Be the Go-To

About the Author

Theresa M. Līna is a seasoned strategist and Silicon Valley thought leader with over two decades of experience. She is the CEO of Līna Group, Inc., a company specializing in market dominance strategy. Līna has been associated with Stanford University since 2006 and has served as chief strategy and marketing officer for multiple tech startups. Her career began at Accenture, where she played a pivotal role in founding and growing the firm’s communications industry group into a multibillion-dollar business unit. Theresa is also a prominent speaker and workshop leader on topics including strategy, market leadership, innovation, and technology.

Main Idea

"Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It" by Theresa M. Līna is a comprehensive guide to achieving market dominance. Līna draws parallels between successful businesses and the Apollo lunar mission, emphasizing strategic focus and execution. The book provides detailed tactics for overcoming commoditization, establishing a Go-To brand, and maintaining market dominance. By following Līna's strategies, companies can achieve competitive differentiation, enhanced brand image, and superior customer results at premium prices.

Table of Contents

1. Introduction
2. Commoditization is Enemy #1
3. Remedy: Be the Go-To Solution for a Market Problem
4. What a Go-To Brand Does Differently
5. The Apollo Method for Market Dominance
6. Launch Phase
7. Ignite Phase
8. Navigate Phase
9. Accelerate Phase
10. Your Flight Plan

Introduction

The book begins by exploring the notion of market dominance, comparing it to the United States' successful Apollo lunar mission. Līna emphasizes that successful companies, like the Apollo mission, rally all necessary players around a clear goal, manage programs and processes efficiently, and continuously engage with their audience. The key is to offer full solutions to customers' problems, not just products or services. This approach not only satisfies customers but also secures a dominant market position.

"Somehow, certain companies succeed at becoming and remaining dominant ‘go-to’ brands, able to command high prices relative to the competition, while others languish as me-too providers." - Theresa M. Līna

Commoditization is Enemy #1

Commoditization poses a significant threat to businesses as it drives down prices and squeezes profit margins. Līna advises companies to regularly evaluate their gross margins and compare them with industry standards. By understanding these metrics, businesses can determine how to increase the value of their offerings and improve operational efficiency to reduce costs.

Key questions to consider include:

• What financial difference would it make to double your gross margins?
• What could you achieve that you currently cannot?

Addressing these questions helps businesses focus on enhancing value to justify higher prices and investing in growth, research and development, and employee training.

"The most critical competitive threat to most companies is commoditization in the eyes of customers and the market as a whole, which then puts downward pressure on prices customers are willing to pay." - Theresa M. Līna

Remedy: Be the Go-To Solution for a Market Problem

Becoming the Go-To company means being the first choice for customers with a specific problem. Such companies can command premium prices, attract top-tier clients, and maintain healthy margins. The goal is to be so unique and superior in addressing a market need that customers seek you out and are willing to pay a premium for your solutions.

Characteristics of a Go-To brand include:

• Turning away work when necessary
• Setting their own terms
• Having prospects compete for their business

"A Go-To sometimes turns work away. It names its terms. Prospects may even compete for its business, not the other way around." - Theresa M. Līna

What a Go-To Brand Does Differently

Go-To brands follow specific strategies that set them apart from me-too companies. These strategies include:

• Maniacal Focus: Focusing intensely on a central theme and market before expanding.
• Obsession with Expertise: Being deeply knowledgeable in their area of expertise.
• Higher Purpose: Aiming to own a market problem and providing a comprehensive solution.
• Prescriptive Point of View: Advocating a unique perspective on the problem with conviction.
• Solution-Oriented: Offering more than just products or services; providing complete solutions.
• Adaptability: Constantly adjusting to market changes and customer needs.
• Less-is-More Approach: Focusing on delivering quality over quantity.

"These qualities and actions are what can separate you as a Go-TO from the me-toos." - Theresa M. Līna

The Apollo Method for Market Dominance

The Apollo Method for Market Dominance is a four-phase process that helps companies achieve and maintain Go-To status: