Being a marketer through and through, I’m always interested in market feedback and input. So I’m going to start publishing pieces of my book on the blog for your comments and input. Below are a draft synopsis and table of contents. The bullseye audience for the book is executives responsible for the profitable growth of certain types of companies – those that are prone to commoditization, because customers can’t easily see, touch or experience the offering’s points of differentiation prior to the sale. These include B2B professional or technology services, technology-based products, innovative offerings, or intangible offerings rooted in expertise (e.g., professional services, educational services). Technology entrepreneurs will find it very useful. There are lots of other audience categories the book applies to – if you aren’t the prime target but are trying to stand out in a crowded field and avoid competing on price, read on in case you can relate and benefit from the insights.
Why are seemingly excellent products or services forced to compete on price as me-too commodities, while other offerings have strong brand equity, command premium prices, and stand out as the Go-To in their markets – the first name that comes to mind for customers as the superior option? They leverage the four pillars of differentiation to uniquely brand themselves and delivery superior value. Through extensive research and 25 years of personal experience working with both Go-Tos and Me-Toos as a practitioner and consultant, the author has noticed a pattern of what the Go-Tos do differently, particularly when a company’s offerings are rooted in technology, innovation, or intellectual expertise. She lays out these four pillars as a step-by-step strategic marketing framework called the Apollo Method for Market Dominance™, named for the Apollo Space Program, the ultimate against-all-odds success story under circumstances paralleling those of competitive markets. Sharing numerous examples and practical how-to tips, the author says that nearly every company can use the four pillars of differentiation to call its own “moon shot” and dominate its chosen markets for huge profits and sustainable growth.
Did it grab you at all? Did it make you want to read more? Why? Why not? What would make it better?
Table of Contents
Part I: Why You Have a Problem
Introduction: How In the World is that Person Making $30,000 a Day?
Chapter 1: Commoditization is Enemy #1
Part II: What to Do About It
Chapter 2: Be the Go-To for the Solution to a Business Problem
Part III: How to Do It: The Apollo Method for Market Dominance
Chapter 3: Overview
Chapter 4: Launch Phase
Chapter 5: Ignite Phase
Chapter 6: Navigate Phase
Chapter 7: Accelerate Phase
Part IV: Getting Started
Chapter 8: Your One-Page Plan
I realize it’s hard to comment without seeing more, but at a glance, does the table of contents look enticing and logical? (Note: Yes, Ignite comes after Launch. You’ll see why when we get to that.)
Thanks in advance for your suggestions!