Weekend Reading: “Story Driven” by Bernadette Jiwa

For the 180th episode of The Marketing Book Podcast, I interviewed Bernadette Jiwa, author of Story Driven: Your Don’t Need to Compete When You Know Who You Are.

In her newest book she explains that every business is driven by one of two philosophies – a company is either competition driven or story driven.

The competition driven company is reactive to the marketplace and prioritizes beating its competitors and racking up profits. Their goal is to win at all costs. And not much else.

A story driven company is one that is responsive to customers and prioritizes having a clear sense of purpose and identity. It makes little reference to the competition and is intent on creating an impact.

Story driven companies have a positive impact on their customers and society. They thrive by making the connection between their purpose and prosperity. Their goal is to make a difference.

From the book:

We have become reactive to the competitive landscape, rather than responsive to the needs of our communities – those people we hope to serve. We are so focused on the competition, or even the threat of it, that we’ve forgotten to double down on what makes us and our work unique and valuable.

A bit more about the book…


Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.

1 thought on “Weekend Reading: “Story Driven” by Bernadette Jiwa

Leave a Reply

Your email address will not be published. Required fields are marked *