Bridging the gap between business strategy and design
This book is my bible, The Brand Gap - How to bridge the distance between business strategy and design, by Marty Neumeier. My favourite lessons from it - differentiation...
1. To begin building your business ask yourself 3 questions : who you are, what you do and WHY does it matter?
2. Our brains filter out irrelevant information, letting in only what's relevant and useful. Think about why your product or service is relevant and how it differs from other businesses. This is what you should shout about in your marketing, website and will give you the leading edge over competitors.