ZAG: The Number-One Strategy of High-Performance Brands

Preface

As the pace of business quickens and the number of brands multiplies, it’s customers, not companies, who decide which brands live and which ones die. An overabundance of look-alike products and me-too services is forcing customers to search for something, anything, to help them separate the winners from the clutter.

The solution? When everybody zigs, zag.

You’ll find this book a living example of the zag discipline. While many authors start with an article’s worth of ideas and expand them to book length, I’ve taken a book’s worth of ideas and compressed them to article length. Instead of a theorist’s view from the outside, I’ve given you ...