ZAG: A Book Review

If you are looking for a book to spark your creativity center let me recommend ZAG by Marty Neumeier. The book is a small, quick read about branding. It is based on the idea of distinguishing yourself by zagging while everyone else is zigging. He talks about markets, names, “truelines” and brand as a system.

While he talks in terms of companies I think the lessons in this little book are applicable to both individuals in a job search and to HR departments that want to be more than the standard HR department. One of my favorite quotes in the book was ” Forget best practices. Best practices are usually common practices. And common practices will never add up to a zag no matter how many of them you apply.” We often see HR departments trying to apply what works for others without really determining what works for them. So if you are in that “rut” take a look at ZAG, The #1 Discipline of High-Performance Brands. I think you will find his “whiteboard” presentation interesting.

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