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Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition

Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition
Author: Andy Cunningham
Publisher: McGraw Hill Professional
ISBN: 1260031217
Pages: 256
Year: 2017-09-29
View: 797
Read: 984

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.

Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition

Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition
Author: Andy Cunningham
Publisher: McGraw-Hill Education
ISBN: 1260031209
Pages: 272
Year: 2017-10-13
View: 922
Read: 1115

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.

Positioning for Professionals

Positioning for Professionals
Author: Tim Williams
Publisher: John Wiley & Sons
ISBN: 0470877529
Pages: 208
Year: 2010-06-15
View: 572
Read: 822

It’s not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. Positioning for Professionals shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as: How and why professional service brands become homogenized Why standing for everything is the same as standing for nothing Why there’s no such thing as full service Deep and narrow as a strategic imperative Why it’s better to be a profit leader than a market leader Differentiation and price premiums How to map your brand on the matrix of relevance and differentiation How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, Positioning for Professionals is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.

The Art of Mopar

The Art of Mopar
Author: Tom Glatch
Publisher: Motorbooks
ISBN: 0760359717
Pages: 224
Year: 2017-09-01
View: 808
Read: 566

The history of Chrysler Corporation is, in many ways, a history of a company floundering from one financial crisis to the next. While that has given shareholders fits for nearly a century, it has also motivated the Pentastar company to create some of the most outrageous, and collectible, cars ever built in the United States. From the moment Chrysler unleashed the Firepower hemi V-8 engine on the world for the 1951 model year, they had been cranking out the most powerful engines on the market. Because the company pioneered the use of lightweight unibody technology, it had the stiffest, lightest bodies in which to put those most powerful engines, and that is the basic muscle-car formula: add one powerful engine to one light car. When the muscle car era exploded onto the scene, Chrysler unleashed the mighty Mopar muscle cars, the Dodges and Plymouths that defined the era. Fabled nameplates like Charger, Road Runner, Super Bee, 'Cuda, and Challenger defined the era and rank among the most valuable collector cars ever produced by an American automaker. Featuring cars from the incomparable Brothers' Collection, The Art of Mopar: Chrysler, Dodge, and Plymouth Muscle Cars celebrates these cars in studio portraits using the light-painting process perfected by Tom Loeser. It is the ultimate portrayal of the ultimate muscle cars.

Toward Truth, Freedom, Fitness, and Decency (Second Edition)

Toward Truth, Freedom, Fitness, and Decency (Second Edition)
Author: Mark W. Bitz
Publisher: Greenleaf Book Group
ISBN: 1626345260
Pages: 176
Year: 2018-09-25
View: 921
Read: 976

How did the United States lose its way? How are Americans doing relative to other people? What perspectives enable us to flourish? The first volume of the Flourish series, Toward Truth, Freedom, Fitness, and Decency is a compelling, thought-provoking look at the forces that shape our public policies and our culture. ​In this second edition, author Mark W. Bitz has updated and focused his investigation of winning practices and perspectives from around the world. He has identified the answers that can help readers bridge cultural divides and improve not only their personal effectiveness, but that of our nation. Bitz expertly illustrates where we have lost our way so that we can rediscover the winning path.

Ogilvy on Advertising in the Digital Age

Ogilvy on Advertising in the Digital Age
Author: Miles Young
Publisher: Bloomsbury Publishing USA
ISBN: 1635571472
Pages: 288
Year: 2018-01-16
View: 1244
Read: 1300

From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Radical Inclusion

Radical Inclusion
Author: Martin Dempsey, Ori Brafman
Publisher: Tom Rath
ISBN: 1939714125
Pages: 192
Year: 2018-03-06
View: 958
Read: 662

A WALL STREET JOURNAL BEST-SELLING BOOK NAMED BY THE WASHINGTON POST AS ONE OF THE 11 LEADERSHIP BOOKS TO READ IN 2018 Radical Inclusion: What the Post-9/11 World Should Have Taught Us About Leadership examines today’s leadership landscape and describes the change it demands of leaders. Dempsey and Brafman persuasively explain that today’s leaders are in competition for the trust and confidence of those they lead more than ever before. They assert that the nature of power is changing and should not be measured by degree of control alone. They offer principles for adaptation and bring them to life with examples from business, academia, government, and the military. In building their argument, Dempsey and Brafman introduce several concepts that illuminate both the vulnerability and the opportunity in leading today: Radical Inclusion. Fear of losing control in our fast-paced, complex, highly scrutinized environment is pushing us toward exclusion―exactly the wrong direction. Leaders should instead develop an instinct for inclusion. The word “radical” emphasizes the urgency of doing so. The Era of the Digital Echo. The speed and accessibility of information create “digital echoes” that make facts vulnerable, eroding the trust between leader and follower. Relinquishing Control to Preserve Power. Power and control once went hand in hand, but no longer. In today’s environment, control is seductive but unlikely to produce optimum, affordable, sustainable solutions. Leaders must relinquish and share control to build and preserve power. The principles discussed in Radical Inclusion are memorable and the book is full of engaging stories. From a young vegan’s confrontation with opponents in Berkeley to a young lieutenant’s surprising visitor during the Cold War, from a reflection on the significance of Burning Man to a discussion of challenges faced in the Situation Room, Radical Inclusion will provide you with leadership tools to address real leadership challenges.

The Book of Mistakes

The Book of Mistakes
Author: Skip Prichard
Publisher: Center Street
ISBN: 1478970936
Pages: 192
Year: 2018-02-06
View: 310
Read: 1192

Have you ever wondered why some people seem to catch all the breaks and win over and over again? What do the super successful know? What is standing between you and your wildest dreams? The Book of Mistakes will take you on an inspiring journey, following an ancient manuscript with powerful lessons that will transform your life. You'll meet David, a young man who with each passing day is more disheartened and stressed. Despite a decent job, apartment, and friends, he just feels hollow . . . until one day he meets a mysterious young woman and everything starts to change. In this self-help tale wrapped in fiction, you'll learn the nine mistakes that prevent many from achieving their goals. You'll learn how to overcome these hurdles and reinvent your life. This success parable is packed with wisdom that will help you discover and follow your personal purpose, push beyond your perceived capabilities, and achieve more than you ever dreamed possible. You'll find yourself returning again and again to a deceptively simple story that teaches actionable insights and enduring truths.

Disrupt

Disrupt
Author: Luke Williams
Publisher: FT Press
ISBN: 0134008111
Pages: 224
Year: 2015-09-22
View: 196
Read: 1199

&>Master a complete five-step program for identifying and executing on disruptive business opportunities! Now updated and even more effective, Luke Williams' Disrupt, Second Edition combines the design industry's most powerful "disruptive thinking" techniques with real business implementation discipline. Drawing on his pioneering experience innovating at the legendary frog design (and teaching innovation at NYU), Williams shows exactly how to generate and execute on a steady stream of disruptive strategies. Using updated examples and a book-length case study, Williams shows how the more unexpected an idea, the smaller the number of competitors, and the more successful the company that brings it to market. You'll walk through generating your disruptive hypothesis, defining your disruptive market opportunity, creating multiple disruptive ideas, shaping them into an actionable solution, and persuading key stakeholders to adopt or invest in your solution. Disrupt, Second Edition is for all entrepreneurs, product and marketing managers, R and D specialists, strategists, and senior executives seeking to create disruptive products, services, and customer experiences. It offers you a systematic and proven way to redefine your company's future, stun your industry, and leave your competitors scrambling to catch up.

The Facility Management Handbook

The Facility Management Handbook
Author: Kathy Roper, Richard Payant
Publisher: AMACOM
ISBN: 0814432166
Pages: 688
Year: 2014-07-23
View: 594
Read: 1087

Facility management is a multidisciplinary function requiring a deep knowledge of the entire business and physical planning cycle, including the buildings, infrastructure, and people. Technology systems, disaster recovery planning, zoning compliance, furnishings, recycling programs, grounds maintenance--it all falls under the facility management umbrella. The sheer scope of duties requires a far-reaching reference for staying abreast of the latest innovations and best practices. The Facility Management Handbook is that one essential book. Insightful overviews, case studies, and practical guidelines pave the way for successful planning, budgeting, real estate transactions, construction, emergency preparedness, security, operations, maintenance, and more. This thoroughly revised fourth edition examines cutting-edge technologies and includes new information on Building Information Modeling (BIM), contracting and project management methods, FASB and IASB requirements, distributed working, and sustainability reporting. Balancing an in-depth look at the fundamentals with a view toward what the future holds, the book is essential reading for every facility management professional.

The Way of the SEAL

The Way of the SEAL
Author: Mark Divine, Allyson Edelhertz Machate
Publisher: Penguin
ISBN: 1621451100
Pages: 208
Year: 2013-12-26
View: 668
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In the Way of the SEAL, ex-Navy Commander Mark Divine reveals exercises, meditations and focusing techniques to train your mind for mental toughness, emotional resilience and uncanny intuition. Along the way you’ll reaffirm your ultimate purpose, define your most important goals, and take concrete steps to make them happen. A practical guide for businesspeople or anyone who wants to be an elite operator in life, this book will teach you how to: · Lead from the front, so that others will want to work for you · Practice front-sight focus, the radical ability to focus on one thing until victory is achieved · Think offense, all the time, to eradicate fear and indecisiveness · Smash the box and be an unconventional thinker so you’re never thrown off-guard by chaotic conditions · Access your intuition so you can make “hard right” decisions · Achieve twenty times more than you think you can · and much more Blending the tactics he learned from America’s elite forces with lessons from the Spartans, samurai, Apache scouts, and other great warrior traditions, Divine has distilled the fundamentals of success into eight powerful principles that will transform you into the leader you always knew you could be. Learn to think like a SEAL, and take charge of your destiny at work, home and in life.

Brand Relevance

Brand Relevance
Author: Aaker
Publisher: John Wiley & Sons
ISBN: 0470922591
Pages: 400
Year: 2010-12-15
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Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

The Business of Persuasion

The Business of Persuasion
Author: Harold Burson
Publisher: RosettaBooks
ISBN: 0795350449
Pages:
Year: 2017-10-03
View: 674
Read: 413

Much as Ogilvy wrote the bible on advertising, Burson has written the must-read book for the public relations industry. Harold Burson, described by PR Week as “the [20th] century’s most influential PR figure,” is perhaps the most recognized name in the industry today. The 96-year-old founder of PR giant Burson-Marsteller has had an incredible 70-year career, in which he built a global enterprise from a one-man consulting firm. In this illuminating and engaging business memoir, Burson traces his career from studying at Ole Miss to serving in World War II, reporting on the Nuremburg trials, and joining with Bill Marsteller. Together, he and Marsteller made history in a new venture that would grow to be one of the biggest public relations companies in the world, with over 60 offices on six continents. By way of personal and professional examples, Burson shows readers what public relations really entails—its challenges, methodologies, and impacts. His anecdotes on PR challenges like the “Tylenol crises,” the removal of confederate flags from Ole Miss, and the introduction of “New Coke” illustrate Burson’s time-tested tenets of great PR and crisis management. He interweaves iconic moments from the history of public relations into his story, making this a priceless and fascinating guide for professionals in any industry. Public relations is practiced not only by every institution, but also by every individual. Throughout his ground-breaking career, which Burson describes as “a series of defining moments,” Burson set standards for corporate and individual behavior, insisting upon corporate social responsibility, product excellence, and unabated integrity. His legacy has shaped generations, and will shape many more to come.

Angular Development with Typescript

Angular Development with Typescript
Author: Yakov Fain, Anton Moiseev
Publisher: Pearson Professional
ISBN: 1617295345
Pages: 568
Year: 2018-06-28
View: 1230
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This practical book covers real-world development concerns like state management, data and views, user interaction with forms, and communicating with servers, as well as testing and deploying your applications. This new edition has been fully revised to cover the latest Angular CLI along with current best practices and updates to Angular 6. Angular Development with Typescript, Second Edition is an intermediate-level tutorial that introduces Angular and TypeScript to developers comfortable with building web applications using other frameworks and tools. You'll start by exploring what makes Angular different by building an online auction app. As you move through the chapters, you'll explore TypeScript as you learn to write type-aware classes, interfaces, generics, and more. Purchase of the print book includes a free eBook in PDF, Kindle, and ePub formats from Manning Publications.

Winter Skills

Winter Skills
Author: Andy Cunningham, Allen Fyffe
Publisher:
ISBN: 0954151135
Pages: 272
Year: 2006-12-01
View: 825
Read: 767

Written by a mountain guide and a mountaineering instructor, this book's functional design with easy-reference, colour-coded pages and full colour images make it an indispensable guide to the skills required for winter walking and climbing.

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