Hunch

Penguin presents the unabridged, downloadable audiobook edition of Hunch, written and read by Bernadette Jiwa.

Learn to trust your intuition and uncover insights that could lead to the next big thing

What do the Dyson vacuum cleaner, GoPro camera, Starbucks, Instagram, Facebook, and Lululemon yoga pants have in common? Every one of them was the result not of data-driven analytics or corporate brainstorming sessions, but a hunch - the intuitive understanding of a deep, unmet need, informed by insight and foresight.

Anxiety over 'being more innovative' leads entrepreneurs to create solutions in search of problems. But what if you could use your intuition to identify an existing problem that's begging for a solution?

In Hunch, bestselling author and business advisor Bernadette Jiwa shows how anyone can uncover the kind of insights that become breakthrough ideas. Combining hands-on exercises with inspiring stories of the killer hunches that brought us ideas like the first reusable coffee cup and the beloved Spanx brand, Hunch is a guide to cultivating your intuitive powers, a roadmap to getting from insights to ideas that fly.

Every breakthrough idea starts not with knowing for sure, but by understanding why it's safe to try. Intuition alone doesn't tell you exactly where 'x' marks the spot, but it can give powerful clues as to where you might begin to dig. This is the book you need if you're ready to begin finding them.