GRIT Metalogue @ the Home of Bernard and Elsa Gonazalez

Creativity as a Catalyst for Confident Commercialization

Why do so few breakthrough products break even?

While studying innovation across many B2B organizations, two business school professors made a startling observation: Business leaders are very confident in their ability to develop innovations, but not in their ability to commercialize them. Even when companies realize how their new-to-the-world product will transform customers, they frequently fail to recognize how their own sales channel must adjust. Simply put, it’s harder to get a client to buy an unfamiliar product - that will change how they do things - than it is to sell them additional units of a product they already use.

Fortunately, the creative talent needed to stimulate effective commercialization exists within product development teams – it just needs to be allocated in some new ways! During this program, we’ll discuss several persistent myths that consistently undermine B2B commercialization efforts. Then we’ll explore some specific ways that creativity can cure the commercialization conundrum

James Craig

James Craig has focused on growing B2B companies throughout his career, beginning in small regional companies and startups before following a traditional MBA path into corporate marketing - where he honed his skills empowering B2B sales teams around the world with confidence-building targeting, tools, and door-opening messages. He now enjoys applying the tools and experiences he's gained from world-class companies to help small- and mid-size companies punch above their weight and methodically outgrow their peers.

Based in Minneapolis, James serves on the Board of Advisors at the University of Minnesota’s Carlson Ventures Enterprise and is a guest lecturer for the Marketing Department of the Leeds School of Business at the University of Colorado – Boulder.

Learn more at www.revulet.com.

Event Venue & Nearby Stays

669 Summit Ave, 669 Summit Avenue, Saint Paul, United States