Use our commercialization strategies to create products that sell themselves.
Make your product or innovation spread like a virus and create waves of market adoption.
For over 30 years, we’ve developed commercialization
strategies for the world’s most successful companies.
Why do market leaders and innovators work with us?
They know commercialization strategy is the key to long-term success
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Offering the right value at the right time. Attracting ideal partners and allies. Creating long-term competitive advantage. Taking a novel innovation to market. Generating positive word-of-mouth communication. Finding new opportunities and/or creating new momentum.
Achieving sustained financial results requires both strategy and execution. While there is no such thing as one-size-fits-all, there are proven methods of commercialization such as The Value Alignment Lifecycle™ and the Low Risk Recipe™. Rooted in neuroscience and human behavior, let us empower you and your team to become commercialization experts, and claim the position of recognized market-category leader.
What happens when you do? You will see:
✓ Market-strategies built on your sustainable advantage
✓ A focus on value delivery across your organization
✓ Overwhelming support from your market ecosystem
✓ Growth based on proof, not promotion
✓ Waves of eager investors
"Warren's Low Risk Recipe was the most profound eye opener for me. It helped me see what it takes to bring a true innovation to market and additionally what it takes to scale it."
Atul Vashistha
Founder & Chairperson, Neo Group
IAOP Hall of Fame | GSA Top Advisor
Your commercialization partner from training courses to fractional leadership
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Learn on your own. Build a highly-capable team. Partner with us to solve
commercialization challenges within your organization.
Commercialization skills training
Expert-led training courses proven to transform
In person, live online, and on demand – training how you need it, when you need it. Our training courses can teach you to:
• Find new opportunities and bring them to life
• Create long-term competitive advantage
Identifying Opportunities for Growth
Strategic selection of target markets is critical because it is the foundation of commercialization. Learn how to conduct a value-based analysis of the market landscape, to reveal exceptional opportunities for growth that are based on your core capabilities.
Live online: March 16-17, April 6-7
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Positioning for Market Leadership
Customers “position” a product and company in relative terms of importance based on what the company does, not what it says. Learn how to prove your product is the best in the world at delivering value, in a way customers care deeply about.
Live online: March 12-13, May 8-9
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The 15 Stages of Value Creation
Changing the value you deliver is not a one-time thing. Market dynamics and value perception change 15 times on the market adoption curve. Learn how to use the customer’s point of view to sustain competitive advantage starting with strategic commercialization.
Live online: February 25-26
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Product Commercialization and Planning Strategies
All successful products and innovations have 3 things in common. This course provides a complete overview of the Low Risk Recipe™ concept and how it has been the key to sustainable competitive advantage for all successful products and innovations.
Live online: August 27
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Commercialization Case Studies
Advanced Marine Technology’s augmented reality technology for marine navigation required a commercialization blueprint that identified the best and fastest path to financial success. Read how High-Tech Strategies partnered with AMT to identify early market customers and applications, followed by a sequence of mainstream buyers, ultimately generating a sizable financial return.
AMT was an established supplier of electronic charting and navigation software. And the company’s Augmented Reality (AR) technology created exciting new opportunities to address the continuing need to improve the safety of life at sea. So, AMT executives wanted to identify and work with customers in marine segments with the highest perceived value.
This project provides additional evidence that in most high-tech markets, what you say doesn’t matter. The only thing that matters is what you can prove. And this is especially true in the marine navigation industry. Customers will not buy an innovative new product unless they feel safe, and storytelling doesn’t prevent a ship from running aground.
Digital audio workstations (DAW) have been in use in many industries since the late 1970s. But no one had ever created a DAW designed for use “on the air” in the broadcast industry. Read how High-Tech Strategies partnered with Audion Labs to commercialize a single-use digital audio workstation that has become the industry standard in radio broadcast.
Seattle broadcast personality Charlie Brown spent 35 years in radio cutting audiotape with a razor blade and re-splicing it. And he was tired of it. So, he went out and developed an alternative — a digital audio workstation that was designed specifically for live radio broadcasting. That invention formed the basis of a high-tech startup called Audion Labs.
The worldwide success of this product proves that more features and functionality are not what customers want. Less is more. And identifying the one thing that users want, then delivering that single point of value, is often the foundation of commercialization and financial success.
The dominant method of energy-manager certification had led to an oversupply of people with energy-management credentials, but no actual experience in implementing energy efficiency projects. Read how High-Tech Strategies partnered with NWEEI to create a new-category in energy-manager education based on hands-on learning and performance-based certification.
The Energy Management Certification (EMC) program combines classroom instruction with on-the-job project implementation. To earn certification, students are required to implement a cost-saving project and demonstrate a real-world reduction in energy use for their employer, before earning certification.
The creation of a new category requires an innovation that is unique that many people are automatically interested in. NWEEI’s new approach to certification was easily differentiated as a superior alternative to the incumbent. It is like offering a master’s degree compared to an ordinary bachelor’s degree.
With the loss of their primary source of energy generation, the municipal utility in Sacramento, California (SMUD) needed to find a way to get people who are primarily risk averse to adopt clean-energy and solar power. High Tech Strategies was hired to help the utility design and implement a strategy for market transformation to solar power. SMUD’s pioneering initiative was also designed to stimulate demand for and production of solar power, so it could become commercially viable.
Through understanding the pragmatic and risk-averse nature of the mainstream buyer, SMUD was able to design an effective transformation strategy that leveraged all of the inherent advantages of an electric utility. This included creating a compelling, low-risk solution for mainstream customers by offering a complete, standardized solar-panel package while simplifying both interconnection and permitting.
As incumbent utilities grapple with the daunting challenge of reinventing themselves, the pioneering work at Sacramento Municipal Utility District (SMUD) provides a credible foundation from which to construct a new-age road map for utilities going forward.
Nikko Securities (a member of the Sumitomo Mitsui Financial Group) wanted to create a new US-based venture capital fund, but they were unsure how to offer something that was truly different and valuable within the crowded VC community. Warren Schirtzinger at High Tech Strategies guided Nikko to a new approach called hybrid venture capital.
To achieve their goal Nikko needed to learn about venture capital investing practices in the United States, and build a team of highly-skilled investment managers and analysts. But their biggest challenge was “fitting in and standing out.” They needed to co-invest with established VCs in the US and offer something that was both different and highly valuable.
Nikko Securities announced the formation of their new US-based organization, EnCompass Ventures, to help emerging software companies ensure the successful commercialization of their products in Japan. To ensure the success of that new organization, Nikko asked Warren Schirtzinger to introduce their new management team to all of the successful and high-profile venture capital firms in the Northwest. Warren also provided a blueprint of typical software-startup funding practices, along with a comprehensive compensation survey.
All market segments are crowded with suppliers
You have hundreds of competitors.
Let’s make sure you win.
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Why Our Commercialization Methods Work
For over 30 years our sociology and neuroscience-based frameworks have driven the commercial success of global brands. It’s who we are.
- Educators who teach you real-world, transferrable skills
- Social-psychologists who show you how people evaluate new products
- Industry experts who help you create competitive advantage
- Strategists who put human behavior first
Free resources
Templates, tools, infographics, white papers, and more
Guides and tools
Innovation-Adoption Curve
Diffusion of Innovations by Rogers, E. M., (First edition. New York: The Free Press. 1962) describes the qualities that make an innovation spread successfully. It is the most popular model for understanding how new products and innovations gain momentum and diffuse (or spread) through a specific market or population.
Guides and tools
Market Education Guide
People still talk with other people before making important decisions…especially decisions related to buying new technologies or adopting new innovations. Market education is a proven method of enabling conversations between people that are based on evidence and credibility.
Industry analysis
Accelerating EV Adoption
Cost and limited driving range are not the only barriers to widespread adoption of electric vehicles. The perception of risk plays the biggest role in delaying mainstream acceptance. This analysis of adoption factors demonstrates that a reduction in perceived risk is actually the primary transformative factor.
People Patterns video podcast
What is your customer buying?
Business leaders tend to think the multitude of features and functions in their product are the ultimate selling points in their marketing. Extra features may provide value in the future, but the initial adoption of something new is actually based on a single feature or function…especially with mainstream customers.
Featured article
Chasm Crossing Confusion
When business leaders decide to use a framework for strategic guidance, the model needs to be crystal clear. Any ambiguity can lead to delay of revenue. The lack of understanding of the chasm concept explains why B2B tech companies often take a decade or more to build a profitable revenue stream.
Guides and tools
Low Risk Recipe eBook
The Low Risk Recipe™ is one of the most powerful frameworks developed by High Tech Strategies. In this eBook we describe how intangible attributes allow the development of a low-risk offering, which is the most important dimension of value for mainstream customers and buyers. Several examples are included.
