Sign-In
Cart
Get to Aha! (Pb)
Paperback
ISBN13: 9781265773748
Publisher: McGraw-Hill Companies
Published: Jun 10 2023
Pages: 272
Weight: 0.81
Height: 0.58 Width: 6.00 Depth: 9.00
Language: English
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.
Also in
Marketing
Dummies Guide to Starting Your Own Business: Essential Steps to Launching and Scaling a Successful Small Business Venture
Press, Essywrites
Paperback
Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering
Gladwell, Malcolm
Paperback
Brought to You by: How Corporations Warped the Truth, Conned the Public, and Broke Democracy
Westervelt, Amy
Hardcover
Stupider People Have Done It: Marketing Truths, Career Moves, and Life Advice for Doers
Schwedelson, Jay
Hardcover
Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
Ross, Aaron
Tyler, Marylou
Hardcover
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Hardcover
Ofertas de $100M: Cómo presentar ofertas tan buenas que la gente sienta que es estúpida si dice que no
Hormozi, Alex
Hardcover
Prospectos de $100M: Cómo conseguir que los desconocidos quieran comprar lo que vendes
Hormozi, Alex
Paperback
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers
Moore, Geoffrey A.
Paperback
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Sutherland, Rory
Paperback
The AI Edge: Sales Strategies for Unleashing the Power of AI to Save Time, Sell More, and Crush the Competition
Blount, Jeb
Iannarino, Anthony
Hardcover
The Currencies of Wellness: A Field Guide to the Unexpected Ways Brands Can Shape Everyday Well-Being
Nichols, Tricia
Paperback
The Million-Dollar Financial Services Practice: A Proven System for Becoming a Top Producer
Mullen Jr, David J.
Paperback
Odds Are It's Marketing: A Practical Guide to Spotting Trends, Building Strategy, and Driving Growth
Ling, Shanise
Paperback
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
Moore, Geoffrey A.
Paperback
Yes!: 50 Scientifically Proven Ways to Be Persuasive
Martin, Steve J.
Cialdini, Robert
Goldstein, Noah J.
Paperback
Clean Winners: Sustainability Strategy That Puts Customers First
Challagalla, Goutam
Dalsace, Frederic
Hardcover
Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
Tyler, Marylou
Ross, Aaron
Paperback
Cold Calling Sucks (And That's Why It Works): A Step-by-Step Guide to Calling Strangers in Sales
Farrokh, Armand
Cegelski, Nick
Paperback
The 1-Page Marketing Plan: Get New Customers, Make More Money, and Stand Out from the Crowd
Dib, Allan
Paperback
How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands
Sharp, Bryon
Romaniuk, Jenni
Hardcover
Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering
Gladwell, Malcolm
Hardcover
El año de 12 semanas: Logra en 12 semanas lo que otros hacen en 12 meses
Moran, Brian P.
Lennington, Michael
Paperback
The AI Marketing Canvas, Second Edition: A Five-Step AI Plan for Marketers
Venkatesan, Rajkumar
Lecinski, Jim
Paperback
Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it
Dunford, April
Paperback
Sales Truth: Debunk the Myths. Apply Powerful Principles. Win More New Sales.
Weinberg, Mike
Paperback
2024 Ultimate Guide To E-commerce Growth: 7 Unexpected KPIs To Scale An E-commerce Shop To $10 Million Plus
Hammersley, Ian
Hammersley, Mark
Paperback
The Leader's Brain, Updated and Expanded: Unlock Peak Performance in Work and Life with Neuroscience
Platt, Michael
Paperback
What Would Tequila Do?: The Playbook For Thriving Despite Corporate Bullshit. 52 Shots. No Filler.
Campher, Henk
Paperback
Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding
Meyerson, Rob
Wheeler, Alina
Hardcover
Blue Ocean Strategy, Enhanced Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
Kim, W. Chan
Mauborgne, Renée
Hardcover
Get Clients Now! (Tm): A 28-Day Marketing Program for Professionals, Consultants, and Coaches
Hayden, C.
Paperback
Satisfaction: How Every Great Company Listens to the Voice of the Customer
Denove, Chris
Power, James
Paperback
How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and Reach Your Marketing Goals
Westwood, John
Paperback
The Human Element: Overcoming the Resistance That Awaits New Ideas
Schonthal, David
Nordgren, Loran
Hardcover
The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
Ries, Laura
Ries, Al
Paperback
Haciendo que el Primer Círculo Funcione: La base para la duplicación en el mercadeo en red
Gage, Randy
Paperback
Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond
Underhill, Paco
Paperback
Be a Sequoia, Not a Bonsai: The Seven Growth Secrets of the World's Most Successful Companies
Darveau-Garneau, Nicolas
Hardcover
Marketing 7.0: A Guide for Thinking Marketers in the Age of AI
Setiawan, Iwan
Kotler, Philip
Kartajaya, Hermawan
Hardcover
Trust Is the Strategy: Building Your Law Firm's Brand With Integrity
Amarir, Molly
Hargroder, Megan
Paperback
Sales EQ: How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal
Blount, Jeb
Hardcover
Day Trading Attention: How to Actually Build Brand and Sales in the New Social Media World
Vaynerchuk, Gary
Hardcover
$100M Offers Summary and Workbook: How To Make Offers So Good People Feel Stupid Saying No
Hormozi, Alex
Hardcover
Focus: How to Plan Strategy and Improve Execution to Achieve Growth
Mittal, Vikas
Sridhar, Shrihari
Hardcover
Storybrand 2.0 Edición Actualizada: Clarifica Tu Mensaje Y Los Clientes Escucharán
Miller, Donald
Paperback
Digital Threads: The Small Business and Entrepreneur Playbook for Digital First Marketing
Schaffer, Neal
Paperback
The Best Attorney Never Wins: Why Great Lawyers Go Broke and Average Ones Build Empires
Perone, Angelo
Hardcover
High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results
Hunter Csp, Mark
Paperback
The Experience Economy, with a New Preface by the Authors: Competing for Customer Time, Attention, and Money
Pine II, B. Joseph
Gilmore, James H.
Hardcover
The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand
Walter, Ekaterina
Gioglio, Jessica
Paperback
The Youtube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue
Eves, Derral
Hardcover
Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it
Dunford, April
Hardcover
Takeaways: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional
Whitt, Marc C.
Hardcover
Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
Whitman, Drew Eric
Paperback
Hbr's 10 Must Reads on Marketing, Updated and Expanded (Featuring Marketing Myopia by Theodore Levitt)
Review, Harvard Business
Levitt, Theodore
Reichheld, Fred
Paperback
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Bastien, Vincent
Kapferer, Jean-Noël
Hardcover
When in Doubt, Make Applesauce! Core Habits of the Masterful Public Relations Professional
Whitt, Marc C.
Hardcover
Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitabilit
Raju, Jagmohan
Zhang, Z.
Paperback
Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business
Hall, Kindra
Hardcover
The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
Ries, Al
Trout, Jack
Paperback
No B.S. Guide to Making Them Believe: How John R. Brinkley Used His 21 Lost Marketing Secrets to Build a Notorious Medical Empire and Make Millions
Kennedy, Dan S.
Kessler, Chip
Paperback
How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients
Fox, Jeffrey J.
Hardcover
Get Found: The No-Fluff Guide to Ranking Higher and Becoming Your Customers' First Choice
Diamante, Matt
Paperback
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Paperback
Obvious Adams (Special Edition): The Story of a Successful Businessman
Updegraff, Robert Rawls
Paperback
Wholesale MBA: How to Sell Consumer Goods to Distributors, Retailers, and Consumers
Olson, Jorge S.
Piancone, Sandro
Paperback
Agent-Powered Growth: Deploy AI Agents That Build Your Marketing Pipeline 24/7
Sjouwerman, Stu
Hardcover
Design Research Mastery: How to Lead Research That Builds Buy-In and Great Products
Fortier, Sara
Paperback
Trust Me, I'm Lying: Confessions of a Media Manipulator (Large Print Edition)
Holiday, Ryan
Paperback
AI-Powered Content Marketing and SEO: Impact, Risks, and Strategies for Brands
Seda, Catherine
Halasz, Jenny
Paperback
The Best Story Wins: How to Leverage Hollywood Storytelling in Business and Beyond
Luhn, Matthew
Paperback
Any Insights Yet?: Connect the dots. Create new categories. Transform your business.
Kocek, Chris
Paperback
The Multiply Method: Simple Systems for Building a Solid, Sustainable Network Marketing Team
Robbins, Sarah
Hardcover
Build Your Beverage Empire - Third Edition: Start Your New Beverage Business
Olson, Jorge S.
Paperback
For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be
Collins, Marcus
Paperback
Pick Up the Phone and Sell: How Proactive Calls to Customers and Prospects Can Double Your Sales
Goldfayn, Alex
Hardcover
It's Not About You: Winning New Business In A Crowded Agency World
Boehler, Stephen
Boehler, Robin
Paperback
Get Together: How to Build a Community with Your People
Sotto, Kai Elmer
Richardson, Bailey
Huynh, Kevin
Hardcover
No B.S. Marketing to the Affluent: No Holds Barred, Take No Prisoners, Guide to Getting Really Rich
Kennedy, Dan S.
Fischer, Martin J.
Paperback
Story Business: Why Stories Rule the World and How They Can Reinvent Your Business
McMahon, Gavin
Paperback
How to Write an Exceptional Business Plan: A Step-by-Step Guide to Winning Investors, Lenders, and Success
Cheeks, Ashley
Paperback
The Visible Expert Revolution: How to Turn Ordinary Experts into Thought Leaders, Rainmakers and Industry Superstars
Feldman, Karl
Frederiksen, Lee
Harr, Elizabeth
Paperback
Valuable and Visible: Redefining Personal Branding by Leading with Impact Over Image
Errecarte, Vanessa
Hardcover
The Youtube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue
Eves, Derral
Hardcover
$100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff
Hormozi, Alex
Paperback
Sponsor Magnet: How to Attract, Price, & Execute Your Dream Brand Partnerships
Moore, Justin
Paperback
Objections: The Ultimate Guide for Mastering the Art and Science of Getting Past No
Blount, Jeb
Hardcover
The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things
Hamilton, Ryan
Wilson, Annie
Hardcover
Empower Your Marketing: Master the Basics, Stop Wasting Money, and Fast Track Your Growth
Awwa, Sacha
Paperback