Tech start-ups, small tech-related support businesses, and large multi-national companies alike, experience the challenge of accelerating the market adoption of their latest innovation. A slow market uptake can be frustrating to all: owners, investors, inventors, banks, and business managers. Stretched-out cash flow projections, continually modified schedules or the need for additional dilutive investment can make life painful and embarrassing – bringing CTO’s, CFO’s, board members and investors to verbal impatience. The problem often seems immune to even large doses of marketing expense.

Little known to many technologists and marketers is the body of research-based empirical science available to enable and accelerate the market adoption of an innovation. This talk will reveal the concepts, strategies, tools, and approaches derived from that research, the empirical marketing science conclusions derived from it, its parallels in military strategy, and the real-world successes of 30+ years of deploying those insights. It will open your eyes and minds (instead of your wallets) to reveal and quickly resolve the root causes of your slow market adoption challenges or accelerate the traction of those offerings simply not moving as well as you had hoped.

Topics Include:

• The fundamentals of the adoption of innovation
• Diagnosing the friction of market adoption
• The “Everyone can use it!” trap.
• The Magic of Market Focus
• Selecting the best foothold market
• The facts and fallacies of low introductory pricing
• Leveraging the Intra-Market Network: The Experts, Opinion Leaders, Venues, Vehicles
• Managing the New Business Development & Sales process