Be the Go-To, Not a Me-Too
How to Stand Out in a Crowd and Make More Doing Less
Description
Why is it that certain individuals, products and companies stand out as clear leaders in their companies or markets? How do they command higher pay or prices while others struggle to get noticed? What makes the difference between a me-too and a Go-To who owns the market and is the first name to come to mind in certain situations?
Too many individuals and organizations are satisfied to be (or don’t realize they are) part of the pack, which leads to commoditization and lower compensation. Instead, they need to stand out as unique…and more profitable.
If you’ve taken Strategic Leadership, you’ve learned about increasing a buyer’s willingness to pay. Now we’ll find out how to do that. Through stories, examples and some alarming data, this 10-minute masterclass will share the hazards of being a commoditized me-too, the payoff of being a highly profitable Go-To, and the four key things a Go-To does differently to become the clear market leader. Find out why it’s always better to be the Go-To, Not a Me-Too.
You’ll learn:
- The devastating effects of becoming commoditized in a competitive market
- Why aiming for Go-To status is essential and how that increases buyer willingness to pay
- A transformative strategy for escaping the commodity trap and establishing market leadership, whether for you, personally, or your organization
- The four pillars of sustainable differentiation and profitable growth
This talk summarizes the research-based book, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It.
Speaker Bio
THERESA LINA, known to many in LEAD as a longtime CF, is the author of the strategy bestseller, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You for It. She has over 20 years of experience as a recognized Silicon Valley thought leader, strategist and coach.
She is the CEO of Lina Group, Inc., which helps companies define and execute market dominance strategy for sustainable differentiation and profitable growth. She has served as chief strategy and marketing officer for several technology startups and has advised executives at hundreds of companies, including Apple, Amazon, Google, Spurs Sports & Entertainment, Disney, Nike, Meta, Adobe, Microsoft, dozens of other recognized names, and many niche companies and startups. She began her career at Accenture, where she helped found, lead, and grow what is now a multibillion-dollar business unit within the company. Theresa is a frequent speaker and workshop leader on strategy, market leadership and innovation.
Theresa has been involved at Stanford since 2006, where she is on the teaching team of several GSB executive ed courses and an undergraduate business course. She is also an executive coach for the Stanford Leadership Academy, a development program for senior administrative and faculty leaders across the university. She has had a long affiliation with the Department of Management Science & Engineering in the School of Engineering. She also spent several years with the Stanford Technology Ventures Program, where she led the campus-wide Entrepreneurship Week and other outreach programs.
She is the CEO of Lina Group, Inc., which helps companies define and execute market dominance strategy for sustainable differentiation and profitable growth. She has served as chief strategy and marketing officer for several technology startups and has advised executives at hundreds of companies, including Apple, Amazon, Google, Spurs Sports & Entertainment, Disney, Nike, Meta, Adobe, Microsoft, dozens of other recognized names, and many niche companies and startups. She began her career at Accenture, where she helped found, lead, and grow what is now a multibillion-dollar business unit within the company. Theresa is a frequent speaker and workshop leader on strategy, market leadership and innovation.
Theresa has been involved at Stanford since 2006, where she is on the teaching team of several GSB executive ed courses and an undergraduate business course. She is also an executive coach for the Stanford Leadership Academy, a development program for senior administrative and faculty leaders across the university. She has had a long affiliation with the Department of Management Science & Engineering in the School of Engineering. She also spent several years with the Stanford Technology Ventures Program, where she led the campus-wide Entrepreneurship Week and other outreach programs.
