Marketing Complex Innovation
Sunday June 1, 2008, 8:00 am - 6:00 pm, Boston, Massachusetts
This course provides innovators with a walk through the process of
successfully bringing complex technologies to market. Go-to-market
mechanics will be discussed in detail, and a great deal of emphasis will
be placed on creating solid strategic platforms that ultimately maximize
the results of tactical execution and return on marketing investments.
Tactical execution will be discussed in great detail including
real-world examples from the marketing trenches where a “better
mousetrap” never achieves commercial success without the benefit
of a robust, professional marketing program (even super-innovator Thomas
Edison possessed a rich and aggressive marketing acumen that rivaled his
The course offers participants a uniquely comprehensive toolkit for
market success — a practical and fundamental how-to roadmap that
can be transformative for engineers and scientists who want to maximize
the potential of their innovations. With the knowledge gained in this
course, attendees will leave armed with newfound insight and an ability
to better manage the process of transforming technological breakthroughs
into market success.
- The bright, shiny object — what have you innovated?
- Market disruption — evolution, revolution and reality
- Internal consensus — what business are you in?
- Customers — who exactly are yours?
- Customers — speaking the right language
- Customers — who influences what they buy?
- Driving need and value — asking why five times
- Messaging — finding the “Big Idea”
- Market contexts — ecosystem positioning
- The long view — visionary product roadmaps
- Public relations — the myth of over-the-wall press releases
- Anatomy of an announcement — staging a product launch
- Analyst relations — influencing the influencers
- Contributed editorial — the secret weapon
- Speaking opportunities — from panel participant to keynote superstar
- Market traction from PR — patience, work, and more patience
- Advertising — seduction, money pits, and doing it right
- Online communities and blogs - conversations in the many-to-many universe
- Measuring results — quality not quantity
- The real world — case studies from the trenches
- Interactive Q&A time — discuss actual products with course participants
Who Should Attend:
This course will benefit scientists, engineers, and other technical
innovators who want a practical perspective on the marketing process
involved with launching complex technical products. This course’s
introduction to the marketing process is an excellent blend of
high-level strategic fundamentals with the nuts-and-bolts of tactical
Steve Schuster is chairman and founder of Rainier Corporation, a
leading technology-marketing agency. He has more than two decades of
industry experience marketing and designing high-technology products,
and while at Rainier has been the creative force behind dozens of PR and
advertising campaigns for a wide variety of complex innovations.
Mr. Schuster began his career designing speech recognition systems for
renowned futurist Ray Kurzweil, and professional audio processing
equipment for Lexicon. His first marketing role as a product manager for
real-time data acquisition and signal processing products at Concurrent
expanded into industry marketing for measurement, control, vibration,
and signal intelligence markets. Following various technology marketing
management and director-level roles he served as general manager of Data
Translation's digital signal processing division.
Existing PR and ad agencies, he discovered as an executive, were simply
not capable of digesting and intelligently communicating technologies to
technical audiences. In response, Mr. Schuster launched Rainier in early
1993 with a vision credibly providing technology companies with a
professional resource for bringing “complex” technologies to
Mr. Schuster received a BS in Electrical Engineering and an MBA, both
from Northeastern University in Boston, MA.
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