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.^™

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Who Is DeanHouston?

About DeanHouston

DeanHouston is a business-first marketing firm that enables growth-minded leaders steering technical product and services companies to leverage people, data and insights to build brands of enduring value that engage customers and accelerate sustainable growth.

Our team has decades of experience working with industrial companies, giving us a unique perspective on the challenges you face in the corporate arena. Because we've walked in your shoes, we know the players, the products and what it takes to grow B2B brands.

Whether you have an established marketing team or need a dedicated marketing expert, we're here to guide you every step of the way. We specialize in crafting clear, compelling messaging for complex technologies that resonates with even the most technical audiences: engineers, manufacturers, IT professionals and OEMs.

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.

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Meet 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.

Why 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.

DeanHouston Releases New Attack-A-Market® Business Book

DeanHouston, a business-first marketing firm that excels at creating meaningful communication strategies for technical products and services companies, today announced the release of Attack-A-Market®: Define It. Attack It. Own It.™, a new marketing-strategy book that provides B2B manufacturers with a practical framework for identifying strategic growth opportunities, aligning sales and marketing, and building long-term market leadership.

Attack-A-Market: A Proven Approach to B2B Growth Strategy

This is the first article in our four-part series exploring Attack-A-Market and the ideas behind the new book, Attack-A-Market®: Define It. Attack It. Own It.™ We'll begin with the story behind a B2B growth methodology more than 40 years in the making, then take a closer look at each of its three stages – Define It. Attack It. and Own It. – and what they can teach business leaders about finding, pursuing and ultimately leading the right markets.

Define It: How B2B Manufacturers Can Identify the Right Growth Market

This is the second article in our four-part series exploring Attack-A-Market and the ideas behind the new book, Attack-A-Market®: Define It. Attack It. Own It.™ In this installment, we look at the first – and perhaps most important – step in the methodology: identifying the right market opportunity and having the discipline to focus on where your business has the strongest opportunity to win.

Attack It: How B2B Manufacturers Turn Market Opportunity Into Growth

This is the third article in our four-part series exploring Attack-A-Market and the ideas behind the new book, Attack-A-Market®: Define It. Attack It. Own It.™ In this installment, we look at what happens after you've identified the right market – and what it takes to turn that opportunity into a focused growth strategy.

Own It: How B2B Manufacturers Build Lasting Market Leadership

This is the fourth and final article in our four-part series exploring Attack-A-Market and the ideas behind the new book, Attack-A-Market®: Define It. Attack It. Own It.™ In this installment, we look at what happens when focus, expertise and consistent execution begin to pay off – and how a company can turn a strong position in a market into lasting leadership.

Attack-A-Market®: A Proven Strategy to Dominate New Markets

Unlock the power of Attack-A-Market®, DeanHouston's industrial B2B marketing program designed to help technical product and service companies successfully enter and dominate new markets.

Using AI to Attack New Markets

Discover how AI-powered deep research can streamline market analysis, reduce risk and accelerate growth. This step-by-step guide shows how industrial B2B manufacturers and technical product companies can quickly identify high-potential opportunities, estimate market size, evaluate competitors and build data-driven strategies for market entry.

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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.

Attack-A-Market® Define It. Attack It. Own It.™