“Most companies are caught in a commodity trap—
competing on features and price while working twice as hard for half the growth.”
Stop Competing. Start OutPositioning.
A practical strategy book for CEOs, founders, CMOs, and product leaders who need to escape the commodity trap, create meaningful differentiation, and build a market position competitors cannot easily copy.
AVAILABLE AUGUST 2026
Most strategy books teach leaders how to analyze markets. Most marketing books teach teams how to run campaigns.
But companies lose when their strategic choices never become a clear, defensible position in the customer’s mind—and that gap, between a good strategy and a position the market actually recognizes, is exactly what OutPosition is about.
Why do great companies, with great products, still lose?
If your business is struggling to stand out and win, you may recognize some of these symptoms:
- Your category is crowded, and your differentiation sounds like everyone else’s.
- Sales is forced to discount to close deals.
- Product teams ship features that don’t change how the market sees you.
- Marketing generates activity, but not advantage.
These aren’t execution problems. They’re symptoms of a missing position.
What does it mean to OutPosition?
OutPosition is the central idea of this book: you don’t win by being better at the same game—you win by changing the game to one you’re built to win.
To outrun a competitor is to be faster on the same track; to outspend is to bring more money to the same fight. To OutPosition is to refuse the track altogether and choose different ground, where your unique strengths matter most and your competitor’s matter least.
It is the discipline of building a strategy so differentiated, so rooted in what only your company can do, that you earn a clear position in the customer’s mind—one competitors cannot credibly take from you.
Strategy, differentiation, and positioning are distinct ideas, but they only create value when they work as a single system. OutPosition is what that system looks like when it’s done right.
STRATEGY
The internal choice grounded in your unique capabilities: where you will play, how you will win, and what you will refuse to do.
DIFFERENTIATION
The meaningful difference that your strategic choice creates—something customers can perceive, value, and reward.
POSITIONING
The place that difference occupies in the customer’s mind, relative to the alternatives, which allows you to win more business.
Why this book is important
Drawing on decades of leadership and high-stakes repositioning battles, this book bridges the gap between theory and reality. It introduces a rigorous, practical framework that fuses strategic choice with flawless market execution. You’ll learn to navigate tough markets, fend off well-funded rivals, and command premium pricing.
Stop playing the game and start defining it. Transform strategic clarity into a coherent system for sustained, profitable growth and undisputed market leadership.
What the OutPosition book will help you achieve:
- How to choose a market small enough to dominate.
- How to define the competitive frame, so you compete on ground where your strengths matter most.
- How to identify the enemy your strategy is built to beat, and how to use it to sharpen every decision.
- How to turn differentiation into a single, clear idea customers remember and repeat.
- How to align product, marketing, sales, and leadership behind one position instead of pulling in different directions.
- How to defend premium pricing and escape the race to the bottom.
Written for Leaders who shape markets
- CEOs and founders setting the company’s direction.
- CMOs and go-to-market leaders responsible for how the company shows up in the market.
- Product and product marketing leaders translating strategy into what gets built and sold.
- Strategy and corporate development leaders shaping the company’s next move.
- Investors and board members pushing portfolio companies toward sharper positions.
About the Author
Gerardo A. Dada has spent more than two decades making strategic decisions where the stakes are real and the outcomes are measured in the market.
A marketer, strategist, and technologist, he has been at the center of the web, mobile, social, and cloud revolutions, holding senior leadership roles at companies that range from early-stage startups to some of the most influential names in technology — among them Microsoft, Rackspace, Bazaarvoice, SolarWinds, DataCore, Keeper Security, and Catchpoint.
Across repositioning efforts, category-defining launches, and go-to-market transformations, he has seen firsthand that strategy is what separates the companies that endure from the ones that drift. He has also lived the failures the book examines, including watching organizations abandon a winning position under the pressure to grow.
That experience is the foundation of this book. Rather than academic theory or a single proprietary framework, Dada draws on what actually worked under real constraints, distilling decades of practice into a practical method any leader can use to find the right strategy for their organization at this moment in time.
He writes regularly on strategy, marketing, and leadership at theAdaptiveMarketer.com, and lives in Austin, Texas.
OutPosition – Coming August 2026
“When you abandon your strategic advantage, you abandon your future.”
To reach the author: contact@outpositionbook.com
Read the Author’s Blog: www.TheAdaptiveMarketer.com
Copyright (C) 2026 by Gerardo A. Dada