When it comes to crushing your competition, marketing strategist Andy Cunningham says that, above all else, you need to be one thing: authentic. That advice is as true today as it was when she helped Steve Jobs launch the original Macintosh once upon a time. But, the cofounder and president of Cunningham Collective warns, that’s pretty much impossible to do without first decoding your company’s DNA. It’s that information—who you are and why you matter—that helps you position your brand successfully in the marketplace. Easier said than done? Luckily, Andy has a six-step checklist to simplify the entire process. Tune in to find out how it works. Also, in the spirit of the upcoming new year, enjoy a can’t-miss bonus lesson on goal setting from Dave himself.