Boldly Chart Your Path from Lab to Market

More than 30 years of experience commercializing new technology in competitive, international markets.

Each path is unique, but all share core principles.

• Start with Customers, not Technology:

  • Who needs what benefits and why?

    • Who - Identify the person who will purchase your innovation or become your champion ​

    • What - What benefits do they desire, what problem are they trying to solve?

    • Why - Why don't they have those benefits today - accessibility, cost, lack of performance?

• Understand Workflows:

  • Workflows are how companies translate activities into value producing results

  • ​Innovations create valuable outcomes only if they fit into a company's workflow

  • Do you have to fit in existing workflows, do you need to create new workflows? 

• Plan for Customer Adoption

  • Slow adoption is expensive, it can kill poorly planned commercialization efforts

  • Do you have a customer adoption (sales) funnel? Where is it stalled?

• Drive Early-stage Sales

  • Lead, don't outsource your initial sales activities

  • Learn what and how your customers decide upon purchases

  • ​Secure initial design wins and establish sales playbooks

• Develop Partnerships

  • You're part of an ecosystem, make sure you enhance value for all- if not reconfigure the value chain

  • Establish market presence in your customer's territories

• Master Fundraising

  • ​Translate technology and resource requirements into actionable financial metrics

  • Facts don't get funding, stories do

    • ​​Create a coherent story that concisely articulates the new world your innovation creates​