OutPosition Offers Human-Centric Strategy for B2B Dominance

OutPosition, a new book by veteran technology executive Gerardo A. Dada, challenges the notion that artificial intelligence (AI) is the key to B2B growth. Instead, Dada argues that the missing link in strategy lies in the human ability to unify strategy, differentiation, and positioning into a single, cohesive system.

Dada, who has held marketing leadership roles at Microsoft, Rackspace, and Catchpoint, presents his book as a comprehensive guide for business leaders looking to achieve market dominance through strategic choice. Drawing on three decades of experience, Dada contends that most companies fail not because they select the wrong strategy, but because their strategy, differentiation, and positioning are treated as separate tasks that do not reinforce each other.

"Most strategy books give you one piece of the puzzle and present it as the whole answer," Dada stated. "The real work is making the pieces reinforce each other. Companies don't dominate a market by trying to beat competitors, they dominate it by becoming the obvious choice for the customers who matter most."

The book, OutPosition, synthesizes frameworks from renowned strategists like Michael Porter and Geoffrey Moore, offering a practical process for integrating strategy, differentiation, and positioning. Dada argues that while AI can inform research and analysis, the ultimate choice of where to play and how to win remains a fundamentally human decision. This choice must be grounded in the unique advantages that a company possesses and the specific moment in time in which it operates.

"A comprehensive, practical guide to modern business strategy," according to Dave Kellogg, EIR at Balderton Capital and author of Kellblog. "Gerardo has distilled decades of strategic thinking into an accessible playbook for today's leaders."

Keith Hoskison, SVP Worldwide Sales at Enable, further emphasizes the book's value, stating, "OutPosition is a masterclass in market differentiation. If you want your sales team to stop competing on features and start winning on value, read this book."

The book is designed for practitioners, executives and mid-level managers, who seek actionable insights over theoretical knowledge. Each chapter pairs strategic frameworks with real-world case studies, showcasing both successful and unsuccessful strategies. Dada shares candid, firsthand accounts of strategic drifts from inside the companies as they occurred, providing readers with a practical tool to test whether their own strategies are truly differentiated.

OutPosition is available in paperback, hardcover, and Kindle editions on Amazon and other major retailers starting September 8, 2026. The book aims to equip business leaders with the tools to create a cohesive strategy that resonates with customers and stands out in a competitive landscape.

The publication arrives at a time when business leaders are increasingly turning to AI to accelerate nearly every function. Dada’s book offers a counterpoint, emphasizing the importance of human strategic choice over algorithmic solutions. By grounding strategy in a company’s unique advantages, OutPosition provides a roadmap for achieving sustainable market dominance.