Sustained Product Success in Uncertain Times

An Interactive, Online Course

Professional development, online

During the pandemic, many companies have struggled to survive while others have completely collapsed. And yet, some are thriving. What shields some companies from economic and social disruption is their ability to maintain strategic alignment with the market category they serve. They have made evolutionary changes at exactly the right time.

Sustained Product Success in Uncertain Times is a real-time, interactive online course that enables entrepreneurs, CEOs and product leaders to ensure the ongoing success of their new products or innovations, without having to visit a classroom or interrupt their work schedules. Through the process, you will strengthen your ability to achieve sustainable growth in revenue, while proactively developing the strategies needed for success in the new “normal” world of unpredictability and high risk.

This course helps companies that have been unable to achieve new product success because of unstable customer segments or unpredictable buyer behavior. It teaches you to leverage the value you deliver to the market and achieve mass-market adoption with your new product or innovation.

Sustained Product Success in Uncertain Times is offered via our real-time, interactive online classroom.

What You Will Learn

  • How to use the innovation-adoption curve to identify motivated buyers

  • The key to maximizing sales and marketing effectiveness using category lifecycle analysis

  • Ways to utilize the Customer Alignment Lifecycle™ to avoid sales downturns

  • How to plan for transitions between customer types and the steps to maximize sales efficiency for each type

  • The blueprint for designing a product evolution plan that scales revenue

  • A template for developing competitive messaging that streamline sales

Today, a new landscape of risk has emerged, led by the Covid-19 pandemic, that has a profound effect on how people evaluate and buy new products. There is an increased level of unpredictability in the economy and in society that represent enormous risk for both suppliers and customers. These risks are increasingly focused on health and sustainability, but include factors such as: domestic political polarization, cyberattacks and technical/infrastructure security, and an information ecosystem that is plagued with fake and biased news.

Adding to this uncertainty is the increase in external competition. Many times, your competition will come from outside your industry rather than from within. We will teach you how to use our proprietary frameworks to guide the creation of a solution that aligns with the core motivations and needs of your category. Category alignment transcends both the traditional non-traditional competitive landscape and protects your company from all competitive activities.

Who Will Benefit

Change Makers

This course empowers executives who want to challenge the status quo with a new innovation

High-Tech Leaders

Product leaders will learn how to ensure sustainable growth with mainstream buyers.

Sustainability Advocates

We teach you to build your movement and achieve market transformation quickly.

Program Structure

Sustained Product Success consists of approximately 20 to 25 hours of material delivered over a six-week period. You can complete the coursework on your own time while meeting regular deadlines.

December 2021

Length: 6 Weeks

Program Dates: 12/7/21 – 1/11/22

Tuition: $2,995

Application Deadline: November 25

March 2022

Length: 6 Weeks

Program Dates: 3/8/22 – 4/12/22

Tuition: $2,995

Application Deadline: February 25

June 2022

Length: 6 Weeks

Program Dates: 6/14/22 – 7/19/22

Tuition: $2,995

Application Deadline: May 25

Speak with an instructor before signing up