Andy Cunningham, the author of the game-changing book "Get to "Aha!: Discover Your Positioning DNA and Dominate Your Competition," has been a force to be reckoned with in the marketing and branding world for decades developing strategies for cutting edge companies and technologies. Cunningham not only started her own company Cunningham Collective, she was there with Steve Jobs early in the game helping him launch the original Apple Macintosh. Besides working with Jobs and Apple she has helped other high profile companies, like Pixar and Atari, get to "aha!" and launch a variety of products including clean tech, mobile apps, display technology, and video games. With her bestselling book, Andy wants to help everyone succeed by finding their own Aha moment. "Aha!: Discover Your Positioning DNA and Dominate Your Competition" is a must read for anyone looking for an effective strategies to not only up their game but reach their goals and go beyond them.
Andy Cunningham's Get to "Aha is filled with detail and true grit that only a seasoned professional can convey to those looking to succeed in business. This is simply a must have at any university or college looking to enhance the mindset of students across the corporate business world today.
Book Link https://amzn.to/2UsEVTW
Having read your book I have no doubt that when people are done reading it they have the tools they need to take their brand to the next level. While writing it did you learn anything new about yourself?
I think I learned three very important things about myself. First, I learned that my approach to positioning brands for success was actually a pretty structured process and that it could, in fact, be recorded in such a way as to share with other people struggling to define their brands in a very noisy market. Second, I learned that I could fit all the writing, rewriting, editing, and proofing into my busy life if I had a partner in the process. I was lucky enough to find Silicon Valley Press to help me identify such a partner in Lauren Cuthbert. She made me speak in plain English, she rewrote my convoluted sentences, she developed copy that I hadn't thought of and she was the other half of my brain the whole time. And finally, I discovered my purpose in life: to help companies find their way. It's not very sexy, but it gives me great joy to work with companies to discover their DNA and use it to win.
For a minute I want to pretend I haven't read your book and had my mind blown by some of your strategies. If I want to up my game when it comes to my branding what is the most important thing I can do?
The most important thing anyone can do to up their game with regard to their brand-personal or corporate-is to examine who you are or who your company is at the core. What is your DNA and how can you leverage it for the success you desire? What are the assets you can corral for a new relevance? Why is now special for you or your company? Basically, know what you're made of so you can make something of it.
At the end of a busy work week, what do you do to unwind and relax?
On Friday nights, I love a good glass of wine, some music in the background and my family around me talking about anything and everything. I also like to sleep late on Saturdays and go for a nice long run when I get up.
Steve Jobs was a genius but in the early years, they say he was hard to work with, so I have to ask how did you handle that aspect of his personality?
Steve was a very special person. He could make you do things you never thought possible. He could stretch you beyond your wildest imagination to perform miracles within your area of expertise. It wasn't pleasant, but if you could see the gift he was giving you, you persevered and came out the other side a better person. Those of us who worked closely with him were constantly amazed at the work we were doing-at what we were accomplishing. It was the greatest gift.
I'm sure you are approached all the time by fans of your book. What is the most exciting or interesting feedback you have received from someone who read your book?
My 21-year-old son read my book as soon as it was available and wrote a really nice Amazon review. To me, that was the most exciting feedback I got. But I never tire of hearing people say that my book helped them understand their organization better and illuminated their path forward. They tell me they got to aha! with my process. It's so gratifying to offer some clarity on a topic that often seems so obfuscated.
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