Summary of Bernadette Jiwa's Difference

Please note: This is a companion version & not the original book. Sample Book Insights: #1 The potato was first cultivated in South America, and was not widely adopted in Europe. The Spanish first grew potatoes to feed to their livestock, but they were eventually used to feed the general population. #2 The world has changed, and so has marketing. The tactics that worked a few years ago to attract customers and convert them to leads are no longer effective.
Now, the opposite approach of delighting one person at a time is working: figuring out what people want and finding ways to give it to them. #3 The original Marketing Mix, which consisted of four Ps, was proposed in 1965 by the marketer E. Jerome McCarthy. It was a framework for considering how to grow a business and gain market share. #4 We have come to believe that the way to succeed is to have an advantage - by being different or better, more visible, or just plain louder.
We spend $500 billion globally on advertising every year, and we are spending more money to interrupt more people with messages they don't care about and don't pay attention to.