“Who are you as a company? And why do you matter?”

By Ryan Walker

Andy Cunningham recently posed this question at the reception celebrating her new book: Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition. The event took place at the Northwestern San Francisco campus on the evening of Monday, October 30.

The evening included refreshments, mingling and book signings. The highlight of the event was a discussion with Andy about the release of her new book hosted by moderator and fellow Northwestern alum Theresa Chong.

Andy discussed the landmark achievements that shaped her career and book, including working with Steve Jobs to launch the original Apple Macintosh. Andy shared anecdotes from her time working with Silicon Valley legends including Jobs and Regis Mckenna, explaining how these experiences taught her the necessity of marketing authenticity to create a compelling and differentiated brand. As Andy put it: "Find out what you're made of, so you can make something of it."

During the Q&A, Andy was asked about the process of identifying the genuine core of companies. By reverse engineering her past successes, Andy eventually came to the conclusion that “companies are like humans: They have their own DNA.” When companies identify that DNA, they can unlock their genuine role and relevance in the marketplace. As Andy pointed out, “positioning must be authentic and credible to be sustainable. Humans have an incredible radar for authenticity.”

Thanks to everyone who came out for the event, and we hope you had as much fun as we did!