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Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It Paperback – May 21, 2020
Enhance your purchase
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!
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- Publisher : Lioncrest Publishing (May 21, 2020)
- Language : English
- Paperback : 380 pages
- ISBN-10 : 1544514352
- ISBN-13 : 978-1544514352
- Item Weight : 1.06 pounds
- Dimensions : 5.5 x 0.96 x 8.5 inches
- Best Sellers Rank: #450,715 in Books (See Top 100 in Books)
- Customer Reviews:
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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.