“Differentiation, the art of standing out from the copetition, is not front-page news. What is front page news, in a world of extreme clutter, is that you need more than differentiation. You need radical differentiation. The new rule: When everybody zigs, zag.” - Marty Neumeier: ZAG, The #1 Strategy of High-Performance Brands (AIGA, New Riders 2007) 26-27

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