In this episode of the Category Creation series, we talk to Andy Cunningham, author of Get to Aha! and founder and president at Cunningham Collective. Andy has played a key role in launching tech products over her multi-decade career, including the Apple Macintosh. In our interview, we discuss why positioning is so important (especially for category creators) and we break down Andy's unique approach to uncovering your company's DNA. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in < 1 minute. :)