“In an age of me-too products and instant communication, keeping up with the competition isn’t a winning strategy. Today you have to out-position, out-maneuver, and out-design them. Discover radical differentiation—the number one strategy of high-performance brands. The new rule? When everybody zigs, zag.”
Martin Neumeier, President of the brand agency Neutron and author of the book Zag, the power of differentiation.
Fantastic book!