The Apollo Method for Market Dominance
The Apollo Method Leads to Sustainable, More Profitable Differentiation
Many business-to-business companies face a big challenge in crowded markets: When they can't differentiate in a very clear and obvious way that ties to business results, they find themselves becoming commoditized. They end up competing on price, which leads to declining revenue and margins.
Without healthy margins for investing in product innovation and growth, it’s a race to the bottom.
Instead, aim to stand out as the recognized Go-To for your ability to solve a common, critical market problem in a very unique, exceptionally valuable way. Go from being a commodity to a rare, sought-after resource for which customers happily pay a premium.
Use the Apollo Method for Market Dominance™ as a strategy framework for becoming the uniquely valuable Go-To. It uses the Apollo space program as a metaphor, because much of what it took to put a man on the moon is the same as what it will take to win your own space race. (Read more about that in the book!)
The four phases are:
Launch: Take intellectual “ownership” of an unsolved market problem, develop a seminal point of view, define a unique solution, and launch yourself into the market.
Ignite: Become identified with the problem and solution by continuously igniting excitement and buzz in the market through targeted promotional and thought leadership activity, starting with key powerbrokers.
Navigate: Help clients navigate their way toward solving the problem with your offering and tailored services. This is all about selling and delivering on the promise. You also want to conduct community building activities that give market participants a place to gather and collaborate, with you at the center.
Accelerate: Pick up speed as you further entrench yourself as the Go-To while continuously adapting your strategy to market trends and competitive forces.