The Customer Alignment Lifecycle™

Create phenomenally successful products the first time and every time. As the pioneers of Technology Adoption Theory, we are uniquely qualified to help your company increase its new-product success rate and return on innovation.


We are a market strategy consulting firm that for 31 years has helped the world’s most sophisticated companies create and market breakthrough products.


We put Technology Adoption Theory into practice with the Customer Alignment Lifecycle™, a tool that delivers a success rate that is 68% higher than the industry average.


We provide product, marketing and management teams with the programs, capabilities and support needed to formulate and implement winning market strategies.

Which category are you in?

Our product isn’t taking off

Innovation is the process of delivering solutions that address unmet needs. But there’s the catch: customer needs change dramatically as a market matures, so product teams need market strategy consulting in order to see things clearly. We help you ALIGN your business activities to address the changing characteristics of the customer— so you don’t fail, like 85% of all new products.

Our product started to take off, but then stalled out

High Tech Strategies has figured out what types of market strategies lead to predictable product success—and how to measure, evaluate and use them to formulate highly effective growth strategies. We call our methodology the Customer Alignment Lifecycle ™ (CAL). Our process simplifies the way products are defined, created, marketed and sold.

The world changed and people stopped buying

Harnessing the power of CAL aligns the entire organization around customer needs and characteristics, unlocking the company’s growth potential. Our clients experience increases in market share, revenue and customer satisfaction and reductions in wasted development time and expense. Our 86% success rate is unprecedented.

Learn how Nikko Securities revolutionized the venture capital industry ->

Stop letting uncertainty paralyze
your company

Warren Schirtzinger is a pioneer of Technology Adoption Theory and creator of the Customer Alignment Lifecycle.

Download a free version of Warren’s latest book and learn how he puts Technology Adoption Theory into practice. Learn about customer motivation, whole product evolution, reference-based positioning, detecting dead zones and more.

Market strategy consulting

“I have used the concepts and techniques I learned from Warren, every single day for the last 15 years.”

– George Henry, PhD

Our 3-Step ProcessSell to a mass market rather than just a small group of early adopters

Situation Assessment

We understand your needs and requirements, clarify the nature of your product-category, and determine your position on the adoption lifecycle curve.

Strategy Definition

Using our deep understanding of known market transitions, we help you define the best market development strategy for your identified markets.

Success Action Plan

Our market strategy consulting process gives you an actionable plan, and includes the tactics required for success at each stage of market adoption.

Customer-Alignment StrategiesTechniques You Can Use Immediately

Prior Art: a retrospective crossing the chasm summary

The Chasm concept was first recognized and described by Lee James, a senior executive working in the Pacific Northwest for Regis McKenna Inc.

Four Characteristics of Early Adopters That Will Hurt Your Business

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.

How to Maximize Positive, Word-of-Mouth Communication

Word-of-mouth communication often deals with awareness, interest, the source’s trial experience and product benefits all at the same time. This can move the recipient rapidly through the stages of purchase decision making and often even creating a reason for purchasing, all in one “exposure.”

Warren Schirtzinger’s research and industry insight has been featured in the following publications:

After 25 years of working with new technologies and innovations, I find that most products don’t have meaningful customer alignment.

New companies waste an enormous amount on things that are a market mismatch — the wrong sales channels, an incomplete product or value proposition, a cost-benefit relationship that is out of alignment, the wrong partners, and positioning or messaging that is ignored.

I do three things to make sure every dollar spent moves you toward sustained growth:

  • align the attributes of your offering and the value you deliver with the motivational characteristics of your target audience,
  • lower the perceived risk of doing business with your company, and
  • relentlessly fine-tune the cost-benefit results achieved by your customer.

No matter where your product  is in its lifecycle, from initial introduction to late stage decline, my customer-alignment framework guides you to the best, revenue-producing decisions.

You can appear to have product/market fit, but if your product isn’t aligned with the fundamentals characteristics of the customer, it will never be profitable. I bring market awareness and customer alignment to your company.

The concepts of the Customer Alignment Lifecycle™ are simple, executable goals that will help your high-tech product grow and your business thrive. These concepts often result in market leadership, whereby your company can use its dominance to affect the competitive landscape and direction the market takes.

Remember the dream that launched your new product or business? We help you reach your goals and realize those dreams.

When your revenue stops growing, it’s easy to get frustrated and overwhelmed — and to worry about what you should do next. You start to wonder if your goals are unrealistic.

Can we ease your mind a bit? The truth is, it really is frustrating and overwhelming trying to grow a high-tech product. Also, it’s totally normal to worry about your company’s development. You’re not a bad founder. And you’re not alone.

You just need the right tools so you can be the confident leader of a high-growth company.

We have the tools you need. As a veteran advisor to emerging high-tech companies, I’ve worked with dozens of people just like you — leaders who just want to make a difference and build something bigger than themselves, but nothing is working. My one-on-one, expert advice teaches you simple customer-alignment secrets so you can re-ignite your company’s growth.