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Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It Kindle Edition
Theresa M. Līna will help you escape the commodity trap.
In Be the Go-To, Theresa reveals a groundbreaking, step-by-step approach called the Apollo Method for Market Dominance. It’s a detailed, pragmatic recipe for becoming your market’s Go-To brand, brought to life through fascinating, behind-the-scenes stories from the Apollo Space Program, Tesla, Disney, Apple, Lego, Salesforce, Amazon, REI, and more.
Use her four pillars of sustainable differentiation to call your own moonshots and dominate markets for highly profitable growth. If you want to drive game-changing solutions into your markets and deliver results that have customers flocking to you, this entertaining and well-researched strategy playbook will help you develop your own plan for becoming the Go-To!
--Skip Battle, senior fellow, The Aspen Institute, and past or present board member at Netflix, LinkedIn, Workday, Expedia, FICO, OpenTable, and others
"Learn how to stop competing on price and leaving money on the table. Finally, there's a book that offers a simple path to higher revenues and gross margins."
--Steve Blank, Silicon Valley thought leader, and author of The Four Steps to the Epiphany
"I've personally learned so much from Theresa about how to achieve and sustain differentiation and market leadership, and I am so glad that she is sharing her vast wisdom on strategy with the world. This book brilliantly shows what it means to be the "go-to" in a crowded marketplace, using compelling examples that really bring the ideas to life."
--Tina Seelig, PhD, Professor of the Practice, Stanford University, and author of What I Wish I Knew When I Was 20
"In today's fast-changing world, strategic planning must happen on a daily basis and be a core skill and language that everyone in your organization shares. Theresa's Apollo Method for Market Dominance builds on what we did together at Accenture, and will provide a foundation for your collective pursuit of sustainable market leadership."
--Al Burgess, founder and former global managing partner, Communications Industry Group, Accenture
"Theresa's book is a goldmine of advice and practical techniques written by a strategy and marketing guru. It should be required reading for all executives and their teams responsible for profitable growth."
--Peggy Burke, founder of legendary Silicon Valley digital branding agency, 1185 Design
"In her timely, highly readable new book, Theresa shares proven, actionable insights for becoming a high-value provider, transcending the trap of lowest price competition. In today's environment, where mediocrity is lethal, the approaches outlined here can help every member of your organization participate in establishing your company as the go-to brand."
--James Strock, author of Serve to Lead
"Using illuminating stories from the Apollo Space program, Accenture, Disney, Apple, Tesla, Amazon, and others, Theresa shares her framework for establishing sustainable market leadership. Business leaders will appreciate her spot-on insights, fun writing style, and focus on results."
--Anneke Seley, coauthor of Sales 2.0 and Next Era Selling
"Theresa mashes business case studies and personal anecdotes into engaging lessons about how to distinguish your brand, add value to your offerings, and earn financial rewards. This book offers turn-by-turn insights to help you reach your business goals."
--Stuart Gannes, Silicon Valley startup board member, and former associate editor of Fortune Magazine
"People throughout Silicon Valley know it. And now everyone else will know it. Theresa has one of the most strategic and creative minds you'll ever encounter. It's about time she shared some of her techniques and research with the rest of us! The stories alone make this book a page-turner, but Theresa's practical, step-by-step approach to brand preeminence also makes it an invaluable tool for the entire company."
--Marilyn Schlitz, PhD, social science academic and researcher, filmmaker, and author of Living Deeply
About the Author
- ASIN : B088RKV1WF
- Publisher : Lioncrest Publishing (June 2, 2020)
- Publication date : June 2, 2020
- Language : English
- File size : 8468 KB
- Simultaneous device usage : Unlimited
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Print length : 388 pages
- Lending : Enabled
- Best Sellers Rank: #89,642 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
About the author
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How many times have we in marketing been in the position of promoting a solution with little to no differentiation? Sales teams are launched into the market without the basic tools that drive a successful sale – value and differentiation. It is the marketer’s nightmare!
This book is full of practical advice and real-life stories to ensure you don’t fall into that trap. Some of my favorite content includes:
• Action Items at the end of every chapter: A field-ready guide to applying the principles of that topic.
• 12 Questions to assess if you are the “Go-To” for your market.
• Becoming the “Go-To” using the step by step approach of the Apollo Method.
This book should not be limited to marketing executives but would serve every title across management teams. The lessons outlined here could, at minimum, force the hard questions every company should be asking and could well reshape your entire go to market approach.
I especially enjoyed this Will Rogers quote in Lina’s compelling book, which not only provides a roadmap of how *not* to get run over, but step-by-step instructions to get a business on that right track in the first place and become a “Go-To”.
Lina’s method, based on the Apollo space program, is supported by cases and extensive experience. I learned specific, clear, and concise details on how businesses distinguish themselves. The recap, action items, and worksheet section at the end of each method chapter were particularly useful to help focus my thinking.
Ranging from fan clubs of businesses like Apple and Harley Davidson to the thought leadership of companies like Salesforce, I got insights on practices of industry leaders. She defines numerous components of successful companies, including an enlightening narrative about an educational entertainment business she started. She also doesn’t flinch from noting what hasn’t worked for her (and others) such as only listening to positive comments when instead a “Tell us everything that’s wrong with this” conversation would have saved time and money, or when not gathering enough internal support at a cloud infrastructure startup proved “disastrous”. The anecdote of her first sailing in the San Francisco Bay was a fun way to clarify some of the adjustments necessary to avoid capsizing in industry.
With a combination of conversational storytelling and thoroughly researched methods, Lina’s book looks like the “Go-To” for business dominance.
As a 25+ year technology marketer, the idea and advantages of being the ‘Go-To’ resonates more than ever in 2020 with crowded markets and the constant challenge to differentiate solutions. Be the Go-To is peppered with Theresa’s learnings from hundreds of clients she’s advised during her career on how to achieve sustainable differentiation and it’s combined with an action play-book and Theresa’s secret sauce - the Apollo Method which changes how you look at differentiating your company’s products/solutions.
I highly I recommend Be the Go-To across all marketing roles and I've purchased the book for my team too.
This is the “go to” book. Bravo Zulu.
As a NASA retiree, I particularly enjoyed the tie-in to the Apollo program! Ms. Lina has put together a well-written guide to help professionals at all levels distinguish themselves and/or there companies from the competition. The reader can certainly tell the content was well researched and comes from someone that has experienced the trenches of modern business. Whether you are a young gun just starting out or an experienced old-timer like me this book might just become your "go-to" reference for taking your career or company to the next level.