What do you stand for? What does your brand stand for? Where are you headed? Why are you headed there? Before you build a brand, you better know your story. In her beautiful and brand new book, Story Driven - You Don't Need To Compete When You Know Who You Are, the business philosopher, Bernadette Jiwa, delivers the goods. Bernadette helps companies of all sizes to build a brand to be proud of. Bernadette is also the author of some of the most impacting business books that you will ever read: Hunch, Meaningful, Marketing: A Love Story, Fortune Cookie Principle, Difference and Make Your Idea Matter. It was a thrill to have her back on the show to discuss Story Driven and her optimizes for brands. Enjoy the conversation....

• Running time: 52:58.
• Hello from beautiful Montreal.
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• Here is my conversation with Bernadette Jiwa.
• Story Driven.
• Hunch.
• Meaningful.
• Marketing: A Love Story.
• Fortune Cookie Principle.
• Difference.
• Make Your Idea Matter.
• Follow Bernadette on Twitter.
• This week's music: David Usher 'St. Lawrence River'.