Bernadette Jiwa Books
Bernadette Jiwa is an Australian author, brand strategist, and storytelling expert known for her work on brand narrative and marketing innovation. She has written several acclaimed books on storytelling and branding, including Make Your Idea Matter and Story Driven.
Known for: Meaningful: The Story of Ideas That Fly, The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One, This Is for Everyone: Universal Principles of Design
Books by Bernadette Jiwa
Meaningful: The Story of Ideas That Fly
Meaningful: The Story of Ideas That Fly explores how successful brands and entrepreneurs create products and experiences that resonate deeply with people. Bernadette Jiwa argues that meaning, not mark...
The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One
The Fortune Cookie Principle explores how successful brands connect emotionally with customers through storytelling. Bernadette Jiwa argues that a brand’s story is its most powerful asset, shaping how...
This Is for Everyone: Universal Principles of Design
This book explores how great design and storytelling can make ideas accessible to everyone. Bernadette Jiwa examines the universal principles that connect creativity, empathy, and innovation, showing ...
Key Insights from Bernadette Jiwa
Understanding the customer's story: Shifting focus from product features to the human narrative behind customer needs
Too many brands start with themselves. They obsess over product features, specifications, and competitive advantages. But behind every product lies a human being, and behind every transaction, a story. When you start with the customer’s story, you step into their world—their motivations, struggles, ...
From Meaningful: The Story of Ideas That Fly
Empathy as the foundation of innovation: How understanding emotions and motivations drives relevance
Empathy is not softness; it’s strategy. It’s the ability to sense what others feel without them having to explain it. Innovation fueled by empathy moves beyond convenience—it creates belonging. When we innovate with empathy, we no longer chase trends; we respond to truth. Empathy allows us to see t...
From Meaningful: The Story of Ideas That Fly
The Fortune Cookie Principle
At the core of every brand lies a simple truth: people don’t buy what you make; they buy the meaning behind it. The Fortune Cookie Principle is my way of explaining that your story is the invisible thread that holds everything together. A cookie without a fortune is bland—it lacks emotion. In busine...
From The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One
Key 1–10: Building the Emotional Core of Your Brand
The first ten keys of The Fortune Cookie Principle are about establishing the emotional groundwork for your brand story—discovering meaning, purpose, and truth before anything else. Meaning is the foundation. Every business must know not only what it sells but why it exists. When you define meaning,...
From The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One
Empathy as the Foundation of Meaningful Design and Innovation
Every meaningful act of design begins not with invention but with understanding. Long before sketches, prototypes, or headlines come the quiet questions — who is this for, what does it help them do, how does it make them feel? Empathy is the first principle of all great design because it demands tha...
From This Is for Everyone: Universal Principles of Design
Understanding Human Needs Before Creating Products or Messages
Before any design can succeed, it must begin with human need. Too often, we create because of a desire to impress or differentiate, forgetting that real impact arises from relevance. The designer’s task is to understand what people value — what they struggle with, hope for, and fear. This empathic u...
From This Is for Everyone: Universal Principles of Design
About Bernadette Jiwa
Bernadette Jiwa is an Australian author, brand strategist, and storytelling expert known for her work on brand narrative and marketing innovation. She has written several acclaimed books on storytelling and branding, including Make Your Idea Matter and Story Driven.
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Bernadette Jiwa is an Australian author, brand strategist, and storytelling expert known for her work on brand narrative and marketing innovation. She has written several acclaimed books on storytelling and branding, including Make Your Idea Matter and Story Driven.
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