Attack-A-Market® Define It. Attack It. Own It.™
A Proven Framework for Helping Industrial Manufacturers Define, Attack and Own Strategic Growth Markets
For more than 40 years, the DeanHouston Attack-A-Market methodology has helped industrial manufacturers uncover new growth opportunities, align sales and marketing and establish leadership in strategic niche markets.
Now, for the first time, the proven framework behind those successes is available in one comprehensive book: Attack-A-Market® Define It. Attack It. Own It.™
Stop Chasing Growth. Start Owning Markets.
Business growth isn't about doing more; it's about focusing on the markets where you can create the greatest value, differentiate your business and become the recognized authority.
Too many B2B manufacturers spread their resources across countless markets, products and opportunities, only to find themselves competing on price, fighting commoditization and struggling to achieve meaningful growth.
Attack-A-Market challenges that approach.
Built on decades of real-world implementation, the Attack-A-Market strategy provides a disciplined framework for defining the markets where you can win, developing the expertise to lead them and aligning your organization around a focused strategy for long-term growth.
About the Book
Attack-A-Market® Define It. Attack It. Own It.™ is a practical guide for executives, sales leaders, marketers and business development professionals seeking sustainable growth in increasingly competitive markets.
Inside the book, you'll learn how to:
- Define high-potential, niche markets before your competitors
- Escape commoditization through strategic market focus
- Build an expert knowledge base that differentiates your organization
- Align sales and marketing around a unified growth strategy
- Develop compelling, value-driven messaging
- Generate awareness, preference and demand in targeted markets
- Leverage AI and modern digital strategies to improve market intelligence and accelerate growth
Whether you're entering a new market, expanding into adjacent industries, or searching for your next phase of growth, the Attack-A-Market framework provides a practical roadmap built from real-world B2B marketing experience – not theory.
Order the BookMeet the Authors
Dale Dean
Dale Dean is the creator of the Attack-A-Market methodology and founder of DeanHouston, one of North America's leading business-first marketing firms serving industrial manufacturers.
Over nearly four decades, Dale has worked alongside executive teams, sales organizations, engineers and marketers to help industrial manufacturers identify growth opportunities, overcome market challenges and build lasting competitive advantage.
Attack-A-Market represents the culmination of those experiences and the lessons learned from helping organizations grow through changing markets, economic uncertainty and increasing competition.
Walter Bonnett
Walter Bonnett is the Executive Vice President of Strategy for DeanHouston and a B2B growth strategist, brand advisor, and commercial strategy executive with global experience helping complex organizations grow market share, revenue and enterprise value.
He has led growth, operational excellence and commercial transformation initiatives across multinational, culturally diverse environments, including leadership experience with PSG and Dover. His background includes organic and inorganic growth for public companies and private equity-owned businesses.
As co-creator of Attack-A-Market, Walter helps CEOs and senior leadership teams identify where they have the greatest right to win, align around the most attractive market opportunities, and translate customer, competitive and operational insight into focused go-to-market action that drives measurable business impact.
Schedule a Strategy ConversationWhy Attack-A-Market?
Most B2B companies pursue growth by trying to reach more customers. Market leaders pursue growth by identifying the markets where they can create the greatest value – and committing to becoming the recognized authority within them.
Attack-A-Market is built around three guiding principles:
Define It
Identify the markets where your products, expertise and value proposition create the strongest competitive advantage.
Attack It
Align sales, marketing and leadership around a focused strategy that builds awareness, credibility and customer preference.
Own It
Establish long-term market leadership through expertise, customer understanding, continuous optimization and disciplined execution.
Is Attack-A-Market Right for You?
For Executives
Develop a practical framework for evaluating growth opportunities, prioritizing investments and aligning your organization around a focused strategy for long-term success.
For Sales Leaders
Equip your team with deeper market knowledge, stronger customer insight and a strategic approach that builds credibility, strengthens relationships and wins more business.
For Marketing Leaders
Move beyond campaigns and tactics by creating marketing strategies that educate customers, support sales and help your organization become the recognized leader in targeted markets.
Explore Attack-A-Market
The release of Attack-A-Market® Define It. Attack It. Own It.™ is just the beginning. This resource center will continue to grow with new educational content, practical tools, executive workshops, speaking engagements and strategic resources designed to help manufacturers successfully apply the Attack-A-Market methodology within their own organizations.
We'll be continually adding new educational content, practical tools and expert insights to help manufacturers like you put these concepts into action.
Join the Attack-A-Market Community
Be among the first to receive:
- ✓ Exclusive articles and insights
- ✓ Educational videos
- ✓ Downloadable tools and resources
- ✓ Webinar invitations
- ✓ Speaking event announcements
- ✓ Special offers and updates
Ready to Put Attack-A-Market into Practice?
Applying the methodology can transform the way your organization approaches growth. If you're exploring new markets, evaluating growth opportunities, launching new products or looking to better align your commercial strategy, we'd welcome the opportunity to start a conversation.
Let's talk about your growth strategy.
Schedule a Strategy Conversation