Why We Named the Method "Apollo"
Market dominance is about winning your space race. That's why we chose NASA's Apollo Program as a model. It is a perfect example of moving from "me-too" to "go-to" status. When the Soviet Union repeatedly beat the U.S. in space exploration firsts, John F. Kennedy staked out the unclaimed territory. Apollo became a methodical program that focused the resources and attention of the entire free world on one thing: Put a man on the moon and bring him home.
What the Apollo Method for Market Dominance™ Helps Firms Accomplish
Most firms don't achieve Go-To Source status, because 1) they aren't focused enough, 2) they don't aim high enough, and 3) they don't take a systematic approach to their strategy, marketing and delivery activities. The firm does not have a clear and specific vision of what it wants to mean in the market place, which in turn, leads to scattered strategy, marketing, and client activities.
On the other hand, Go-To Sources are very focused, aggressive and clear about who they are and, as a result, are in the enviable position of having clients seek them out, not the other way around. Go-To Sources decide who they will and won't work with, and often, they name their prices, because it is already clear to the prospective client that the value they deliver will far outweigh their cost. The Apollo Method for Market Dominanceª™ moves firms toward Go-To Source status by helping them:
- Clearly define the specific, unique market position they intend to establish.
- Rally the internal organization and the market around that vision.
- Focus their proactive efforts and investments.
- Eliminate low-value markets and select high-potential target(s).
- Build image and market recognition.
- Generate demand.
- Sell appropriate work to appropriate clients.
- Build high-value service offerings.
- Monitor the market and adjust to changes.
- Establish an OWIT Infrastructure ™ ("only what it takes").
Highlights of the Apollo Method for Market Dominance™
The Apollo Method for Market Dominanceª™ can be summarized into four interdependent stages. At its highest level, as with any method, the formula sounds very simple. However, each stage is composed of a number of programs and projects designed to establish a very clear market position in both perception and reality. The essence of the method is this:
Launch - Target unclaimed territory and launch a unique approach to a common, critical problem no one else is addressing.
Ignite - Continuously ignite the market place by visibly evangelizing your message and rallying the market around your approach.
Navigate - Help your customers navigate the journey by providing the skills, tools, training, and services that support your approach.
Accelerate - Build a "community of believers" who help you then accelerate and sustain your position.
Execution is everything. Only someone who has worked in and helped run a professional services firm can understand the complexities and challenges associated with this type of business. Lina Group is composed of former practitioners who have held both line and staff positions at some of the world’s most respected professional services firms. They have a firsthand understanding of what clients face each day and are specialists in various aspects of the Apollo Method™.
It is not just our ability to execute the pieces that sets us apart – we are uniquely capable of making these pieces work together to systematically drive the firm toward market dominance.
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