We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing tells a story. But for you to tell a story people will talk about, you need to know what makes your company meaningful — how it makes a difference.

She’s put out this worksheet to accompany her new book, Difference, where Bernadette shares “The Difference Model,” a guide to help businesses figure out what makes them remarkable. We think it’s a great tool to help you find your company’s story.

In this download of “The Difference Map,” Bernadette asks you to think about:

  • Principles: The facts about your business, your industry, and your customers
  • Purpose: Why you do what you do
  • People: Who your stuff is for and what matters to them
  • Personal: How your company makes a difference in how people feel
  • Perception: Your company’s current reputation and what you want people to believe about you
  • Product: What makes your stuff “the missing piece” in your customers’ lives

Download “The Difference Map” one-page worksheet here.

WOM-The Difference Map worksheet


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