Overcome Barriers to
Technology Adoption

We help B2B companies accelerate the adoption and utilization of technology-based products
Technology Adoption Lifecycle

Unlock your potential
for success

Find new opportunities and
bring them to life

Create long-term competitive advantage

Outsmart the competition by
doing something they can’t
or won’t do

Accelerate profitable growth

Create new momentum and
reach the next stage of growth

The world's leading authority on technology adoption


Our expertise is rooted in the work of our founder, Warren Schirtzinger, who is the living legacy of Diffusion of Innovations, the technology adoption lifecycle, crossing the chasm; and the author of The Low Risk Recipe™

Warren’s leadership has had a critical impact on the field of technology adoption and our understanding of how new products and innovations spread. His strategic frameworks are routinely used by business executives around the world.

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Diffusion of Innovations

Our connection to Everett Rogers led to the creation of the adoption lifecycle for high-tech products.

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The Marketing Chasm

Our pioneering framework called The Marketing Chasm was later popularized in crossing the chasm.

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Technology Adoption Lifecycle

We guided a group of consultants at Regis McKenna Inc. when they updated Rogers’ diffusion model for high tech.

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The Low Risk Recipe™

The three elements all successful products and innovations have in common.

The End of Technology Advantage

The days of technology differentiation are over. Almost anyone can replicate your tech-focused product in a short amount of time (especially in SaaS, AI and software). Rather than try to sell a “me-too” product, you need to create and deliver value in ways that are unique, long-lasting, and accelerate high-margin growth.

We help high-tech companies use their go-to-market strategy as a way to create exceptional value for customers while ensuring competitive advantage over a tsunami of new competitors.

technology adoption expert presentation

For over 30 years, we’ve developed technology adoption strategies for the world’s most successful companies.

The Top 5 Questions for CEOs


  • What is your market/business?
  • How does your organization know what customers are actually buying?
  • How are customers encouraged to remain customers — and, how can we convert one-time customers into continuing customers?
  • How do we ensure leadership positioning?
  • How do we lower the costs of marketing and selling?

    Value alignment for each stage of technology adoption

    Introducing the Value
    Alignment Lifecycle™


    Business leaders must continuously re-create and deliver value throughout the adoption lifecycle

    Learn how to deliver the right value, to the right people at the right time

    Questions about technology adoption?

    We would love to answer them

      All Successful High-Tech Innovations Have Three Elements in Common