The ZAG Approach: Human Instinct Meets AI Amplification
In a world that often celebrates the predictable, the safe, and the expected—a.k.a., the “ZIG” path—I’ve always been drawn to detours and less-traveled roads, what I call the “ZAG Way” or “ZAG Approach.” Even navigating Los Angeles traffic, I’ve uncovered alternative routes to avoid the congested, visitor-friendly paths suggested by mobile apps. My e-bike rides have revealed hidden shortcuts I now use in my car, ensuring safety for bikers and efficiency for drivers alike.

This ZAG mindset—a mix of creativity, adaptability, and respect—applies equally to my work and personal life. It’s where creativity thrives, possibilities flourish, and solutions often lie just beyond conventional thinking. Over the years, ZAG has shaped not just my career but also my personal philosophy, serving as a throughline for innovation and impact.
In 2024, my partnership with AI has refined my ZAG approach further, helping me communicate more effectively and inspiring others to move from A to Z efficiently. I wish I’d discovered the ZAG Way earlier—it’s a shortcut to growth and a fast track to making a greater impact in life and work.
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Val-isms: My ZAG Approach to Innovation and Impact
The roots of the ZAG mindset trace back to my time at East Carolina University School of Art in the ’90s (Go Pirates!). My studio friends coined the term “Val-isms” to describe my knack for creating quick, impactful sayings or quirky “made-up” words that captured the moment perfectly. One friend even created a playful poster featuring a caricature of me and a growing list of my “Val-isms” that we collected over four years.
Looking back, I see this as a reflection of my dyslexia—a gift that enables my brain to filter information in unique ways. Words, ideas, and concepts often transform in my mind, emerging as innovative and distinct expressions. Over time, I’ve learned to embrace the moments when people looked at me with wide eyes, unsure if I was brilliant, challenging conventional intelligence, or—as I was sometimes called—“stupid.”
This wasn’t limited to school. Early in my career, some “leaders” dismissed my creative process, labeling me “too pragmatic” or “not creative enough” because I often identified solutions before brainstorming even began. Others mistook my unconventional methods as impractical, simply because they hadn’t seen or heard anything like them before. My unique phrasing, made-up words, or alternative ways of presenting sometimes led to skepticism about my intelligence—or, as I prefer to call it, innovative smarts.
I’ve learned that not everyone is ready for ZAG thinking. Many “leaders,” particularly those who lead with “Power Over” rather than “Power To” (as Brene Brown describes), viewed my different approach as defiance. This often led to friction, with me doing double the work—delivering both their way and mine—to prove the value of my ideas. While my approach often delivered faster, better results, the extra effort and lack of trust took a toll.
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What Is ZIG vs. ZAG?
ZIG: The conventional, safe, well-worn path.
ZAG: The bold pivot. It’s about breaking patterns, embracing the unexpected, and creating something truly original.
ZAG Line Example: ZIG gets the job done safely. ZAG creates breakthroughs.
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How I Leverage the ZAG Approach as a Creative Strategist of Marketing & Branding.
Start with the Audience: ZAG isn’t about creativity for creativity’s sake—it’s about making an emotional connection. Understanding what the audience needs and feels is where innovation begins.
ZAG Line: “Creativity thrives where human instinct and insight meet.”
Embrace Constraints as Catalysts: Constraints—whether budgets, deadlines, or unconventional briefs—aren’t roadblocks; they’re opportunities to innovate.
ZAG Line: “Constraints don’t limit creativity—they ignite it.”
Prioritize Emotional Resonance: While ZIG highlights features, ZAG emphasizes feelings—crafting campaigns that make people feel seen, inspired, and empowered.
ZAG Line: “Emotion is the gateway to impact.”
Leverage AI as a Creative Partner: AI is not a replacement for human ingenuity but a co-creator that pushes ideas into new realms,
ZAG Line: “AI accelerates creativity; humans redefine what’s possible.”
Aim for the Unexpected: The most memorable work—the kind that wins hearts and drives results—often lies in the territory no one else dared to explore.
ZAG Line: “The unexpected isn’t a risk; it’s an opportunity.”
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The ZAG Approach in Action
Over my career, I’ve applied the ZAG mindset to over 350 marketing launch campaigns like; The Office, Fleabag, Transparent, Good Omens and Rihanna’s Savage X Fenty in the entertainment space to groundbreaking AI-powered tools through my VMCre8 Promptsteer™ Playground.
For Global Campaigns: ZAG means finding emotional cores that resonate across cultures while surprising and delighting audiences.
For AI Tools Development: ZAG means using technology not as a shortcut but as a springboard for innovation.
For Mentorship: ZAG means empowering individuals to see their unique value and approach challenges from unexpected angles.
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Why ZAG Matters
The world is full of ZIGs—industries and organizations sticking to what feels safe. But ZAG is where positive change happens. It’s where brands evolve, where teams thrive, and where creativity pushes boundaries. The ZAG mindset doesn’t just create impactful work; it fosters meaningful connections and lasting legacies.
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Your Turn: How Will You ZAG?
My personal mission is to share the ZAG approach with teams, individuals, and organizations ready to break free from the ordinary. Whether through consulting, AI tools, or speaking engagements, I’m here to empower you to find your own ZAG moments, define your purpose, and unlock your full potential.
Ready to explore what’s possible when you leave the ZIG path behind?
Sign up for Promptsteer Play Blast to be the first to play with these human-guided, AI-enhanced tools incorporate the ZAG Approach to deliver results that surprise and delight: Maxx Strata™ | PathLumina™ | Pain Point Potty™
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About the Author Valerie Madden:
Valerie Madden describes herself as a “learn-it-all” fueled by curiosity and a love of meaningful podcasts, audiobooks, films, series, and documentaries. With over 20 years of experience leading more than 350 integrated
marketing campaigns for global brands like NBC, Amazon MGM Studios, and Prime Video, she brings a unique blend of innovation and vision to every endeavor.
As someone who has navigated the challenges of dyslexia and turned it into a superpower, Madden has leveraged AI tools to elevate her communication skills, transforming her photographic-like memory and dot-connecting insights into actionable, succinct ideas. This journey has allowed her to finally share BIG IDEAS with clarity—ideas often overlooked due to timing or communication barriers. Her experiences reinforce her belief in the power of collaboration and creativity when people feel truly seen, heard, and valued.
Valerie is also the creator of Prompteteer™, Promptsteer Playground™ , Maxx Strata™, PathLumina™
and Pain Point Potty™ pioneering the integration of AI into creative workflows. By combining authentic,
human-first storytelling, emotional intelligence, and generative AI, Madden continues to inspire meaningful
results and drive innovation for all those who cross her path.
Learn More:
To learn more Sign up for The Promptsteer Play Blast
To join the testing phase, email Val Madden at vmcre8@gmail.com
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