'How can I write books that people will read all the way to the end, they can open at any page and find something interesting or useful or inspiring or actionable, and they'll come back to again?'
And with that question, Bernadette Jiwa - author of Difference: The one-page method for reimagining your business and reinventing your marketing, Marketing: A Love Story and most recently Hunch: Turn Your Everyday Insights Into the Next Big Thing - nails the question for any business book author.
Discover how she goes about answering it, and particularly how she uses the principles of storytelling and the backstory to write such compelling, generous books, in this fascinating interview.