Unavailable
Unavailable
Unavailable
Audiobook6 hours
Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition
Written by Andy Cunningham
Narrated by Andy Cunningham
Rating: 0 out of 5 stars
()
Unavailable in your country
Unavailable in your country
About this audiobook
From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance
Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries.
Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company-Who are we? And why do we matter?-before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding).
There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented-and it's absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market. A company's DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won't gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.
Get to Aha! presents a clear step-by-step framework that will help you determine your company's precise position in the marketing landscape, using Andy's DNA-based methodology. It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement-a rational, factual statement about your company's role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition.
Trust Andy. Steve Jobs did.
Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries.
Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company-Who are we? And why do we matter?-before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding).
There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented-and it's absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market. A company's DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won't gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.
Get to Aha! presents a clear step-by-step framework that will help you determine your company's precise position in the marketing landscape, using Andy's DNA-based methodology. It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement-a rational, factual statement about your company's role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition.
Trust Andy. Steve Jobs did.
Unavailable
Related to Get to Aha!
Related audiobooks
Disruptive Marketing: What Growth Hackers, Data Punks, and Other Hybrid Thinkers Can Teach Us About Navigating the New Normal Rating: 4 out of 5 stars4/5Fail Fast or Win Big: The Start-Up Plan for Starting Now Rating: 4 out of 5 stars4/5Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters Rating: 0 out of 5 stars0 ratingsThe Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning Rating: 4 out of 5 stars4/5Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative Rating: 4 out of 5 stars4/5Matter: Move Beyond the Competition, Create More Value, and Become the Obvious Choice Rating: 4 out of 5 stars4/5Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love Rating: 3 out of 5 stars3/5What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest Rating: 4 out of 5 stars4/5Continuous Branding: For Service-based Organisations Ambitious to Grow Rating: 5 out of 5 stars5/5You Need PR: An Approachable Guide to Public Relations for Early-Stage Companies Rating: 0 out of 5 stars0 ratingsTilt: Shifting Your Strategy from Products to Customers Rating: 4 out of 5 stars4/5Beyond Advertising: Creating Value Through All Customer Touchpoints Rating: 0 out of 5 stars0 ratingsOptimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing Rating: 4 out of 5 stars4/5Capture the Mindshare and the Market Share Will Follow: The Art and Science of Building Brands Rating: 0 out of 5 stars0 ratingsInbound Marketing: Get Found Using Google, Social Media, and Blogs Rating: 4 out of 5 stars4/5The Innovation Mandate: The Growth Secrets of the Best Organizations in the World Rating: 0 out of 5 stars0 ratingsMastering Marketing Agility: Transform Your Marketing Teams and Evolve Your Organization Rating: 0 out of 5 stars0 ratingsUpstanding: How Company Character Catalyzes Loyalty, Agility, and Hypergrowth Rating: 0 out of 5 stars0 ratingsEntrepreneur Voices on Growth Hacking Rating: 5 out of 5 stars5/5Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers Rating: 5 out of 5 stars5/5Busting Silos: How Snowflake Unites Sales and Marketing to Win Its Best Customers Rating: 0 out of 5 stars0 ratingsBrand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position Rating: 5 out of 5 stars5/5Duct Tape Selling: Think Like a Marketer - Sell Like a Superstar Rating: 4 out of 5 stars4/5Next Level Now: PR Secrets to Drive Explosive Growth for Your Home Service Business Rating: 0 out of 5 stars0 ratingsThe High-Speed Company: Creating Urgency and Growth in a Nanosecond Culture Rating: 5 out of 5 stars5/5Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth Rating: 0 out of 5 stars0 ratingsSecrets of Next-Level Entrepreneurs: 11 Powerful Lessons to Thrive in Business and Lead a Balanced Life Rating: 5 out of 5 stars5/5Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty Rating: 4 out of 5 stars4/5
Business For You
How To Win Friends And Influence People Rating: 4 out of 5 stars4/5Company Rules: Or Everything I Know About Business I Learned from the CIA Rating: 4 out of 5 stars4/5Think Faster, Talk Smarter: How to Speak Successfully When You're Put on the Spot Rating: 4 out of 5 stars4/5The Art of Happiness: A Handbook for Living Rating: 4 out of 5 stars4/5Rich Dad Poor Dad: What The Rich Teach Their Kids About Money - That the Poor and Middle Class Do Not! Rating: 5 out of 5 stars5/5The Warmth of Other Suns: The Epic Story of America's Great Migration Rating: 5 out of 5 stars5/5Getting Things Done: The Art of Stress-Free Productivity Rating: 4 out of 5 stars4/5Extreme Ownership: How U.S. Navy SEALs Lead and Win Rating: 5 out of 5 stars5/5Elon Musk Rating: 5 out of 5 stars5/5Becoming Bulletproof: Protect Yourself, Read People, Influence Situations, and Live Fearlessly Rating: 5 out of 5 stars5/5The Artist's Way at Work: Riding the Dragon: Twelve Weeks to Creative Freedom Rating: 4 out of 5 stars4/5The End of the World is Just the Beginning: Mapping the Collapse of Globalization Rating: 5 out of 5 stars5/5Your Next Five Moves: Master the Art of Business Strategy Rating: 5 out of 5 stars5/5Win Every Argument: The Art of Debating, Persuading, and Public Speaking Rating: 5 out of 5 stars5/5The Sociopath Next Door: The Ruthless Versus the Rest of Us Rating: 4 out of 5 stars4/5The Charisma Myth: How Anyone Can Master the Art and Science of Personal Magnetism (Intl Ed) Rating: 5 out of 5 stars5/5The Millionaire Next Door: The Surprising Secrets Of Americas Wealthy Rating: 5 out of 5 stars5/5Seeing What Others Don't: The Remarkable Ways We Gain Insights Rating: 4 out of 5 stars4/5Astor: The Rise and Fall of an American Fortune Rating: 4 out of 5 stars4/5Getting to Yes: How to Negotiate Agreement Without Giving In Rating: 4 out of 5 stars4/5Anthem Rating: 4 out of 5 stars4/5How To Lie With Statistics Rating: 4 out of 5 stars4/5You Will Own Nothing: Your War with a New Financial World Order and How to Fight Back Rating: 4 out of 5 stars4/5The Energy Bus: 10 Rules to Fuel Your Life, Work, and Team with Positive Energy Rating: 5 out of 5 stars5/5Silva Mind Control Method Of Mental Dynamics Rating: 5 out of 5 stars5/5The Anatomy of Peace, Fourth Edition: Resolving the Heart of Conflict Rating: 5 out of 5 stars5/5The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers Rating: 5 out of 5 stars5/5How to Manage Your Money When You Don't Have Any Rating: 4 out of 5 stars4/5The Big Short: Inside the Doomsday Machine Rating: 5 out of 5 stars5/5
Reviews for Get to Aha!
Rating: 0 out of 5 stars
0 ratings
0 ratings0 reviews