23. The secrets to shaping Apple and beyond | Andy Cunningham

In this episode of The Difference Engine, we sit down with a pivotal figure in the tech world who helped shape one of the most iconic brands in history. Apple.

Andy Cunningham had a seat at the table for one of the most exciting periods in the tech industry’s history. The birth of Silicon Valley, The emergence of the groundbreaking Macintosh in 1984 and the rise, fall and rise again of Steve Jobs. If it was happening, Andy was there.

During this time she worked closely with Steve and other industry heavyweights, developing her skills and becoming one of the world leaders in tech positioning. As the founder of Cunningham Communications Inc. she has been influential in the success of numerous high-tech companies in Silicon Valley.

In 2017 she released Get to Aha! Discover Your Positioning DNA and Dominate Your Competition, a book that shares the winning framework she uses to transform markets and industries. Her expertise has been a guiding force for many businesses looking to carve out their unique space in competitive markets.

In our conversation today, we explore Andy's journey in the tech industry, her experiences working at Apple and her insights into effective brand positioning. We'll discuss the pivotal moments in her career and the invaluable lessons she's learned about category and beyond. 

What to look forward to:

00:13 Andy Cunningham Introduction

01:40 What makes Silicon Valley special?

05:54 Apple, the Macintosh and Steve Jobs 

17:20 Tech positioning today

23:07 Utilising the DNA of your business

34:24 Andy’s category philosophy

There is more information on how to design your category on our blog

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