This is a major reference book for all walkers and climbers who want to explore the mountains of the UK and Ireland in winter conditions, as well as for those who wish to lead groups. It is split into six sections: the winter environment, basic winter skills, snow and avalanche, security on steep ground, winter climbing and winter incidents, all of which contain colourful illustrations, photos and maps which bring essential techniques to life. This book has been written by Andy Cunningham and Allen Fyffe and provides an indispensable guide to the skills required for winter walking and climbing. This third edition has been fully updated, in particular the section on snow and avalanche, as well as some modernising of climbing techniques to align with current methods and equipment. In 2014 the publisher, Mountain Training, celebrated 50 years of leading the way and currently overseas thirteeen qualifications and two personal skills schemes in walking, climbing and mountaineering. This book is the official handbook for Mountain Training's winter qualifications: Winter Mountain Leader, International Mountain Leader and Winter Mountaineering Can Climbing Instructor. It is endorsed by the British Mountaineering Council, Mountaineering Scotland and Mountaineering Ireland.

From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries. Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company--Who are we? And why do we matter?--before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding). There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it's absolutely critical for business leaders to know which type their company is to create an authentic and ultimately "sticky" position in the market. A company's DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won't gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor. Get to Aha! presents a clear step-by-step framework that will help you determine your company's precise position in the marketing landscape, using Andy's DNA-based methodology. It takes you through the process of performing "genetic testing" on your company, examining the market through the six Cs of positioning, and developing your positioning statement--a rational, factual statement about your company's role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition. Trust Andy. Steve Jobs did.