How to Commercialize Technology in 6 Foolproof Steps-How to Commercialize Technology in 6 Foolproof Steps Recording

Video Transcription

Video Summary

In this online class, Dan Adams, founder of the AIM Institute and author of "New Product Blueprinting," presents six foolproof steps to commercialize technology successfully. He emphasizes the importance of distinguishing between technology development (science-facing) and product development (market-facing), advising firms to keep these processes separate. A key step is selecting a target market through needs-based segmentation, which balances efficiency and effectiveness.<br /><br />Dan highlights the critical practice of identifying and validating assumptions early to avoid costly failures, using tools like the ABC grid and risk-rating matrices for impact and certainty. Discovery and preference interviews with customers help uncover their true desired outcomes, enabling companies to prioritize development efforts based on market satisfaction gaps—where importance is high but satisfaction is low. This data-driven approach prevents innovation errors, reduces commercial risk, and fosters customer engagement.<br /><br />Dan also discusses the pros and cons of virtual versus in-person voice of customer (VOC) interviews, noting virtual methods have become highly effective post-pandemic. He advocates for quick project termination when fundamental risks or landmines emerge, saving resources.<br /><br />Training in new product blueprinting techniques, including interviewing skills, helps teams understand customer needs deeply, crucial for profitable innovation. Dan concludes by encouraging audience questions and provides resources for further learning on commercializing technology in engineering and B2B markets.

Keywords

technology commercialization

product development

market segmentation

assumption validation

customer interviews

innovation risk management

new product blueprinting