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turn insights into big ideas

Turn Your Hunch Into the Next Big Thing

Marketing Podcast with Bernadette Jiwa
Podcast Transcript

Bernadette Jiwa

I think you know what to do – I really do. The problem is that in the storm of running the business you start listening to outside influences, opinions of others, and maybe even what you see others in your industry doing.

Get back in touch with your own intuition and gut feeling and you’ll end up a lot better off – my guess is a lot happier too!

My guest for this week’s episode of the Duct Tape Marketing Podcast is Bernadette Jiwa. She is a recognized global authority on the role of story in business, innovation, and marketing, and the author of five best-selling books on marketing and brand storytelling  She and I discuss her new book, Hunch: Turn Your Everyday Insights Into the Next Big Thing.

Jiwa helps companies big and small to design, build and grow brands they’re proud of. She has worked with hundreds of entrepreneurs and business leaders enabling them to develop a business strategy and brand story that’s aligned with their vision and values.

Questions I ask Bernadette Jiwa:

  • Can people get better at mindfulness, curiosity, and empathy? Are they teachable?
  • Should you trust your intuition?
  • What assignments would Bernadette give to turn your insights into the next big thing?

What you’ll learn if you give a listen:

  • What the role of data is when it comes to trusting your gut
  • Which three traits entrepreneurs have
  • Why caring deeply is key to meeting an unmet need

Key takeaways from the episode and more about Bernadette Jiwa:

Like this show? Click on over and give us a review on iTunes, please!

Are you an independent marketing consultant or an agency owner? If so, you may want to check out the Duct Tape Marketing Consultant Network. It is a growing group of independent marketing consultants and agencies that are partnering and collaborating using the Duct Tape Marketing tools, and really scaling their businesses. Check it out at ducttapemarketingconsultant.com.

Classic Podcast: How to Differentiate Your Business

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Marketing Podcast with Bernadette Jiwa

For this week’s episode of the Duct Tape Marketing Podcast, we’re turning the clock back to 2013 and one of the most popular, and one of my favorite interviews of all time. We’re revisiting my chat with Bernadette Jiwa, and we talk about her then new book Make Your Idea Matter. Since speaking to her, she has published three more books including The Fortune Cookie Principle, Difference and her latest, Marketing: A Love Story. You can visit her very popular marketing blog, The Story of Telling here: http://thestoryoftelling.com/

Jiwa is someone you should be following if you’re not. She created her brand by doing one thing very well – creating content people love.

She’s the leading voice these days on differentiating your business and someone that has proven you can build a large and loyal following through content.

Questions I ask Bernadette:

  • How writing a book based on a blog is different than writing a “Big Idea” book
  • How do you define branding in a small business setting?
  • How can a single moment play into the definition of your brand?

What you’ll learn if you give a listen:

  • How to differentiate your business and not be boring
  • How to decide on what to write
  • How your customers are involved in the creation of your brand 

This week’s episode of the Duct Tape Marketing podcast is MarketingProfs. Do you have the write stuff? Unleash your inner writer by downloading the latest MarketingProfs marketing writing kit for free! Visit: http://mprofs.com/ducttape

4 5 Most Popular Podcasts of 2013

photo credit: Bill Selak via photopin cc

photo credit: Bill Selak via photopin cc

Podcasting saw a huge renaissance in 2013 as major content producers woke up to the ease or production and portability afforded the spoken word. It didn’t hurt that Apple made the podcast app a default app of the iPhone IOS either.

I’ve been podcasting since some time in 2006 and I still find it one of the best ways to gain access to people of influence.

In continuing my year end wrap up I present the most popular podcast episodes throughout 2013. These were judged most popular by virtue of the number of downloads each received.

1. People Don’t Share Brochures, They Share Stories – In this August episode author Jonah Berger talks about what makes something go viral – Contagious: Why Things Catch On

2. Reboot Your Business and Your Life – For this May show I spoke with Mitch Joel about the future of business – Ctrl Alt Delete: Reboot Your Business. Reboot Your Life. Your Future Depends

3. How I Podcast and Why I Think You Should – In May I did a solo show talking about how I do my show and why I think others should podcast – great tool for though leadership and sales! (You can hear a replay of this one by clicking the playing above.)

4. Nobody Talks About Boring Businesses – For this March show I spoke with Bernadette Jiwa about how to make your ideas stand out – Make Your Idea Matter: Stand out with a better story

5. How to Play More and Work and Why You Must – For this March show I spoke with Jonathan Fields – check out his The Good Life Project for some real inspiration.

You can find the entire year of podcasts here.

So, who would you love to hear me interview in 2014?

2

Nobody Talks About Boring Businesses

Marketing podcast with Bernadette Jiwa

Perhaps one of the most primary objectives of marketing is to get people talking about your business. Sure, you actually want them to buy from you, but when there’s buzz, when people think what you’re doing matters, there will be sales.

To me there is no more important job than building your business in a way that allows you to stand out from everyone else.

But, how do you create something that will get people talking? How do you build a story that people want to share and become a part of? How do you not be boring?

Not being boring doesn’t mean you have to create controversy or fanfare, it means you have to do something in a way that others don’t. It means you have to do something better, faster or with more soul.

There are two parts to beating the boring equation – first you need a value proposition that allows you to both stand out and deliver something that no one else is. And then you need a story to carry your value proposition.

What most of us are really trying to do in this world is build a loyal community and few things build community like a story worth sharing.

The first element, the value proposition, however, is actually the harder part to get right.

So often we want to tell the world about our product or our service. These might be nice things, but the reality is they don’t build community. Community forms around ideas, process, common language or what I’ve come to call “Method.”

In order to truly tap the power of a value proposition you must fully develop your way of doing business, your method for standing out and delivering value.

When you get this part right, the story people tell and build practically creates itself out of the common language of the community that forms around your unique method.

And that’s how to not be boring!

To expand on this notion I visited with Bernadette Jiwa, author of Make Your Idea Matter: Stand out with a better story for this week’s episode of the Duct Tape Marketing Podcast.

Jiwa’s book is a tremendous resource in arena of storybuilding and making your business one that people can’t live without.