Bernadette Jiwa Quotes

People are choosing to spend their money with companies that take the time to get to know them and whose actions resonate with their values - companies that thrive by doing the right thing and by making things customers love, instead of by trying to get customers to love their things. Their advantage isn't necessarily being faster or cheaper, bigger or better; it is that they take time to understand their customer before making what she wants.

the masses don't want to feel like 'the masses'.

Wonder just enough; then go do.

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

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

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

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

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

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

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

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

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

Distraction is the enemy of insight.

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

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

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

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

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

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

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