Too many leaders fail to ask the two most important questions about their company: Who are we? And why do we matter?

Like people, companies are organisms that reflect their creators, their environments, their obstacles, and their strengths. They carry a core instruction set that informs the actions and outcomes of their work. In short, they have DNA – what Cunningham calls corporate DNA – and there are three types: Mothers (customer-oriented), Mechanics (product-oriented) and Missionaries (concept-oriented).

Using Cunningham’s DNA-based methodology, you’ll perform “genetic testing” on your company, examine the market through the six Cs of positioning, and develop your positioning statement―a rational, factual statement about your company’s unique role and relevance. Then, and only then, can you create a branding and marketing strategy that will build market momentum and crush the competition.

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