Be prepared for whatever is around the corner

Know exactly what changes are coming next

Beat the odds

Build a product strategy that ensures consistent growth and financial results

Make a difference

Realize the dream that launched your company;
and build something bigger than yourself

Have you been frustrated by:

A lack of growth or the inability to maintain sales traction?
Not knowing what changes are coming and what to do next?
Inconsistent financial results?
The scary feeling of moving forward alone, without someone you trust to guide you?
A gut feeling that you are losing ground to your competitors
Things will never be the same.
Align your new product or innovation with the new normal.

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 multi-point strategy checklist gives you an actionable plan, and includes the tactics required for success at each stage of market adoption.

Use Our Free Planning ToolKeep your product and marketing activities aligned with your customers

The Customer Alignment Lifecycle™ Infographic helps you align your product strategy and marketing with the highest-priority needs of your customers.

By using this interactive tool, you will be able to see how “buyer psychology” changes over time. And above all, this tool will transform the way you think about your product.

For example, use this infographic to see and understand the predictable evolution in:

  • customer characteristics
  • product expectations
  • the customer’s value proposition
  • the type of sales channel required
  • competitive positioning and messaging
  • cost-benefit alignment

The six dimensions of alignment with your customers is the most powerful way to achieve explosive growth and revenue.

Customer-Alignment StrategiesTechniques You Can Use Immediately

How to Find and Attract Early Adopters

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

Four Unexpected 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.

An Introduction to Market Engineering

Market Engineering is a method of avoiding high-tech failure by using a holistic view of both your product and target market. In a well-engineered market, products become a better fit for the changing needs of individuals.

Take back control of your company's growth through customer alignment

Become the market leader in your category

Enjoy the advantages that come with market leadership, including shorter sales cycles and higher win rates

Avoid wasting time and money

Target the people who are ready to buy now and avoid people who aren’t

Appeal to a larger group of prospective customers

Align you product with the needs of mainstream consumers and watch your revenue grow

We work with

Change Makers

We empower executives who want to challenge the status quo with a fresh perspective and a toolset that accelerates change.

Category Creators

We help you engineer a new market, and leverage the value that others haven’t considered before.

High-Tech Leaders

I show leaders how to scale their companies by aligning with mainstream buyers, and offering the right value at the right time.

Sustainability Advocates

To build a movement quickly, you need our proven expertise in accelerating sustainable innovation.

CleanTech Managers and Entrepreneurs

Accelerate the success of clean innovations that are sustainable and eliminate environmentally harmful practices.

Inventors, Engineers and Scientists

Take your new technology or innovation to the next level of commercialization using the proven concept of customer alignment.

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 3 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.

Your product can be fine, but if it’s not aligned with the fundamentals of its market, that product 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.

Successful High-Tech Startup

Want to take your company to the next level?

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