Hunch: Turn Your Everyday Insights into the Next Big Thing


I am a fan of Bernadette Jiwa. Her book “Difference”  was an interesting read and an interesting take on marketing. About meaning, emotion, storytelling, caring, empathy and “tiny markets of someone”. She introduced “The Difference Model”. The model is built around six pillars: principles, purpose, people, personal, perception and product. A marketing version of the business model canvas or our strategic box.

Emotion and purpose

Since then lots of books following those principles have followed. “Lovability” and “Evolved enterprise” as examples, but there are many more books. Emotion and purpose as part of the marketing mix.


She recently published “Hunch”, and I was looking forward to it. The message is that innovation is not just for the happy few, the bright one, the genius or superstar. Anyone can do it and many have. It is full of stories of people who have done so.


She also gives you a framework:

FOCUS: Prioritise undistracted thinking time.

NOTICE: Practice paying attention to behaviours, patterns and anomalies.

QUESTION: Get into the habit of questioning.

DISCERN: Determine which ideas might be worth pursuing first.

PREDICT: Translate insight into foresight.

TRY AND TEST: Get feedback by testing.


I was expecting more. You could have read “Rookie Smarts”, “The Innovators DNA”  or “Creativity Inc”. Maybe even “Mastery” by Robert Greene. Because becoming a genius usually flows from mastery.

The need for stillness

What is interesting about this book and some other recent books I have read, is the commentary about the constant immersion in distraction. Because distraction is the enemy of insight. We’re neglecting the parts of ourselves where our best ideas and our greatest potential live. Rather the checking your smartphone the average 46 times, you should breathe and meditate. You need stillness to be truly creative.


1. Curiosity Interest + Attention: Learn to see problems and discern which ones are worth solving. 2. Empathy Worldview + Understanding: Understand how it feels to be

3. Imagination Context + Experience: Build on what is already understood in order to connect ideas and describe new possibilities for the future.


4. Anthropology 

5. Intuition and empathy

And you will have a recipe for entrepreneurial success. Then use instigation capital from “Poke the box”, and you can start walking. Because ‘There is no path. The path is made by walking.’

sensemaking cover

Why reinvent the wheel and why not learn from the best business thinkers? And why not use that as a platform to make better business decisions? Alone or as a team.

Sense making; morality, humanity, leadership and slow flow. A book about the 14 books about the impact and implications of technology on business and humanity.

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Ron Immink

I help companies by developing an inspiring and clear future perspective, which creates better business models, higher productivity, more profit and a higher valuation. Best-selling author, speaker, writer.

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