Three things need to happen for a new technology to be successful:
1) It needs to be different and valuable
2) It needs to have a way to be manufactured at low cost and at high scale
3) The infrastructure needs to be in place to enable customers to benefit from the different and valuable characteristics of the product.
Aligning the market to be compatible with your new product is not an easy task. You are going to have to persuade other market participants to align their strategies, plans, and roadmaps to the needs of your new product.
1. Clearly articulate the exceptional value you expect to bring to the market. Exceptional value will translate into market share gains for you; none of the other market participants will want to be left behind.
2. Provide regular development program updates for your new product including test data and market introduction timing. This reinforces your credibility and intent.
3. Ask to see regular status of programs and decisions from market participants that you are counting on to be ready when your new product is introduced.
4. Engage all major market participants and avoid exclusive relationships. Don't risk your product being rejected because your customer's favorite supplier for an adjacent process is incompatible.
-Michael Chase
or
5. Do it yourself - Michael Rogerson
Visual, Interactive and Persistent = Meaning -
Goal of marketing messaging: persistent and consistent message over a period of time - Michael Chase
2 ways to do this: Mandate or Motivate.
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