May 13 • Strategy
Let’s Talk About ZAG for a Minute...
I picked up ZAG by Marty Neumeier a few years ago, and let me just say… it’s one of those books that smacks you right in the face with how obvious—but—overlooked its message is.
Here’s the big idea:👉 When everyone else is zigging… You ZAG.
Sounds simple, right? But think about how rare it is. Most businesses are out here copying each other’s strategies, competing in the same tired categories, and wondering why they’re constantly stuck fighting for attention.
Neumeier flips that on its head. He says if you can’t be number one in a category, the smartest thing you can do is create a new category where you ARE number one. That’s your ZAG. Your bold, undeniable difference.
And honestly, it hit me hard. How often are we playing it safe? Trying to “do it better” instead of doing it completely differently?
He also introduces something called the Onliness Statement:"Our brand is the ONLY ___ that ___."
If you can’t fill that in clearly, you’re probably blending in more than you think.
Anyway, if you’re building a brand—or even thinking about starting one—ZAG is a must-read. It’ll challenge you to stop chasing trends and start creating your own lane. And trust me, the view’s way better when you’re not stuck in traffic with everyone else.
Have you read it? I’d love to hear your biggest takeaway if you have. And if not… add it to your list. You’ll thank me later. 🙌
Check out the book - https://www.amazon.com/Zag-Number-Strategy-High-Performance-Brands/dp/0321426770
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Let’s Talk About ZAG for a Minute...
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