Partners to build growth.
We leverage a rich ecosystem of partners to cover the tactical implementation.
We are the living heritage of Diffusion of Innovations and the original creators of The Chasm model. We use this knowledge to help B2B companies in tech enter new markets and win in competitive ones.
Our technology adoption and tech markets understanding comes with a big responsibility: we must fight against marketing strategy misconceptions and hypes that are killing countless products.
Time and time again, we see technology and software products fall victim of growth hacks, ads, features overdevelopment, and countless hyped tactics pushed before the right target audience and growth path has been selected.
We're help B2B Tech/SaaS leaders engineer, validate and execute a winning market strategy to build sustainable, profitable growth by making products more "buyable" and desirable.
Our frameworks for tech, popularized in the "Crossing The Chasm" book, have been proven and refined in over 200+ products during 30 years. With them, we've helped CEOs, founders, marketing and commercialization leaders launch new products, enter new markets and accelerate mainstream acceptance.
We love technology — we specialize in it! From the first manmade fire to AI/ML and other world-changing technologies, we believe each product has the potential to move humanity forward. They just have to follow the Technology Adoption pattern to succeed.
That's why we challenge the marketing strategy misconceptions and hypes that destroy product survival chances. No product should fail before it has a shot at being the next greatest thing.
Innovation will play a critically important role in helping fight climate change. We’re building the capabilities to support these world-changing technologies to succeed, and in the meantime, we donate a fraction of our revenue to help new carbon removal technologies scale.
Hi there! Thanks for your interest on learning more about us. As a founder, every single sign of interest and curiosity on what we do counts!
Since I was born, I've learned the arts of the old entrepreneurship: my grandfather was a farmer entrepreneur, my father a carpenter entrepreneur, and my mom was a real estate entrepreneur. I helped all of them and learned every single day with them.
I define myself as a management and strategy scholar. I don’t stop learning both from the field and from continuous education. I’m MBA from IESE Business School and Disruptive Strategy certification from Harvard University. Probably my next step is to teach what I’ve learned over all these years.
My curiosity drives me to create new methods and frameworks by putting together the sciences of management, go-to-market, and innovation, with a strong foundation on human behavior and motivations — human-centered design — to help founders and leaders succeed with their ideas, products, and commercialization plans.
I founded Predictable Innovation to help innovations and technology-based products succeed fastest so that we can push human progress forward through better innovations and products.
Throughout my career, I led business development, sales, and go-to-market teams as Chief Commercial Officer (CCO) in B2B software companies in the United States and Europe.
In 2015, I also ideated and launched a B2C commercial real estate innovation that disrupted the market with a new, digital business model.
As Chief Commercial Officer for software companies, I've helped to drive 2x growth and 3x EBITDA.
My grandfather was a professor at Ohio State University along with Everett Rogers, so I learned all about “Diffusion of Innovations”.
I pioneered the development of the Innovation Adoption Lifecycle, “The Marketing Chasm" (later popularized in Crossing The Chasm), the Customer Alignment Lifecycle™, and the Low-Risk Recipe™. Some of the frameworks we have at Predictable Innovation to accelerate tech-based products diffusion and adoption.
Among my key achievements are the development ofthe go to market strategy for several of the most significant technological innovations of the last twenty years, including the likes of Apple, Adobe, Harman International, Intermec, MicroConnex, Audion Labs, BioScan, Pacific Horizon Ventures, and many others.
Along my 30+ years of career, I've helped to bring to market 200+ technology-based products.
I lead and organize our market research and strategy data to inform and build focused strategies for our partners and clients.
Prior to joining Predictable Innovation, I led the development of a growth strategy for large non-profits, overseeing thousands of constituents by leveraging qualitative and quantitative research methods, and guided the execution of key initiatives across the industry.
I've founded and operated a company leveraging modern innovation theory to disrupt, transform, and accelerate the adoption of analytics technology in the sports industry, primarily in the Southeast US.
I hold an M.Ed. in Leadership from Virginia Commonwealth University and an M.B.A from Quantic School of Busines and Technology.
I'd love to bring my more than a decade of experience as a coach, instructor, and teacher, maximizing organizational alignment and leadership development to help your product and business succeed.
Hi there! Rebeca here!
I am the life sciences industry expert for Predictable Innovation.
After a successful collaboration when I was CMO at Sincrolab, I joined Predictable Innovation's team to help life science innovations and brands succeed. I bring an industry-specific angle built on 15+ years of experience in between B2B healthcare and life science organizations, such as pharmaceuticals [Abbott], medical devices, CROs [Syneos Health], and the emerging digital therapeutics [Sincrolab] market.
More recently, I've been leading the strategy and commercial efforts in the clinical trials SaaS and professional services arena [DF/Net Research]. I have an MS in Nutrition and Pharmacy Degree. In addition, hold an MBA from IESE Business School and a certificate in Disruptive Strategy from Harvard University.
if you think I can help, let's connect and chat!
Armed with a deep knowledge on Diffusion of Innovations, we've crafted winning strategies for 200+ products, including some of the most significant innovations over the last three decades.
Our Chasm Marketing framework, a refinement of the Technology Adoption Lifecycle, inspired the book Crossing The Chasm in the early 90s. Then we continued creating methods for tech products —3 patented — to select the right markets, and improve the fit of the products with those markets.
No more hunches. We'll bring an unbiased perspective and craft your strategy based on what your market believes and needs.
With our studio model we'll work as a part of your team to solve your execution challenges, adjust your go-to-market approach and guide you to achieve positive results for your product.
We have a diverse experience bringing new ideas to life, growing mature businesses and managing enterprise products. This management angle helps our clients drive organizational alignment and cover managerial gaps to execute the strategy.
We fit best with leaders who want to play the long run to build endurable products and businesses through sustainable, defensible and profitable growth.
We take pride in devising a completely custom, market-first strategy for every product and company we help.
Our 6 frameworks — 3 intellectual property— uphold the science of how humans buy innovations and technologies. They follow the predictable patterns of the Technology Adoption Lifecycle, a sociological model popularized by Everett Rogers in The Diffusion of Innovations, and later in the book "Crossing The Chasm".
During the last 30 years we've been refining these models, uncovering the 12 key decision-making drivers for tech buyers in every maturity phase of a market category.
Use the graphic on the left to explore the 12 brand elements that technology-based products must have in order to differentiate and win in the mainstream or past P/M fit.
The market knows best, that's a fact. Every strategy we craft is driven by qualitative market data about your category, your product, your audience and your competitors. This data feeds our frameworks to build strategies that follow the key drivers in technology buying decisions.
We work to improve your product’s buy-ability score rather than your market sell-ability to attract and convince buyers. Sure, you want to sell, but how easy is for your customers to buy and adopt your product?
Yes, we use the term product-market fit, but that's an obsolete concept because technology buyers motivations and needs evolve as your market matures (The Technology Adoption Lifecycle). That means product-market fit must be maintained and realigned. We work to align your market strategy with the market lifecycle of your product as the key to outperform average growth.
A strong market strategy outperforms short-term tactics by building differentiators and moats — other than technology and features — that make businesses hard to copy or fail in the long-run.
Strategy impact may be difficult to measure, so we offer ways to build observable value to clients, partners, and society.
"When it comes to segmenting and selecting the right market, these guys really know their stuff! They are a no-brainer choice to launch new tech products"
Senior Product Marketer
"Predictable Innovation's different approach of market engineering have been an absolute turning point to drive bottom-line results."
Chief Marketing Officer
"Predictable Innovation has been instrumental to prioritize the segments to enter the US in a differentiated way with our Augmented Reality solution."
Global Business Development
We leverage a rich ecosystem of partners to cover the tactical implementation.