• Cost Benefit Analysis Is Your Best Guide

    • January 30, 2021
    • Posted by: Warren Schirtzinger
    • Categories: Customer Alignment Lifecycle, Startups
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    cost benefit analysis

    COVID-19 helps startups and established companies amplify the value of their product. The best way to measure this value is with a cost benefit analysis.

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  • An Introduction to Market Engineering

    • January 9, 2021
    • Posted by: Warren Schirtzinger
    • Category: Market Engineering
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    market development

    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.

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  • Crossing the Chasm Summary

    • September 19, 2020
    • Posted by: Warren Schirtzinger
    • Categories: Early Adopters, Innovation
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    Portland, OR

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

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  • Four Characteristics of Early Adopters

    • May 29, 2020
    • Posted by: Warren Schirtzinger
    • Categories: CleanTech, Early Adopters, Innovation
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    Unreliable characteristics of visionaries

    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.

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  • How to Maximize Positive, Word-of-Mouth Communication

    • May 5, 2020
    • Posted by: Warren Schirtzinger
    • Categories: Communications Strategy, Startups
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    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.”

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  • How to Find and Attract Your First Customers

    • November 23, 2019
    • Posted by: Warren Schirtzinger
    • Categories: Communications Strategy, Early Adopters, Startups
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    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.

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  • Go-To-Market Planning Is All About Avoiding Dead Zones

    • July 25, 2019
    • Posted by: Warren Schirtzinger
    • Categories: Go-to-market strategy for your startup, Innovation, Startups
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    dead zone

    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.

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