Bernadette Jiwa's book "Difference" argues that businesses should focus on creating a meaningful difference in their customers' lives rather than simply being different from the competition. The author outlines the "Difference Model," a framework that helps companies reimagine their businesses and reinvent their marketing by prioritizing understanding their customers' worldviews, needs, and desires. The book presents a detailed exploration of the "Difference Map," a tool designed to guide businesses through the process of creating products and services that genuinely resonate with their target audience. Jiwa emphasizes the importance of empathy, authenticity, and storytelling in creating truly impactful brands, advocating for a shift from traditional marketing tactics to a more customer-centric approach.