Marty Neumeier is the Director of Transformation in a brand design company. Zag is the discussion of the 17 checkpoints in the design process of a brand. These checkpoints can turn your brand from common to exceptional. And, in the competitive legal landscape, being exceptional is a goal worth setting! The book is very visual, lots of graphics and photos, and filled with action steps, and points of contemplation. Three points I’m sitting with:

  • Write your firm’s obituary. What would you like posterity to say about you?
  • Establish your culture, and the virtues it holds. Then move past what you makes you admirable and discover what makes you unique.
  • People don’t like being changed. Invite them into the change.

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