Andy Cunningham is the founder and president of Cunningham Collective, a marketing, brand and communication strategy firm dedicated to bringing innovation to market. She is also the author of the newly released book, “Get to Aha!” a seminal primer about corporate positioning. Andy is a much sought after marketing expert in Silicon Valley, having been on the forefront of marketing, branding, positioning and communicating “The Next Big Thing” for over 30 years. She is well known for helping Steve Jobs launch the Macintosh and later working with him at NeXT and Pixar.

Know who you are and then so you can make something of it.

Being Fired by Steve Jobs.

Knowing exactly who you are as a company – understanding your corporate DNA – that can really help you win.” How did you come up with the concept of corporate DNA?

And what are the three different DNA types?

Defining your brand.

Defining your position.

Why is it important for companies?

In your opinion, what’s the relationship between positioning and its more emotive sibling, branding?

You must answer: Who are you and why do you matter?

Why do you think it’s particularly critical for technology companies to understand their DNA?

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