and make freeform connections (why we get our best ideas in the shower), testing ideas with minimum viable products and rapidly iterating on them, asking questions, making predictions and tapping into great timing.

[Claudia Yahany · Rating 4 out of 5]

Las ideas no llegan solas, son el resultado de la experiencia, de la búsqueda, de las ganas. La intuición se hace más certera solo con las heridas de guerra. Para lo bueno, hay que juntar la idea con la oportunidad y después ejecutarla rápido y corregir. Tiene buenas ideas e incluso algunos prompts.

[Waleed · Rating 4 out of 5]

Lots of stories about people using insights into everyday problems to build successful products and businesses. The trick seems to be in questioning the status quo, using imagination to envision better outcomes and above all, using empathy to understand human/user/customer motivation. Liked the exercises to build observation skills, although how effectively I can utilize them, I guess we'll see!

[إسراء أحمد · Rating 3 out of 5]

The author's ability to communicate complex ideas concisely is commendable. She avoids unnecessary tangents and focuses on delivering the key points, which makes the book highly engaging and easy to follow. This direct approach not only saves time but also enhances the overall reading experience. I give it a 5 star

[Dave · Rating 3 out of 5]

You know more than you think. Looking at too much data leads to paralysis. The best way to solve a problem is to start working on it. There are some good excericizes at the end to strengthen your empathy (in business context) and innovation.

Easy read. Very logical.

[Nura Yusof · Rating 4 out of 5]

A short book with short chapters, suitable for the TLDR crowd. Her "Over To You" sections are useful tips to get started on noticing your surroundings, get inspired and sparking ideas. Those pages are worthy of bookmarking for frequent referencing.

[Stephanie · Rating 5 out of 5]

Fun, easy read

I really enjoyed this book. It was fun to read although I didn't read it with the goal of inventing something I still feel like I got a lot of great ideas out the book.