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| Client
results |
I
have helped launch new products, companies, and fields
which have become worth more than ten Billion dollars. |
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Case
studies
I
compete on the basis of payback and results delivered.
Marketing
is an investment, just as engineering is an investment. The payback from
these investments may be quickly apparent. Occasionally, it may take time
to fully appreciate the payoff. Since I have been in practice for more than
twenty years, many of the results are now clear and the payback can be
quantified.
Although
my work is confidential, a few companies have agreed to share their payback and
results. I am pleased to welcome the first half-dozen to this web site.
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Cytyc
Startup
to $6.2 Billion market capitalization. Motivated
multi-million dollar funding to help launch a new biotech field,
automated PAP smear preparation.
"Deadly
accurate!" customer interviews. Early Market Research, in
advance of engineering, identified profound changes from the initial
product concept; steering engineering to create the first significant improvement in
cervical cancer screening in over 50 years with 65% more disease
detection.
Testimony
before Congress resulted in new legislation.
View
the case study.
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Brooks
Automation
Repositioned
Brooks for dynamic growth: sales climbed more than 100-fold; from
stagnation under $4 million, to more than $500 million. A $2.1
million investment grew to a market capitalization of $1.6 Billion.
Re-started
the marketing department as VP of Marketing. Crystallized basic
customer needs and the benefits that Brooks delivered, providing
customer-oriented direction to engineering.
Helped
launch a new field, cluster tooling. "Dynamite!"
View
the case study.
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Phoenix
Controls
VP of
Marketing helping to launch a new firm dominating their market.
Aided in the creation of a new field, variable air volume (VAV) control
systems.
Steered
Phoenix to simple product changes that resulted in decisive market viability,
product differentiation, and patents for a defensible position. "Your
key contribution was the Market Research that gave us a handle on where
to go."
View
the case study. |
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Veeco
Primary
Market Research to validate a proposed new product saves Veeco $1
million and 18 months. Surfaced the facts about the real customer
needs - Veeco had the wrong strategy.
View
the case study. |
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Kodak
Employed
the
Marketing/Engineering Investment Ratio™ as a management tool.
Installed methods, processes, and tools for a new opportunity selection
process.
"You
identified our problem, and our solution, in the first hour!"
View
the case study. |
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Acugen
Software
Catapulted
an entrepreneur to world market dominance in 18 months with no capital
and no sales force! Drove their competitor, with a 50-person
sales force, to withdraw.
"You engineered my secret
weapon!"
View
the case study. |
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