"The Fortune Cookie Principle" by Bernadette Jiwa is a business book that encourages companies to focus on telling a story, rather than just selling a product. The book argues that successful brands are built on a strong purpose and vision that goes beyond simple functionality. It uses examples like Apple, Starbucks, and LEGO to illustrate how companies can use storytelling to create emotional connections with customers, build brand loyalty, and ultimately, increase profits. The book also provides a framework of twenty keys, or guiding principles, for developing and implementing a brand story strategy.