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\u201cA story lets you address problems in a very human way.\u201d While traditional business books, textbooks, and case studies help us learn key concepts, they often miss what\u2019s going on behind the scenes. The story arc or narrative. This week, author, designer, and brand advisor Marty Neumeier returned to the On Brand podcast (listen to his first episode here) to discuss his latest book\xa0Scramble\xa0\u2014 a business thriller about agile strategy!\nAbout Marty Neumeier\nMarty Neumeier\xa0is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of \u201cwhiteboard\u201d books includes\xa0Zag, named one of the \u201ctop hundred business books of all time,\u201d and\xa0The Designful Company, a bestselling guide to nonstop innovation. An online presentation of his first book,\xa0The Brand Gap, has been viewed more than 22 million times since 2003. A sequel,\xa0The Brand Flip, lays out a new process for building brands in the age of social media and customer dominance. His most recent book,\xa0Scramble, is a \u201cbusiness thriller\u201d about how to build a brand quickly using \u201cagile strategy.\u201d\nIn 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures.\nToday he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation. He and his wife divide their time between California and southwest France.\nEpisode Highlights\nA business thriller about agile strategy?\xa0\u201cWell, \u2018thriller\u2019 might be a bit much,\u201d admits Marty. \u201cNobody dies and nobody shoots anyone!\xa0Scramble\xa0is the story of a CEO who used to be an architect so he\u2019s a designer. He faces a headwind and agile strategy comes to the rescue.\u201d\nSo, what is the story arc of agile strategy?\xa0\u201cAgile has been made into an orthodoxy by some \u2014 I\u2019m not one of them. It\u2019s about making prototypes, working fast, and elaborating later.\u201d\nWatch your Ps and Qs.\xa0Marty\u2019s latest work is all about multiplying the Qs of strategy with the Ps of design thinking \u2014 problemizing, pinballing, probing, prototyping, and proofing. \u201cIf you follow this path, you\u2019re going to come out with something very different.\u201d\nDesigning vs deciding.\xa0\u201cDesign is the way forward. We have to redefine designing. If you\u2019re changing a situation into a better one, if you\u2019re planning a change \u2014 it\u2019s design.\u201d\nWhat brand has made Marty smile recently?\xa0Marty is a huge fan of the MINI brand. So much so that he actually went out and bought a MINI after singing its praises so often.\nTo learn more,\xa0go to\xa0martyneumeier.com/scramble\xa0for special extras just for listeners of the On Brand podcast.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Pia Silva gave us a shout on Twitter for\xa0our episode that featured \u2014 her! Thanks for joining us and for listening, Pia!\nOn Brand is sponsored by my new book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices