Zag
The Number One Strategy of High-Performance Brands
When everybody zigs, zag.
Neumeier's central thesis is radical differentiation: when everyone else zigs, the winning brand zags. The book offers a 17-step checklist for finding and executing a brand's unique zag, from defining what makes it different to designing the trueline and rituals around it. It continues the fast, visual whiteboard style of The Brand Gap.
In crowded markets founders win by being meaningfully different, not marginally better, and Zag gives a concrete process for finding that wedge. Its focus discipline (the willingness to sacrifice) is directly applicable to early-stage positioning.
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