Positioning Bootcamp
help us beta test our new bootcamp
THE WHEN April 30 & May 1, 2020 | 10 AM - 3 PM
THE WHERE 44 Montgomery WeWork | # Floor
THE HOW MUCH $1995 per company representative, $250 per extra attendee, up to 3 people
STARTING A BUSINESS IS HARD.
You’re wearing a million different hats, getting pulled in every direction, and constantly having to find answers to questions you never thought to ask.
We get it. We’ve been there. Now is not the time to spend your marketing budget on a cool logo, tagline or swag. Now is the time to think strategically.
Who are you? Why do you matter? Who is your target audience? Are you sure?
What is your value proposition? Your differentiator? Why you? Why now?
Can you articulate any of that in a way that will resonate with and influence your potential customers?
It’s vital that you answer these questions before you go to market. To focus on branding before positioning is a costly mistake, and one that is made too often. What’s even worse is to launch a company or product without fully understanding the category in which you hope to operate, the advantages your competitors offer, the community at large, and the context in which you’re introducing something new. Understanding your business through these lenses, and then taking the time to write an authentic and influential narrative is the secret to success. Not only will that narrative save you time and money down the road, it will also make you more money. Communicating to the right people, in the right way, at the right time is critical, and these decisions shouldn’t be a guessing game or come from a gut feeling.
All decision makers, whether they’re working out of a garage or a corner office, should be armed with a solid positioning strategy when working to gain traction, executing a successful turnaround, or in the midst of a transformation.
The Cunningham Methodology has been carefully crafted after decades of experience positioning hundreds of companies. We are passionate about helping companies win, and we know starting with strategy is the way to go. Whether you’re two guys building a personal computer out of a garage or the CEO of a billion dollar company, we can help you take your business to the next level.
With the addition of Boot Camp and JumpStart, our two newest products,—we are proud to offer positioning and brand services at every level.
WHAT IS THE CUNNINGHAM COLLECTIVE BOOT CAMP?
The Cunningham Collective Boot Camp is a two-day workshop in which marketers, strategists, founders, and CEOs learn the ins and outs of positioning strategy from the company that wrote the book on it. Join like-minded entrepreneurs and leaders in a classroom setting for an overview of the Cunningham Methodology outlined in Andy’s bestselling book, Get to Aha! You’ll learn about corporate DNA, gain an understanding of the 6 Cs of positioning, and develop a blueprint for your own messaging. The tools acquired at the Cunningham Collective Boot Camp will prepare you for industry dominance, no matter your industry. Unlike our other services, Boot Camp allows representatives from different companies to take our methodology and framework back to their offices, or garages, and apply it to their businesses themselves.
Boot Camp's classroom setting provides an engaging environment in which attendees walk away with the tools needed to implement a great positioning, communication, and brand strategy on their own.
You’ll learn how to determine your corporate DNA and how to use that knowledge to your advantage.
You’ll also learn to look at the market through six distinct lenses, what we call the 6 Cs of Positioning:
Core DNA: Ensure all your positioning and messaging efforts align with who you are.
Category: Is the goal to be a leader in an existing category?or would it be better to develop a subcategory? What about creating a new category altogether?
Community: Understand your customers and prospects, as well as the people who influence them.
Competition: Study your competition. Reveal their positions and identify white space in the competitive landscape that you can own.
Context: Uncover cultural or technological waves to leverage.
Criteria: A set of parameters that tells you when you’ve hit the positioning nail on the head.
We’ll provide the outline for our proprietary Message Architecture, which is a blueprint for communication success. Writing a strategic Message Architecture will give you the tools you need to uplevel any piece of copy. From your elevator story to the About Me section on your website, you’ll know what to say and how to say it in a way that will yield the best results.
Once you have a solid understanding of positioning, we’ll move on to brand elements.
You’ll learn how to articulate your role and relevance—your position—in a way that’s sure to not only stick, but also influence your target audience.