Say goodbye to failed
products and innovations

We help B2B technology companies create remarkably successful products the first time and every time. Our proven approach to market strategy development accelerates revenue growth and creates lasting competitive advantage.

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All Successful Products and Innovations Have Three Elements in Common


End User Harmony

Understand what people use today, allow exploration and testing, provide complete offerings, and then minimize change.


Category Cooperation

Create and adhere to industry standards, offer standardized systems, develop partnerships, and offer complimentary tools and services.


Safety in Numbers

Establish an environment of safety by helping people see and support others they relate to, and by creating a long-term support infrastructure.

Why we are best-in-class

Our approach to market strategy development is based on a variety of proprietary models and frameworks, domain expertise, plus executive-management experience in both startups and fortune 500 companies. We may appear to be omniscient, but it’s only because we’ve been instrumental in the introduction and management of hundreds of successful products and innovations.

Our Integrated Approach to
Market Strategy Development

Independent Insight

We immerse ourselves in your business, diving deeply into revenue drivers, sales cycle challenges, customer perceptions and your category’s position on the innovation-adoption lifecycle.

You will understand your customers, partners, and competitive position more deeply than ever before so you can make the right product and go-to-market decisions based on an “outside-in” perspective.

market strategy consulting
market strategy development

Strategy Development

Market dynamics change at every stage of the innovation-adoption lifecycle. Understanding this is essential to maintaining competitive advantage and ensuring sustainable growth.

We help organizations identify markets with the greatest opportunity, define the most valuable and competitive products, and deliver value in a systematic way throughout your organization.

Planning & Execution

Game-changing market strategies provide the foundation for success, but only if go-to-market execution directly reflects the strategy.

We help you implement your winning strategy by aligning all key business disciplines with the target customer. We do this through ongoing collaboration with our clients, resulting in plans they can embrace and execute with focus, alignment, and resolve.

market strategy consulting

For Leaders Who Are Ready To
Break Away From The Pack

We are for leaders who are unwilling to accept mediocre results, need a smarter strategy, and absolutely have to get it right the first time. Our clients come to us because trendy marketing techniques just aren’t working. We are for leaders who have created a meaningful innovation, who want to make a difference, create a movement – and ultimately make a lasting impact on the lives of their customers and employees.


Independent thinkers who aren’t swayed by others yet need help creating a commercial success.

Change Makers

Forward-thinkers with a mission to solve an urgent problem yet struggle to make a difference because the mainstream won’t adopt.

Category Creators

Inspired founders who are following a consumer business model that doesn’t work with sophisticated B2B buyers.

Struggling Startups

Young companies that need to offer: a more complete product that appeals to more buyers and solves a more compelling problem.

Plateaued Pioneers

Companies that initially took off like a rocket but then stalled out because they ran out of early adopters to sell to.

Symptoms of Weak
Market Strategy

Market strategy problems are inevitable for any growth company. And the problems you will face are determined by market maturity and the stage of product adoption. These are the symptoms you will experience at some point in your journey.

no advantages

Long-term customers are no longer satisfied with your offering.

stalled growth

You feel like you’re falling behind as your industry changes

long sales cycles

At first selling was easy, but now sales cycles are much longer

poor customer alignment

Your marketing and promotional activities don’t make a difference

Frequently Asked Questions

market strategy

There is a massive difference between competing in an existing market, and creating your own new market. When you create your own market (or category), you are creating new demand rather than competing for existing demand. This is the reason “product market fit” produces mediocre results.

Successful founders introduce the world to something unique and different. The way they do that is by moving their thinking from the way the world is, to the way they want it to be. The greatest innovators teach the world to think differently with a fresh idea — either a new take on an old problem or by solving a whole new problem or by having a whole new idea.

The concept called product market fit traps entrepreneurs and inventors into thinking you must listen to customers who are only familiar with an existing category. Those customers will naturally ask for something better (a continuous innovation) rather than something different (a discontinuous innovation).

PMF is a formula that fails because the greatest potential for growth is in discontinuous innovations, and customers are often unable to talk about something they’ve never seen or used. Plus there is no “fit.” The new market category doesn’t exist yet.

In the late 1980s, a group of consultants working at Regis McKenna, Inc. (RMI) in the Pacific Northwest, recognized and described a gap in the innovation-adoption curve that was originally created by Everett Rogers. We called that gap the “marketing chasm.”

After using the chasm concept for several years, we introduced our “marketing chasm” framework and the theory behind it to author Geoffrey Moore. In the years to come, Moore popularized what has become known as Crossing the Chasm.

Despite trendy sayings such as “people buy your why” the scientifically-proven factor behind a purchase decision is…people want to feel safe.

The most basic instinct in human beings and the question the entire human body is asking every second of every day is: “Am I safe?”

85% of all people do not like taking chances and prefer to avoid risk in order to feel safe. This explains why the hidden element behind all successful products and innovations is the perception of low risk.

There are many reasons behind the ongoing epidemic of high-tech product failure, and they include factors such as: incomplete products, mismatched sales channels, and poor pricing practices.

But many of these factors can be corrected or realigned by taking a deeper look at the Technology Adoption Lifecycle (TALC) and using it correctly to assess your category’s position on the lifecycle curve.

The TALC describes the inescapable task of winning over a sequence of buyer types and emphasizes the need to avoid serving an entire market all at once. This misunderstanding of how new products are accepted and adopted in a marketplace is the leading cause of failure.

Market Strategy Insights

We provide insights and observations related to market strategy development, that you can use to jumpstart your projects and initiatives.

Go-To-Market Planning

How do you go from an idea or technology to building the right product for the right market to broad market adoption to building a successful company? The answer is in understanding the needs and motivations of each group in the adoption lifecycle.

How to Find and Attract Your First Customers

The most effective method of finding and recruiting early adopters is through a technique called “market relations.” It is a word-of-mouth method of identifying the best early-adopters for your product or innovation.

Characteristics of Early Adopters

Early adopters play a significant role in the beginnings of your high-tech company. Unfortunately everything you learn about marketing to early adopters will fail miserably when you try to use it in the future.