Make Your Idea Matter

Make Your Idea Matter – Book Review

By: Bernadette Jiwa

Great Ideas, Poorly Marketed: 

Bernadette Jiwa emphasizes the importance of not letting great ideas wither due to poor marketing. She calls for a commitment to doing our best and making ideas matter to someone, using the digital tools at our disposal.

Formed in the Mind, Triumph in the Heart: 

Jiwa contends that ideas are formed in the mind but triumph in the heart. It’s crucial to identify why goods or services resonate emotionally, making the brand a promise that builds trust and differentiation.

Obtaining Commitment Through Emotion:

Communication should aim for immediate emotional impact to attain commitment. Admitting culpability and committing to improvement can enhance loyalty, turning negative experiences into opportunities to deepen relationships.

Communicating Clearly:

Jiwa advises crafting a single mission, addressing emotional wants, and making an emotional connection with customers. The focus is on clear communication of value, solving one problem, and creating an emotional bond.

Ideas vs. Tactics: 

While tactics are essential, having an idea that truly matters is foundational. Jiwa stresses the importance of a unique mission or vision, highlighting the ‘why’ people should care, not just the ‘how’ to sell.

How vs. Why:

The key question is why people will care, not just how to make them buy. Jiwa exemplifies this with Toms Shoes, emphasizing the emotional connection created through a compelling brand story.

It Hasn’t Been Done by You:

Jiwa encourages action, asserting that uniqueness comes from our voice and perspective. Every idea, even if not entirely original, carries the distinctiveness of the individual behind it.

Ideas Come from Uncertainty:

The best ideas arise from uncertainty, and Jiwa urges entrepreneurs to start despite fears. Understanding the audience and creating ideas tailored for them forms the basis for impactful execution.

First Dates:

Jiwa likens a business story to a first date, meant to establish a relationship leaving people wanting more. The focus should be on catering to clients’ emotional wants rather than just needs.

No Customer is Forever:

While building a business, Jiwa reminds us that no customer is forever. The pursuit of ‘forever’ involves continuous improvement, self-responsibility in shaping the journey, and creating one’s success.


Bernadette Jiwa’s insights guide entrepreneurs in navigating the path from ideation to impactful execution, emphasizing emotional connections, clear communication, and the continuous quest for improvement. By making ideas matter and focusing on the ‘why,’ businesses can create lasting impressions and thrive in a competitive landscape.

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