True innovation is anything that "scares the hell out of everybody else" because it is untried and unsafe. 5. The "Five Disciplines" Health Check
To close the gap between what you do and why it matters , Neumeier suggests thinking about the end. The Brand Gap
This is a classic exercise from Neumeier's book. It’s a simple visual challenge that proves if a brand is truly distinctive or just a "commodity." True innovation is anything that "scares the hell
Create a "Zig vs. Zag" comparison list for your industry. List the "Zigs" (what every competitor does, like "minimalist packaging" or "subscription models") and challenge users to come up with one radical "Zag". This is a classic exercise from Neumeier's book
These features move the topic from abstract theory into a tangible, "fun" activity for your audience or team. 1. The "Swap Test" (The Best Visual Feature)
If you are looking for an interesting feature for "The Brand Gap"—Marty Neumeier’s famous framework for bridging business strategy and creative design—consider one of these interactive "Stress Tests" or creative exercises.