Getting It Right the First Time: How Innovative Companies Anticipate Demand

Getting It Right the First Time: How Innovative Companies Anticipate Demand

by John Katsaros, Peter Christy

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Overview

There is no doubt that the pace of business has accelerated: Products go from concept to release faster than ever, business partnerships and alliances are established (and dissolved) more quickly, and competitors take swifter advantage of any tilt in the playing field. In Getting It Right the Fist Time, John Katsaros and Peter Christy argue that the most successful businesses-whether they sell micro-processors, information, or airplanes-are those that accurately predict market conditions and demand for their products and services. Showcasing dozens of colorful examples of lucrative successes and missed opportunities (from high-tech to financial services to medical devices), the authors explain how to: Identify your top customers in advance of entering the market, Position your company and its products successfully to those customers, Catch emerging trends before your competitors do. In a viciously competitive world, Getting It Right the First Time provides essential guidance for entrepreneurs, marketers, product developers, and business strategists.

About the Author:
John Katsaros is a principal at the Silicon Valley-based Internet Research Group (IRG)

About the Author:
Peter Christy is a principal at IRG. He previously served as president of MicroDesign Resources and in management positions at leading computer companies, including Apple, Digital Equipment, IBM, and Sun Microsystems

Product Details

ISBN-13: 9780313351549
Publisher: ABC-CLIO, Incorporated
Publication date: 03/30/2008
Edition description: Reprint
Pages: 176
Product dimensions: 5.90(w) x 9.10(h) x 0.60(d)

About the Author

John Katsaros is a principal at the Silicon Valley-based Internet Research Group (IRG), a leading marketing research and consulting company. He is the author of Selling High Tech and a contributing author to Tricks of the Internet Gurus.

Peter Christy is a principal at the Silicon Valley-based Internet Research Group (IRG), a leading marketing research and consulting company. He previously served as president of MicroDesign Resources and in management positions at leading computer companies, including Apple, Digital Equipment, IBM, and Sun Microsystems.

Table of Contents

Preface     vii
Acknowledgments     xiii
Face Off: Skating to Where the Puck Will Be     1
Anticipating Change: The Case for Savvy Planning     13
Looking at the Future     29
Knowing Where and How to Move     45
Big Plays     69
Finding the Future     81
Positioning for Change     97
Segmentation: Finding Your Killer Application     115
Finding the Next Big Thing     133
Recommended Readings     149
Index     151

What People are Saying About This

John B. Mumford General Partner

"In over 35 years as an entrepreneur and seed venture capitalist, I have been fortunate to have been a founder of four public companies and have worked with entrepreneurs to plan and launch many successful ventures. Getting It Right the First Time captures the requirements to make a business a success operationally and financially. Having a clear strategy and thorough business plan based on extensive market research and customer feedback is the most critical issue to a company's success."

Steve Baloff

"A must read for all entrepreneurs. John and Peter have reduced the elements of strategic marketing to the core elements. A veritable how to guide for technology entrepreneurs hoping to pioneer new markets. Don't start-up without it. Getting It Right the First Time should be core curriculum for all graduating entrepreneurs!"

Steve Baloff, General Partner, Advanced Technology Ventures

Dave Peterschmidt

"Katsaros and Christy tell a compelling story where business success requires sophisticated, innovative technology backed by clear business reasoning and strategy. They have proven their ability to cut through all this complexity to produce guidance of high value and present a point of view worth understanding."

Dave Peterschmidt, President and CEO,Openwave Systems, Inc.

Guy Kawasaki

"Getting It Right the First Time will grab the attention and fill the needs of both veterans and first time entrepreneurs. The authors provide a hardcore inspirational change the world message tempered by real-life examples to illustrate their points. This is a necessary read for the new, new economy entrepreneur."

Steve Baloff

"A must read for all entrepreneurs. John and Peter have reduced the elements of strategic marketing to the core elements. A veritable how to guide for technology entrepreneurs hoping to pioneer new markets. Don't start-up without it. Getting It Right the First Time should be core curriculum for all graduating entrepreneurs!"

Dave Peterschmidt

"Katsaros and Christy tell a compelling story where business success requires sophisticated, innovative technology backed by clear business reasoning and strategy. They have proven their ability to cut through all this complexity to produce guidance of high value and present a point of view worth understanding."

John B. Mumford General Partner

"In over 35 years as an entrepreneur and seed venture capitalist, I have been fortunate to have been a founder of four public companies and have worked with entrepreneurs to plan and launch many successful ventures. Getting It Right the First Time captures the requirements to make a business a success operationally and financially. Having a clear strategy and thorough business plan based on extensive market research and customer feedback is the most critical issue to a company's success."

John B. Mumford General Partner, Crosspoint Venture Partners

Guy Kawasaki

"Getting It Right the First Time will grab the attention and fill the needs of both veterans and first time entrepreneurs. The authors provide a hardcore inspirational change the world message tempered by real-life examples to illustrate their points. This is a necessary read for the new, new economy entrepreneur."

Guy Kawasaki, Author of The Art of the Start

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