Audiobook6 hours
Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition
Written by Andy Cunningham
Narrated by Andy Cunningham
Rating: 5 out of 5 stars
5/5
()
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.
Related to Get to Aha!
Related audiobooks
Busting Silos: How Snowflake Unites Sales and Marketing to Win Its Best Customers Rating: 0 out of 5 stars0 ratingsHigh-Velocity Digital Marketing: Silicon Valley Secrets to Create Breakthrough Revenue in Record Time Rating: 0 out of 5 stars0 ratingsHacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative Rating: 4 out of 5 stars4/5Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy Rating: 5 out of 5 stars5/5Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers Rating: 5 out of 5 stars5/5The High-Speed Company: Creating Urgency and Growth in a Nanosecond Culture Rating: 5 out of 5 stars5/5Restoring the Soul of Business: Staying Human in the Age of Data Rating: 4 out of 5 stars4/5Built to Innovate: Essential Practices to Wire Innovation into Your Company's DNA Rating: 0 out of 5 stars0 ratingsCategory Creation: How to Build a Brand that Customers, Employees, and Investors Will Love Rating: 3 out of 5 stars3/5Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising Rating: 4 out of 5 stars4/5Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It Rating: 5 out of 5 stars5/5Competing Against Luck: The Story of Innovation and Customer Choice Rating: 5 out of 5 stars5/5The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World Rating: 4 out of 5 stars4/5Matter: Move Beyond the Competition, Create More Value, and Become the Obvious Choice Rating: 4 out of 5 stars4/5Get Scrappy: Smarter Digital Marketing for Businesses Big and Small Rating: 5 out of 5 stars5/5The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning Rating: 4 out of 5 stars4/5Entrepreneur Voices on Growth Hacking Rating: 5 out of 5 stars5/5Traction: How Any Startup Can Achieve Explosive Customer Growth Rating: 5 out of 5 stars5/5Gorillas Can Dance: Lessons from Microsoft and Other Corporations on Partnering with Startups Rating: 0 out of 5 stars0 ratingsYou Need PR: An Approachable Guide to Public Relations for Early-Stage Companies Rating: 0 out of 5 stars0 ratingsEverybody Wants to Rule the World: Surviving and Thriving in a World of Digital Giants Rating: 0 out of 5 stars0 ratingsThe Method Method: Seven Obsessions That Helped Our Scrappy Start-up Turn an Industry Upside Down Rating: 3 out of 5 stars3/5Friction: Passion Brands in the Age of Disruption Rating: 4 out of 5 stars4/5A Dozen Lessons for Entrepreneurs Rating: 5 out of 5 stars5/5The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar Rating: 0 out of 5 stars0 ratingsThe Wide Lens: A New Strategy for Innovation Rating: 5 out of 5 stars5/5Breakout Brands Rating: 0 out of 5 stars0 ratings
Business For You
The End of the World is Just the Beginning: Mapping the Collapse of Globalization Rating: 5 out of 5 stars5/5Extreme Ownership: How U.S. Navy SEALs Lead and Win Rating: 5 out of 5 stars5/5How To Win Friends And Influence People Rating: 4 out of 5 stars4/5The Warmth of Other Suns: The Epic Story of America's Great Migration Rating: 5 out of 5 stars5/5Elon Musk Rating: 5 out of 5 stars5/5Getting Things Done: The Art of Stress-Free Productivity Rating: 4 out of 5 stars4/5Getting to Yes: How to Negotiate Agreement Without Giving In Rating: 4 out of 5 stars4/5The Art of Happiness: A Handbook for Living 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 stars4/5Rich 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 Millionaire Next Door: The Surprising Secrets Of Americas Wealthy Rating: 5 out of 5 stars5/5Win Every Argument: The Art of Debating, Persuading, and Public Speaking Rating: 5 out of 5 stars5/5Becoming Bulletproof: Protect Yourself, Read People, Influence Situations, and Live Fearlessly Rating: 5 out of 5 stars5/5Astor: The Rise and Fall of an American Fortune Rating: 4 out of 5 stars4/5How To Lie With Statistics Rating: 4 out of 5 stars4/5Your Next Five Moves: Master the Art of Business Strategy Rating: 5 out of 5 stars5/5The Charisma Myth: How Anyone Can Master the Art and Science of Personal Magnetism (Intl Ed) Rating: 5 out of 5 stars5/5The Sociopath Next Door: The Ruthless Versus the Rest of Us Rating: 4 out of 5 stars4/5The Artist's Way at Work: Riding the Dragon: Twelve Weeks to Creative Freedom Rating: 4 out of 5 stars4/5The Catalyst: How to Change Anyone's Mind Rating: 5 out of 5 stars5/5Seeing What Others Don't: The Remarkable Ways We Gain Insights 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 stars5/5Without a Doubt: How to Go from Underrated to Unbeatable Rating: 4 out of 5 stars4/5Algorithms to Live By: The Computer Science of Human Decisions 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 Hard Thing About Hard Things: Building a Business When There Are No Easy Answers Rating: 5 out of 5 stars5/5Silva Mind Control Method Of Mental Dynamics Rating: 5 out of 5 stars5/5
Reviews for Get to Aha!
Rating: 5 out of 5 stars
5/5
1 rating0 reviews