Bernadette Jiwa

Meaningful argues that a business should begin from what a customer is genuinely trying to accomplish rather than from a product hunting for a market, which is not a new idea and is unusually clearly put here. Jiwa is a marketing consultant and speaker based in Australia, and her books are deliberately short in a category that pads relentlessly. The consultancy and the speaking sit behind the writing, and it is worth holding that in mind while being persuaded.