How to align your commercial decisions with the technology adoption lifecycle w/ Warren Schirtzinger

You may think that how someone lands an airplane has nothing in common with successful commercialization, but you’d be wrong. Just like successfully landing a plane requires the alignment of many factors, everything in your messaging has to be in proper alignment to! Whether you’re targeting the early market or the mainstream market, your message alignment will be key to your commercialization success. Warren Schirtzinger knows all about ‘landing’ a successful commercialization, and he’s got a few insights and strategies on messaging that can help innovators when they go to market. So, if you’re wondering if your approach should be revolutionary or incremental, if your message resonates with the right market, or you’re just ‘plane’ curious to learn what landing a plan and commercialization has to offer, you’re going to want to tune into this week’s episode! If you like this episode, check out Warren’s first interview here and be sure to look into these additional resources from Warren: Market Relations Guide: A Framework for Ensuring Long-Term Market Leadership Innovation-Adoption Experience, Expertise, and Word-of-Mouth Optimization Here are the show highlights: The similarities between aviation and commercialization (2:55) Alignment and the need for reinvention (9:52) Merging your feedback with the right audience (19:29) Sometimes you need to buck the trend (22:45) Revolutionary vs. Incremental innovations (25:06) How the right alignment helps deliver value (35:03) Guest Bio Warren Schirtzinger likes to refer to himself as the “luckiest business person alive” - and he very well may be! Currently the Managing Partner at High Tech Strategies, he has also built a long and successful career as a strategic advisor, VP of Sales and Marketing. Warren has also made significant contributions to emerging high-tech companies: Apple, Adobe, Harman International, Intermec, and many others. Warren has also built a successful customer alignment process and experience that helps entrepreneurs, CEOs and product leaders align their business activities with people who are motivated to buy. If you’d like to learn more about Warren and his system, or reach out to him, visit hightechstrategies.com or find him on LinkedIn at @Warren Schirtzinger.