5 episodes

Join our talks for tips and battle-tested strategies for B2B high-tech businesses and innovations to gain "the go-to solution" status by following the behavioral science of Diffusion of Innovations.

We'll cover topics with real-world examples and case studies about go-to-market strategy, crossing the chasm, differentiation, positioning strategy, category creation, market building, competitive advantage, and market analysis.

It's time to decode what your customers really buy. Transform your products into the go-to solution. Become an unstoppable business.

www.predictableinnovation.com

The unstoppable product - Strategy for B2B high-tech Jose Bermejo & Warren Schirtzinger

    • Business

Join our talks for tips and battle-tested strategies for B2B high-tech businesses and innovations to gain "the go-to solution" status by following the behavioral science of Diffusion of Innovations.

We'll cover topics with real-world examples and case studies about go-to-market strategy, crossing the chasm, differentiation, positioning strategy, category creation, market building, competitive advantage, and market analysis.

It's time to decode what your customers really buy. Transform your products into the go-to solution. Become an unstoppable business.

www.predictableinnovation.com

    The Power of Reliability to Differentiate High-Tech Products

    The Power of Reliability to Differentiate High-Tech Products

    Welcome to the Unstoppable Product Show!



    Join us today to learn the pivotal role of building a perception of a reliable vendor to drive customer trust and reduce risk perception.



    Discover how building for reliability can enhance buyer's confidence and drive sales for your tech/saas solutions.



    Get a free GTM Strategy health audit that includes these elements and more at www.predictableinnovation.com



    00:00 Welcome to the Unstoppable Product Series

    00:22 Diving into Reliability: The Third Pillar of Low Risk Reinvention

    04:30 Exploring the Six Elements of Reliability

    04:39 The Importance of Team, Investors, and Advisors

    07:25 Brand Awareness and Its Impact

    11:32 The Role of IP and Patents in Demonstrating Category Commitment

    13:18 Product Roadmap: A Key to Future Planning

    17:17 Market Vision vs. Product Roadmap

    22:56 Partnership Strategy

    31:47 Concluding Thoughts on Low-Risk Reinvention (Low-Risk Value Proposition™)






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    • 35 min
    Product sales & Risk Perception #02: Increase affinity with your buyers and end-users

    Product sales & Risk Perception #02: Increase affinity with your buyers and end-users

    Listen this chapter to learn the second bucket of the Low-Risk Reinvention framework: affinity to the buyer and end-user to reduce the perception of buying and adopting your product.



    Along this chapter, we'll emphasize the importance of understanding the customer, providing trial periods, and aligning the product with the customer's values and workflow.



    Examples of successful implementations, such as Vermont's COVID vaccination program, Microsft's Office 265, Amazon, and others innovations, highlight the effectiveness of these strategies in reducing risk and driving adoption.



    Takeaways


    Understanding the customer and showing affinity is crucial in reducing risk perception and driving adoption.
    Trial periods and trial-before-commitment options can significantly lower the risk perception for potential customers.
    Aligning the product with the customer's values, workflow, and familiar channels increases the likelihood of adoption.
    Evaluating, integrating, and providing reliable customer support is essential in building trust and reducing risk.

    Chapters

    00:00 Welcome to the Unstoppable Product!

    00:09 Diving into Low-Risk Reinvention

    02:19 Exploring the Affinity Bucket

    04:48 Domain Expertise: The Key to Affinity

    07:36 The Power of Familiarity in Product Adoption

    13:25 Workflow Integration: Ensuring a Smooth Transition

    19:46 Trial Before Commitment: Reducing Risk Perception

    23:54 Unlocking the Power of Trial Periods

    24:50 Competitive Edge with Free Trials

    26:05 Innovative Trial Strategies for High-Value Products

    27:44 Supporting Evaluation and Adoption

    33:20 Value Alignment: The Key to Customer Satisfaction

    38:27 Leveraging Trusted Channels for Effective Marketing

    43:43 Wrapping Up: Low-Risk Reinvention Series



    Get our help to close more clients by reducing the risk perception of your product at www.predictableinnovation.com


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    • 44 min
    Product Sales & Risk Perception #01 - Assurance Attributes

    Product Sales & Risk Perception #01 - Assurance Attributes

    Today, we'll introduce the concept of risk perception in technology buyers and how it plays a critical role in your growth.

    We'll showcase 6 of the 18 elements we've observed, which are the ones a company must build around its core product to sell more to the risk-averse mainstream customers.

    This episode is one of three in which we'll introduce the 18 elements to lower the risk perception of your value proposition and sell more.


    This episode of the Unstoppable Product Show focuses on helping CEOs and executives in the high-tech industry become market leaders through the low-risk reinvention approach. The conversation begins with reflections on how the world is becoming riskier and the importance of managing life and technological risks. The hosts introduce a framework based on the behavioral science of the diffusion of innovations, aiming to teach listeners how to achieve go-to solution status in their markets by understanding and leveraging customers' risk profiles. The recent cyber attack on United Healthcare serves as a springboard to discuss the critical role of cybersecurity in risk management.

    The episode then dives into the 'Assurance Bucket' of the low-risk reinvention model, detailing six elements (standards/certifications, security/privacy, sponsorships/associations, complimentary products and services, customer references, and peer-to-peer interaction) essential for reducing the risk perception of technology products. Each element is explained with concrete examples, including the impact of standards like ISBN on Amazon's success and the pivotal role of Microsoft's ecosystem in selling Azure services. The aim is to provide high-tech leaders with actionable insights to decrease perceived risks and strategically position their innovations for wider adoption.

    00:00 Introduction and Greetings
    00:53 The Unstoppable Product Show: Chapter 3
    01:20 The Low-Risk Reinvention: Innovations and High Tech Products
    02:00 The Recent Cyber Attack on United Healthcare
    02:58 The Impact of the Cyber Attack on the Healthcare System
    03:10 Understanding the Diffusion of Innovations
    04:17 The Importance of Risk Avoidance in Product Success
    05:19 The Different Flavors of Risk
    06:25 Introducing the Low Risk Reinvention Model
    06:50 The Assurance Bucket: Reliability, Affinity, and Assurance
    11:36 The Power of Standards and Certifications: The ISBN Example
    16:09 The Importance of Security and Privacy
    20:10 The Role of Sponsorships and Associations
    23:07 The Value of Complementary Products and Services
    34:20 The Power of Customer References
    16:12 The Impact of Peer to Peer Interaction
    42:41 Conclusion and Preview of Next Chapter



    Build Your Low-Risk Product, Brand and Offer With Us

    www.predictableinnovation.com


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    • 44 min
    Apple Vision Pro: Early Adopter Excitement Vs Mainstream Skepticism

    Apple Vision Pro: Early Adopter Excitement Vs Mainstream Skepticism

    Join our discussion about the differences between mainstream and early markets, specifically targeting adopter profiles and value behaviors.

    We use examples from major tech companies like The New Apple Visio Pro, Microsoft, and Amazon and their product innovations to explore the diffusion of innovations, risk perceptions, complete solution concepts, and adopting a diagnostic selling approach.


    You'll learn insights into how these companies leveraged familiar tools and targeted specific use cases, gradually introducing new features and intangibles to reduce risk perception and accelerate your product adoption (aka sales).


    00:00 Introduction and Welcome
    00:34 Understanding the Differences Between Mainstream and Early Markets
    01:00 Exploring the Use Cases of Apple Vision Pro
    02:17 Discussing the Buying Behavior Towards New Innovations
    09:26 The Role of Risk Perception in Adoption of Innovations
    18:28 The Importance of Complete Solution in Product Adoption
    29:13 Case Study: Microsoft's Strategy in Introducing Cloud
    33:57 Conclusion and Wrap Up



    Build an unstoppable positioning with our positioning book.



    Send us your questions so we can answer them in the next chapters! Help us help you!


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    • 30 min
    The Importance of Target Market Selection

    The Importance of Target Market Selection

    Welcome to the Unstoppable Product Show!



    In this episode, we'll discuss the case of Akili's pivot in its target market and the importance of target market selection for success.



    More Details And Templates With Our Go To Market Strategy Framework



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    • 28 min

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