I just finished reading the book, “Zag” by Marty Neumeier! I feel like my eyes have been opened, again. Marty gives great insights on defining a brand. Though the book wasn’t written directly to the ID-er, every aspect (and every page) can be applied to our field.
We live in a world of clutter, and it’s only getting worse. With millions of products out there, how are you going to create the next standout? In a nutshell, Marty’s book is about finding your “Zag”. He explains that the clutter comes from everyone following each other, which inturn creates a lot of “Zigging”. So, instead of putting all your effort into “Zigging” better, faster, and stronger than everyone else, why not “Zag”? It makes sense, right? This is where the challenge begins and where true product innovation comes into play. It’s not easy, but Marty’s book offers many great tips to help get the ball rolling. I highley recommend this book to the beginning and seasoned ID-er, alike.