Get to Aha!

About the Author

Andy Cunningham is a renowned marketing strategist and the founder of Cunningham Collective, a marketing, brand strategy, and communication firm. With decades of experience, Andy has played a pivotal role in the launch of numerous technological innovations, including video games, personal computers, desktop publishing, and software as a service. Her expertise in creating and executing marketing, branding, and communication strategies has significantly accelerated growth, increased shareholder value, and advanced corporate reputation for many organizations. Andy's work focuses on helping companies discover their positioning DNA, a concept central to her book, Get to Aha!

Main Idea

Get to Aha! by Andy Cunningham provides a comprehensive framework for companies to discover and leverage their positioning DNA to establish a strong and authentic market presence. The book argues that before diving into branding, companies must first understand their core identity—who they are and why they matter. By identifying their corporate DNA, companies can align their positioning and marketing strategies to resonate authentically with their target audience, thus achieving a competitive advantage. The book categorizes companies into three types—Mothers (customer-oriented), Mechanics (product-oriented), and Missionaries (concept-oriented)—and explains how understanding and utilizing this DNA can lead to market dominance.

Table of Contents

1. Introduction
2. The Principles of Positioning
3. Understanding Corporate DNA
4. The Three DNA Types
5. Developing a Positioning Statement
6. Message Architecture
7. Activating Your Positioning
8. Case Studies
9. Conclusion

Introduction

In the introduction, Andy Cunningham sets the stage for the importance of positioning in the marketing landscape. She emphasizes that positioning must precede branding and that understanding a company's core identity is critical to creating a sustainable and competitive market position. By exploring the foundational concepts of positioning, the introduction prepares readers to delve deeper into the methodology and principles outlined in the book.

The Principles of Positioning

Cunningham begins by exploring the fundamental principles of positioning. She references Ries and Trout's definition of positioning from 1969:

"Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the prospect." - Ries and Trout

Positioning, according to Cunningham, is a rational expression of a company's unique role and relevance in the market. This rational understanding must precede the emotional aspects of branding, which includes logos, color palettes, and customer experiences.

Cunningham argues that many companies make the mistake of equating positioning with branding, leading to ineffective market strategies. To truly position a company effectively, leaders must understand their corporate DNA—what their company does at its core, the value proposition to customers, and how it stands in relation to competitors.

Understanding Corporate DNA

Corporate DNA is the core instruction set that informs a company's actions and outcomes. Just like human DNA, corporate DNA reflects the company's creators, environment, obstacles, and strengths. Cunningham categorizes companies into three DNA types: