Successful people do not wait for proof that their idea will work. They learn to trust their gut and go.

Do you know where will your next big idea come from? Analyzing hard data? A corporate brainstorming session? Or customer focus groups?

In Hunch, Bernadette Jiwa demonstrates that successful people don’t wait for proof that their idea will work. They learn to trust their gut and go.

In order to identify opportunities and provide creative solutions, Jiwa offers us a trifecta of necessary qualities: curiosity, empathy, and imagination.

Curiosity: Learn to see problems and discern which ones are worth solving.

Empathy: Understand how it feels to be the person with the problem.

Imagination: Connect ideas and describe new possibilities for the future.

As we fall deeper and faster through the rabbit hole that is big data collection, algorithmic and artificial intelligence, it is critical that we don’t detach from our own intelligence, from our innate ability to consider, and to decide. And in fact, in a world that becomes increasingly automatic, what’s possible may be found instead in our very humanity.

It is that kind of forward thinking in Hunch that makes the book so encouraging. Instead of being distracted by or dependent on data that only assesses what was, we can learn to listen to our own instincts and discover what might be.



Having read several of Bernadette Jiwa’s books, I’m really convinced that she is the female version of Seth Godin.

Bernadette really gets it. She is combines amazing thought-leadership and humility that leaves you hopeful.

She is very good when it comes to articulating concepts in a simple manner.

There is no better accolade I can give a book than to say that even before reading the last page, I had already been influenced by the ideas within to guide my actions in managing our company.

Trust your intuition. Trust your hunch. Trust your gut.

Some books demand immediate action, and that’s true of this book.

Favorite quotes:

  • “Distraction is the enemy of insight.”
  • “The ability to question, to be imaginative and curious in the face of uncertainty and to act on the information we have, the things we sense but may not yet know to be true, is what enables us to pioneer … And it’s a skill we can cultivate with practice.”

  • “Our narrow frames of reference mean that we sometimes forget to value the genius of the waitress who hones awareness in every moment, the brilliance of the teacher who holds the attention of a room full of five-year-olds or the wisdom of the crisis counselor who finds exactly the right words to help someone in trouble.”
  • The purpose of fear on the journey of discovery is to signal that we might just be onto something worth working toward.

  • “We do good work when we give ourselves the opportunity to do it.”
  • “How can we notice what the world wants if we don’t notice what’s wanting in the world?”




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