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I’ve had the opportunity to read many business books but have yet to come across one that so succinctly and realistically outlines the path to business success through a compelling approach. Having led B2B marketing teams for more years than I care to admit, it’s refreshing to see the issues laid out with a step by step method of creating what every company wants: a highly differentiated and valued offering that meets a market need at a wonderful profit.
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.
“Even if you’re on the right track, you’ll get run over if you just sit there.”
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.
This is a wonderful guide to create your market dominance strategy. It’s clearly written and packed with helpful examples and case studies. What I liked best about it is that not only does it lay out the benefits of being the Go-To, it tells you in a simple step-by-step way HOW to get there. This is a must-read for anyone launching a new business or taking an existing one to the next level.
The nirvana for any marketer is market dominance through clear and sustainable differentiation… and Theresa's book Be the Go -To delivers a clear path on how to achieve this.
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.
I don't normally write reviews, but this book is worth the effort. I bought the Kindle version then decided to buy a print version so I can give a copy to a consulting engineer friend. I believe this book will be a useful reference for operating in a small consulting group and will help him further distinguish the value of his service.
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.
The timing of this book is fortunate. As businesses navigate the new normal, Ms. Lina provides valuable directions - a clear move away from linear decisions and underperforming results. This is the “go to” book. Bravo Zulu.
I've read a lot of very good business strategy books but none that inspire, motivate to action, and also lead you through very practical steps to implementation, as much this book does. The author practices what she preaches because this is the "go-to" book for market differentiation and dominance. As a bonus, it's an incredibly fun read. Lina's depth of experience shines through in the invaluable lessons-learned examples and realistic approaches to avoiding the commodity trap. I would highly recommend this to companies and organizations of any size, and individuals who want to rethink their contribution to the world, so that they are truly offering what they do best.
For those of us responsible for running a company, it is sometimes difficult to step back and see the big picture rather than focusing on the day to day operational details. This book helped me step back and look at my business from a strategic standpoint. All businesses want to be the "Go To" for their customers, but achieving that status is not easy. The author provides a step by step approach for a business to become the Go To for their customers, and it is presented clearly, concisely and with plenty of real life examples. It is a valuable addition to my library.
Theresa Lina writes a step by step approach on setting your self apart from the crowd in a competitive marketplace. She shares her personal successes and mistakes with examples from her career with start ups from the Silicon Valley. It’s an informative and entertaining read.
Guide to why and how you want to differentiate yourself from the competition. Applicable not only to startups but also stodgy CEOs of mature companies falling into a commodity pit (the me-to zone).
Chock full of examples and anectdotes to hold your attention. Complete with worksheets you can tailor to your own situation. Well worth the time for anyone thinking about their market strategy (so, most anyone running a business).