Most companies don't lose because they execute poorly. They lose because strategy, differentiation, and positioning live in three different rooms - strategy with the executive team, differentiation with product, positioning with marketing. Each does its job. Nothing connects. The customer feels the disconnect immediately.

OutPosition is a practitioner's guide to building all three as one reinforcing system. Drawing on more than thirty years of strategic decisions at companies from startups to Microsoft, Rackspace, SolarWinds, and Bazaarvoice, Gerardo A. Dada walks you through the full journey: choosing where to play and how to win, building differentiation customers value and competitors can't copy, and claiming a position in the customer's mind that makes the choice obvious.

The book combines proven frameworks - from Porter to Geoffrey Moore to Blue Ocean - with candid case studies of companies that got it right and companies that drifted, including firsthand accounts from inside those decisions. There is no silver bullet here, and no academic abstraction. Just a practical method for making the strategic choices that determine whether your company dominates its market or disappears into it.

Market dominance is not about aggression. It is the outcome of creating superior value for a chosen set of customers - and aligning everything you do behind that choice.

About the Author

Gerardo A. Dada is a technology marketing and strategy leader with more than thirty years of experience building and positioning products at companies ranging from early-stage startups to Fortune 50 enterprises. He has served as Chief Marketing Officer at SolarWinds, Bazaarvoice, and Catchpoint, and held senior marketing and strategy roles at Microsoft and Rackspace, where he worked at the center of the web, mobile, cloud, and AI revolutions. Gerardo writes about strategy and marketing at theAdaptiveMarketer.com and is a contributor to Stratega business magazine. He lives in Austin, Texas. OutPosition is his first book.

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