Thanks to Len from Hypenotic who let me borrow Zag – The #1 Strategy of High Performance Brands. Marty Neumeier wrote it. He’s the guy who wrote The Brand Gap. I like to read. However, when I read I’m constantly thinking about how I can use the material in my job as a collaborative event designer. So rather than review Zag and identify highlights of the book, I figured I would share some of my thoughts on how I might use some of the content or exercises from the book in a workshop that I would design. Part of the reason I won’t summarize the book is that it’s less than 170 pages so it’s pretty much a summary all on its own.
What I will mention is that the title of the book alludes to his belief that in order to truly stand out in a cluttered market, you have to Zag when everyone else is Zigging. He actually describes it as “finding the whitespace”, ie. the title of this blog! If you’d like to read it first and then come back to this posting, I’ll wait….