ZAG: Манифест другого маркетинга

The concept is so clear and memorable, but I'm curious whether it came from personal experience or specific case studies. How did the author develop this core analogy?

There were so many companies and brands mentioned—did that make it harder to focus on the main principles, or did it help illustrate the concepts better?

Some examples seemed geared toward big brands with massive resources. Do readers think these ideas can be scaled down for smaller teams trying to stand out in crowded markets?