Book Review
In her book, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It, author, thought-leader and strategist, Theresa M. Līna 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.
Author, thought-leader and strategist, Theresa M. Līna, believes that if customers are failing to see what sets your brand apart, pushing your prices (and margins) down, then you need help to escape the commodity trap. Healthy prices and profits are a company’s lifeblood, critical for funding current operations and future growth. Yet too many businesses look alike and are then forced to compete on price alone. Instead, they should aim for clear, sustainable differentiation, owning the market as the enduring Go-To brand. In her book, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It, Theresa uses her four pillars of sustainable differentiation to help you to call your own moonshots and dominate markets for highly profitable growth.
Author Quotes
Somehow, certain companies were each succeeding at becoming and remaining the dominant Go-To brand, able to command high prices relative to the competition, while everyone else languished as me-too providers.
You’ll learn how to build momentum in the marketplace around your point of view and solutions the way successful companies have done it; the way political campaigns build awareness and support for their candidates; and the way musicians build a following.
This book is for you if your company operates in a highly competitive market full of me-toos. It’s for you if your company is having trouble differentiating from the competition and is competing on price.
About the author
Theresa M. Līna has over twenty years of experience as a recognized Silicon Valley thought leader and strategist. She is the CEO of Līna Group, Inc., which specializes in market dominance strategy, and has been involved at Stanford University since 2006. She has served as chief strategy and marketing officer for several technology startups, has advised hundreds of companies, and began her career at Accenture, where she helped found, lead, and grow the firm’s communications industry group, now a multibillion-dollar business unit. Theresa is a frequent speaker and workshop leader on strategy, market leadership, innovation, and technology topics.
Why LoA loves it…
One of the secrets to business success is learning how to make your business and brand stand out from the crowd, no matter how congested the marketplace might be. Author and strategist, Theresa M. Līna, knows just how to achieve that goal, and in her book, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It, she shares her insights and experience to help you do the same. 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! — Melanie Hawken, founder & ceo, Lionesses of Africa