As the pace of business quickens and the number
of brands multiplies, it’s customers, not companies,
who decide which brands live and which ones die.
An overabundance of look-alike products and
me-too services is forcing customers to search for
something, anything, to help them separate the
winners from the clutter.
The solution? When everybody zigs, zag.
You’ll find this book a living example of the zag discipline.