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Hunch: Turn Your Everyday Insights Into The Next Big Thing Hardcover – June 6, 2017
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-Ivy Ross, VP design at Google
“At the heart of every great business is a leader with a curious mind, heart, and spirit. Hunch helps you to tap into those often overlooked yet valuable qualities that will unlock your boldest ideas.”
—Chip Conley, strategic adviser at Airbnb
“This book provides much needed jet fuel for any leader of creative people. Bernadette Jiwa reminds us that if we want to leap, we must use our higher human capabilities and not delegate our intelligence to data and tech.”
—Chris Bruzzo, chief marketing officer at Electronic Arts (EA)
“Hunch arms you with powerful tools you won’t find in a traditional business book. Read it and realize the potential we all have to be creative.”
—Antonio Zea, senior director at Under Armour
“Empathy and intuition are the new killer app, and this book shows how to deploy them with astonishing results.”
—Carson Tate, author of Work Simply
“While data-driven decision making is a useful business capability, Bernadette Jiwa reminds us that gut and instinct still reign supreme. Hunch goes further, showing you in practical ways how to cultivate this important skill.”
—Steve Clayton, chief storyteller at Microsoft
“Your next great insight is right under your nose, and you’re probably missing it. Bernadette Jiwa expertly shows you how to connect the dots in your world to transform everyday hunches into impactful work.”
—Todd Henry, author of The Accidental Creative
“Hunch shines a light on the true engine of business success: the instincts that live inside us all.” —Ken Segall, author of Think Simple
About the Author
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It's a fine companion to Difference and Marketing: A Love Story: How to Matter to Your Customers.
My test for recommending a book is how often people come back to me with thanks for the find. With Bernadette's books, it happens a lot.
If you are of the opinion that there is enough of a market out there for your special idea as opposed to "I have to have an idea that everyone will love", then this is the book for you.
With real world examples, Bernadette tells how others have been able to take their small idea of solving a handful of customers problems has turned into much more. She then follows it up with actionable steps you can take to build your idea.
Then again it's a rare book where someone has taken the concepts of ideas, opportunities, insight, creative process, curiosity, empathy, imagination and design, woven in stories, case studies and guided exercises and produced such a clear and concise treaty on turning common insight into successful products, services or things.
So yes, while we are familiar with the concepts, I argue it's the story, structure and orderly content that prompts fresh learning. Although I will say, I've read thousands of books and I don't quite remember seeing anything like Bernadette's stimulating exercises. With simplicity she leads us through processes that promise to deliver insight.
The rest of the content in the book is nothing that interesting but the prompts are worth it!
Top international reviews
I am a fan of Bernadette Jiwa. Her book “Difference” was an interesting read and an interesting take on marketing. About meaning, emotion, storytelling, caring, empathy and “tiny markets of someone”. She introduced “The Difference Model”. The model is built around six pillars: principles, purpose, people, personal, perception and product. A marketing version of the business model canvas or our strategic box.
Emotion and purpose
Since then lots of books following those principles have followed. “Lovability” and “Evolved enterprise” as examples, but there are many more books. Emotion and purpose as part of the marketing mix.
She recently published “Hunch”, and I was looking forward to it. The message is that innovation is not just for the happy few, the bright one, the genius or superstar. Anyone can do it and many have. It is full of stories of people who have done so.
She also gives you a framework:
FOCUS: Prioritise undistracted thinking time.
NOTICE: Practice paying attention to behaviours, patterns and anomalies.
QUESTION: Get into the habit of questioning.
DISCERN: Determine which ideas might be worth pursuing first.
PREDICT: Translate insight into foresight.
TRY AND TEST: Get feedback by testing.
I was expecting more. You could have read “Rookie Smarts”, “The Innovators DNA” or “Creativity Inc”. Maybe even “Mastery” by Robert Greene. Because becoming a genius usually flows from mastery.
The need for stillness
What is interesting about this book and some other recent books I have read, is the commentary about the constant immersion in distraction. Because distraction is the enemy of insight. We’re neglecting the parts of ourselves where our best ideas and our greatest potential live. Rather the checking your smartphone the average 46 times, you should breathe and meditate. You need stillness to be truly creative.
1. Curiosity Interest + Attention: Learn to see problems and discern which ones are worth solving. 2. Empathy Worldview + Understanding: Understand how it feels to be
3. Imagination Context + Experience: Build on what is already understood in order to connect ideas and describe new possibilities for the future.
5. Intuition and empathy
And you will have a recipe for entrepreneurial success. Then use instigation capital from “Poke the box”, and you can start walking. Because ‘There is no path. The path is made by walking.’
Jiwa digs into the more personal side of intuition, one that's encouraging of curiosity, questioning and paying attention to the 'why' behind behaviours. If you've read Jiwa's work, you'll know this stems from a point of empathy and giving, of serving and solving, not of being bloody minded or ego driving in a given product path. There are ample examples of business cases, both old and new, where points are made in such a way you'll get them quickly and remember them in context (rare for many business books!), and the reflection sections of the book help to hammer points home.
In essence, what I think Jiwa wants to achieve with this book is to help readers align their energy with their curiosity, their personal commitment to their purpose and learn how to care about the small stuff - the insights and empathy that get us started in the first place as entrepreneurs.
I suggest reading Jiwa's The Fortune Cookie Principle after this. It's one of the best books on branding I've ever read.
I am a bit disappointed since it was recommended by Seth godin
Como ser humano curioso estou sempre em busca de novidades, quando descobri este livro através de um blog não hesitei em compra-lo em e-book na amazon por queria lê-lo o mais rápido possível.
Traduzindo livremente o título do livro poderia ser mais ou menos: COMICHÃO, Transforme sua visão cotidiana na próxima grande sacada!
A autora Bernadette Jiwa é uma autora reconhecida sobre o papel da história nos negócios, inovação e marketing já escreveu cinco livros sobre marketing e comunicação de marcas.
Neste livro ela nos brinda com ideias e histórias de eventos e pessoas que tiveram sacadas geniais que viraram grandes negócios.
Dentre as centenas de dicas que compõem o livro destaco esta: "Podemos avaliar e melhorar nossas idéias em seis etapas: 1-FOCO: Priorizar o pensamento não preconceituoso. 2-AVISO: Praticar a atenção aos comportamentos, padrões e anomalias. 3-PERGUNTA: Adquirir o hábito de questionar. 4-DISCERNIR: Determinar quais idéias podem valer a pena e dar continuidade.5-PREVISÃO: Transformar reflexões em ação. 6-TENTAR E TESTAR: Obter feedback por meio de testes."
Outra reflexão importante: “Considere quanto tempo dedicamos a interagir nas mídias sociais comparado ao tempo que investimos em criar, pensar, refletir e questionar”.
"Nós não desconectamos do nosso trabalho ou de nosso "plano social ". Dedicamos muitos momentos do nosso dia em buscar, reagir e responder em nossos dispositivos a insumos, Idéias, pensamentos e solicitações de outros. Não conseguimos nem ficar entediados com isso. Nós quase nunca dedicamos tempo a pensar nos nossos próprios pensamentos.
Há menos oportunidades para perceber, questionar ou criar ociosamente. Sem espaço para pensar em problemas. Nós somos uma geração que corre para o Google para verificar se está chovendo e precisamos carregar um guarda-chuva, em vez de ir até a janela, abrir as cortinas e ver por nós mesmos".
IDEIAS=SOLUÇÕES EM BUSCA DE PROBLEMAS
OPORTUNIDADES=SÃO PROBLEMAS LOUCOS POR SOLUÇÕES
O livro vale a pena ser lido, mas só valerá a pena se você dedicar um pouco de tempo a pensar nas reflexões da autora.
O óbvio, antes de ser óbvio é sempre desacreditado, ouvi isso em algum lugar. E para concluir destaco aqui mais uma citação do livro atribuída a Steve Jobs: “Tudo em nossa volta, que chamamos de vida, foi feito por pessoas que não são mais espertas que nós...criatividade é só o ato de conectar os pontos”
É necessário um bom domínio do inglês para aproveitar o livro em sua plenitude.
I'm a huge fan of Bernadette Jiwa, and this one more than lives up to the high standards I've set for her work :)