Description
Part 1. Finding Your Zag Hit ‘Em Where They Ain’t The Dynamics of Different and Good Look for the White Space Uncover a Need State Find a Parade Part 2. Designing Your Zag Brand As a System Checkpoint 1: Who Are You? Checkpoint 2: What Do You Do? Checkpoint 3: What’s Your Vision? Checkpoint 4: What Wave Are You Riding? Checkpoint 5: Who Shares the Brandscape? Checkpoint 6: What Makes You the “Only”? Checkpoint 7: What Should You Add or Subtract? Checkpoint 8: Who Loves You? Checkpoint 9: Who’s the Enemy? Checkpoint 10: What Do They Call You? Checkpoint 11: How Do You Explain Yourself? Checkpoint 12: How Do You Spread the Word? Checkpoint 13: How Do People Engage With You? Checkpoint 14: What Do They Experience? Checkpoint 15: How Do You Earn Their Loyalty? Checkpoint 16: How Do You Extend Your Success? Checkpoint 17: How Do You Protect Your Portfolio? Part 3. Renewing Your Zag Scissors, Paper, Rock The Focus of Scissors The Momentum of Rock The Size of Paper How Structure Becomes Stricture Unlocking Your Zag When Good Shareholders Go Bad The New Prime Directive A Two-Stage Rocket Zagging At the Speed of Change The 17-Step Process Take-Home Lessons Recommended Reading About Neutron Acknowledgments About The Author Index
