ZAG: The Number-One Strategy of High-Performance Brands

Acknowledgments

Where do I start? Even though the book is brief, it took hundreds of people to bring it to fruition. At the front end there were many experts with whom I consulted about content, and at the back end there were many more who lent their skills to publishing, manufacturing, and marketing. In between, during the three years it took me to research, write, and design the book, I received guidance from many business thinkers who know their terrain much better than I.

Dr. James Forcier, for example, gave me his economist’s-eye view of barriers to competition. Tim Calkins shared his “circumstances that favor the leading brand” and other insights from the brand strategy class he teaches at Northwestern University. Ron Sanchez, PhD, a professor ...