Welcome to High Tech Strategies

High Tech Strategies mission is to act as intellectual capitalists. We think there is a fundamental shift occurring in business: while in the past money was the hardest form of capital to get, in the future the most scarce resources will be brainpower and experience — particularly business, strategy and communications experience. In short, we want to be able to help our clients outthink rather than outspend their competition.

Accordingly, we focus on those areas that can mean the difference between success and failure for our clients:

  • The ability to build high-performance companies or functional departments.
  • Helping clients accelerate the process of training key personnel through project-based learning, such as providing management support for product introductions, or improving ongoing go-to-market programs.
  • Helping clients understand options with regard to market development and commercialization.
  • Helping clients better understand their markets and strategic opportunities.
  • Well-honed external communications that reflect distinctive positioning, create significant awareness and understanding, and build strong market preference.

Our clients are usually trying to change the world for the better, not just trying to make money. While this might imply a higher risk (and some would say limited market), we like to put our skills to work for those who have these higher aims.

Warren's Commercialization Experience

technology adoption lifecycle
About High Tech Strategies

For over 3 decades, High Tech Strategies founder Warren Schirtzinger has advanced the innovation-adoption lifecycle concept from an art to a science. Warren’s marketing chasm concept became a popular strategy model in Silicon Valley and now his proven CAL methodology and Low Risk Reinvention™ will guide your company to unlock its growth potential and dramatically increase your return on investment.

How I add value:

I’m not so much a strategy expert as I am a wingman for addressing innovation resistance. I know what to do when customers are delaying purchase or buying from someone else. My clients also say I’m able to see around corners and prevent problems rather than react to them.

High Tech Strategies is more than a market-strategy consulting firm. For over three decades I’ve advised executives on innovation-adoption, shown them how to leverage their core competencies, and guided them to positions of sustained market leadership. With that expertise I can quickly assess your needs and suggest ideas that align with your goals. And with over 200 clients across dozens of industries and technologies, I will immediately understand the context of your situation.

Who I work with:

Since 2000 I have developed the market strategy for several of the most significant technology and sustainability innovations of the last twenty years, including:

  • the first large scale utility-sponsored residential solar program (SMUD)
  • the first performance-based energy management certification program (NWEEI)
  • the first hybrid venture capital fund (Nikko Securities)
  • the first augmented reality binoculars for marine navigation (AMT)
  • the first industrial FTIR sensor for on-line quality control (Honeywell)
  • the first digital audio workstation for on-air radio broadcast (Wheatstone)

I have also made significant contributions to emerging high-tech companies during their formation years including: Apple, Adobe, Harman International, Intermec, Asea Brown Boveri (ABB), Honeywell, Pacific Horizon Ventures, Micro Focus and many others.

In general, High Tech Strategies works with:

  • Executives in technology and sustainability
  • Product leaders
  • Entrepreneurs
  • Change makers and innovators
contact Warren Schirtzinger

Warren Schirtzinger


Warren's marketing chasm theory becomes
"Crossing the Chasm"

In 1990 High Tech Strategies founder Warren Schirtzinger, and his colleagues in the Pacific Northwest, introduced the “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.

market chasm original