Even outstanding products need a solid Go-to-Market plan. For products that are less distinctive, excellence in the Go-to-Market plan is even more critical to grab the industry’s attention and gain sustained market share. Our Go-to-Market Path methodologies help companies create the right plan for the right product. They cover key aspects of commercialization, and they account for the specific dynamics of innovative offerings. These plans address issues such as:

  • Targeting: Should you aim wide or narrow? What foothold should you pursue first? What other doors will success there open?
  • Messaging: What messages hit on customers’ key Jobs to be Done? What will be distinctive and hard to imitate?
  • Channels: How do you educate and sell to customers, particularly if your sales channels might not prioritize innovative offerings?
  • Pricing: How do you price a truly distinctive offering? How do you escape commoditization pressures?
  • Launch: What will a compelling launch look like? What will grab the market’s attention?
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Speeding Growth: 8 Drivers of Fast Product Adoption

Some new products become popular seemingly overnight; others languish for years despite being great ideas. In our working paper, we ask: why? What accounts for the varying adoption speeds of different innovations?  Is there anything to do to move things along more rapidly? Eight factors stood out as major influencers in the adoption speed of an innovation. 
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