Title
Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition,Used
Delivery time: 8-12 business days (International)
From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominanceAndy Cunningham has been at the forefront of tech and innovation since day one, and shes 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 worldclass brands are built on. Too many business leaders fail to ask the most basic questions about their companyWho 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 customeroriented, Mechanics are productoriented, and Missionaries are conceptorientedand its absolutely critical for business leaders to know which type their company is to create an authentic and ultimately sticky position in the market. A companys 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 wont 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 stepbystep framework that will help you determine your companys precise position in the marketing landscape, using Andys DNAbased 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 statementa rational, factual statement about your companys 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.
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⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
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Shipping & Returns
Shipping
We ship your order within 2–3 business days for USA deliveries and 5–8 business days for international shipments. Once your package has been dispatched from our warehouse, you'll receive an email confirmation with a tracking number, allowing you to track the status of your delivery.
Returns
To facilitate a smooth return process, a Return Authorization (RA) Number is required for all returns. Returns without a valid RA number will be declined and may incur additional fees. You can request an RA number within 15 days of the original delivery date. For more details, please refer to our Return & Refund Policy page.
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Warranty
We provide a 2-year limited warranty, from the date of purchase for all our products.
If you believe you have received a defective product, or are experiencing any problems with your product, please contact us.
This warranty strictly does not cover damages that arose from negligence, misuse, wear and tear, or not in accordance with product instructions (dropping the product, etc.).
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Frequently Asked Questions
- Q: What is the main focus of 'Get to Aha!'? A: 'Get to Aha!' focuses on helping companies establish their positioning in the market by identifying their unique DNA. It provides a framework for understanding how to create a strong brand identity based on a company's core essence.
- Q: Who is the author of 'Get to Aha!'? A: The author of 'Get to Aha!' is Andy Cunningham, a marketing strategist known for her work with Steve Jobs and her expertise in product positioning and branding.
- Q: What are the three types of company DNA discussed in the book? A: The book discusses three types of company DNA: Mothers (customer-oriented), Mechanics (product-oriented), and Missionaries (concept-oriented). Each type requires a different approach to positioning in the market.
- Q: How does 'Get to Aha!' help businesses? A: 'Get to Aha!' helps businesses by providing a clear step-by-step framework to determine their market position. This includes performing genetic testing on the company and developing a positioning statement to guide branding and marketing strategies.
- Q: What is meant by 'genetic testing' in the context of this book? A: 'Genetic testing' in the context of 'Get to Aha!' refers to the assessment process that companies undergo to identify their unique positioning DNA and understand their role in the market.
- Q: Is 'Get to Aha!' suitable for new startups? A: Yes, 'Get to Aha!' is suitable for new startups as it provides foundational insights into positioning that can help them establish a clear identity and competitive advantage from the outset.
- Q: What is the publication date of 'Get to Aha!'? A: 'Get to Aha!' was published on October 13, 2017.
- Q: How many pages does 'Get to Aha!' have? A: 'Get to Aha!' contains a total of 272 pages.
- Q: What type of binding does 'Get to Aha!' have? A: 'Get to Aha!' is available in hardcover binding, which is designed for durability and longevity.
- Q: Can 'Get to Aha!' help established businesses? A: 'Get to Aha!' can definitely help established businesses by offering new insights into their positioning and helping them realign their branding strategies for continued relevance in a competitive market.