I’ve spent 35 years creating innovative new products and services and bringing them to market. That experience leaves me concerned.

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Too many new products or services fail in the market when they should succeed.

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Scarce innovation dollars are wasted on products that never had a chance — a truth good innovation marketing would have revealed.

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The sweat and hard work dedicated to creating a powerful, profitable future is too often wasted through failure.

Companies don't tend to see that marketing new and innovative products or services is a specialty — uniquely different from other marketing.

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Product development involvement is needed as early as possible from senior marketers with extensive communication and go-to-market experience. Only experience, not a list of rules, can build products that thrive in the market while skipping those which won’t..

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Once started in the right direction, senior marketers need to stick with the product so that surprise opportunities are leverages for even higher success and so that compromises don't kill a good start.

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Sales channel choices are more subtle than they may seem. And an exciting new product won't succeed if just tossed onto the pile in a line review. Innovative products must hit the market strong — supported with critically nuanced communication needed to thrive.

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Experience built driving an array of new products needs to lead the first 2 to 4 years when it's critical that new products and services "stick the landing" to become long term strengths.

I created Protonik to deliver success for innovative products and startups.

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My clients benefit from my deep technical and marketing experience — and my knowledge and instincts across the wide range of marketing, sales, and strategy needed for innovation.

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My clients benefit from my years spent learning what moves people and creating the communication to make that happen.

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Most importantly, they benefit from my passion — a passion so deep it makes me angry when innovations suffer marketing failure.

©2018 Protonik, LLC  Portland, Oregon