The single most important factor when bringing an innovation to market w/ Warren Schirtzinger



When it comes to our target audience, we think we know exactly what they want - but do we really? Or are we making assumptions based on past behavior?

This may seem like a simple fix but the habit can be hard to break. And when 95% of all innovations fail, that leaves very little room for error.

Warren Schirtzinger has been able to break that habit - and he’s dishing out some major strategies on how to increase your chances of having your innovation adopted!

Warren talks about assumptions and past behavior, understanding who the adopters (and innovators) are in the adoption cycle, and even the balance of benefit/cost.

There’s a lot to unpack in this episode. And we’re planning on more with Warren, so get in on the first show and get ready to shore up your innovation adoption strategies so you can increase your chances of success.


Here are the show highlights:

  • Adoption of innovation and risk evaluation (6:31)
  • This is why 95% of all innovations fail (8:40)
  • Electric vehicles vs. COVID vaccinations - don’t make assumptions (17:09)
  • Understanding who the innovators and adopters are (20:09)
  • Identifying the magic in word-of-mouth (28:42)
  • For every benefit an innovation brings, there’s a cost (33:00)

And here are a couple more resources from Warren for further reading:

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Guest Bio

Warren Schirtzinger likes to refer to himself as the “luckiest business person alive” - and he very well may be!

Currently the Managing Partner at High Tech Strategies, he has also built a long and successful career as a strategic advisor, VP of Sales and Marketing. Warren has also made significant contributions to emerging high-tech companies: Apple, Adobe, Harman International, Intermec, and many others.

Warren has also built a successful customer alignment process and experience that helps entrepreneurs, CEOs, and product leaders align their business activities with people who are motivated to buy.

If you’d like to learn more about Warren and his system or reach out to him, visit or find him on LinkedIn at Warren Schirtzinger.