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This is an excellent book on marketing. I still think "Selling the Invisible" is more important because it covers so much more ground, but Zag is top notch. To sum it up, it steers you in the direction of differentiating yourself from your competition, whomever, or whatever it may be, by doing something different than everyone else. Something VERY DIFFERENT. I found it particularly interesting because it discussed the problems of marketing clutter and how when we act and do as everyone else, we are categorized as everyone else, or even worse...clutter. Good read for a plane trip.
When everyone else is zigging, make sure you zag!