go-to-market

Enter a market whose biggest cost is customer acquisition — when you already own the customers.

Remove every adoption barrier yourself when launching infrastructure-dependent tech in underserved markets.

Navigate the Technology Adoption Life Cycle by matching your strategy to your market's current development phase from early market through tornado to main street

A disciplined process for narrowing from hundreds of potential markets to one beachhead you can dominate, then expanding from that position of strength.

Set pricing for pragmatists and choose channels that deliver the whole product

Map the five psychographic groups that adopt disruptive technology

Match your sales channel to your buyer's expectations and your product's complexity

Concentrate all resources on one niche beachhead to break into mainstream

A step-by-step guide to successfully commercializing technology your best customers do not want

Set prices that reinforce your market leadership positioning and support your distribution channe...

Match your distribution channel to your buyer type -- five channels for five distinct customer pr...

Close the gap between your marketing promise and the buyer's actual experience by delivering the ...

Cross the chasm by concentrating all forces on a single niche market, dominate it, then expand ou...

The fatal gap between early adopter enthusiasm and mainstream market adoption that kills most tec...

Map your market by understanding the five psychographic profiles that determine how technology ge...

Superior distribution alone can create a monopoly; inferior distribution alone can destroy one