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Optimizing new product positioning & launch bootcamp


2 Weeks


Cohort-based Course

Find the right market for your new B2B tech/SaaS product. Win it with differentiated messages and a launch supported by your industry.

Hosted by

Warren Schirtzinger and Jose Bermejo

Crossing "The Chasm" model inventor. Marketed 200+ tech products in 30 years

Course overview

You think you have a great product, but who and why would buy it from you now?

After marketing +200 B2B tech/SaaS products over 30 years, we’ve found that positioning strategy and launch planning are the key missing parts to accelerate P/M fit.

By building a positioning strategy + launch plan [positioning-to-market™]:

1️⃣ Your market will get what you do, how you do it, to whom, and why they should buy from you now.

2️⃣ You'll be known in your industry without spending thousands on ADS and "growth hacks".

3️⃣ Your early adopters will find you.

4️⃣ You won't waste money on marketing and sales investments not aligned with your market stage.

5️⃣ Product-market fit will be easier to achieve.

6️⃣ You'll create a sustainable advantage by winning a specific market [because no matter how cool your tech is, it is easy to copy].

That's what we'll help you with during this 4-step bootcamp:

Reveal the positioning strategy of the highest opportunity — which market category, segments, and applications provide you with a differentiated, credible, and relevant positioning to win?

Focus your ideal customer profile [ICP] — Once revealed how you should compete, it's about clearly defining your target, category, differentiation, needs you to solve, credibility statements, and market context.

Optimize your positioning messages — What messages should you use in your pitches and web to be seen as a different, relevant, and credible provider?

Amplify your reach — What is the optimal product launch sequence that will get the support of your market and industry?

All backed with the models of how humans accept and adopt innovations: Crossing The Chasm and Diffusion of Innovations.

🔥 Benefit from the first cohort pricing + bonus sessions. Upcoming cohorts will be priced from $900 to $1,900.

This course is for you if


You are a founder or CEO with too many segments or use cases to target.

Who and how should you target to accelerate P/M fit?


You are a go-to-market or commercialization leader sick of launching products that return crickets.

How to gain market support & momentum?


You're a product marketer or CMO pressured to launch an unproven new product.

How to accelerate new product revenue with such uncertainty?

After this action-driven program, you'll get

Clarity on where [segments/applications], how [product, messages], and why [differentiators, strengths, market ugency] you can win.

You'll score your market opportunities and optimize your positioning for a successful product launch.

A definition of your Ideal Customer Profile

And secondary segments and use cases to target as you learn from the market.

Differentiated key positioning messages to stand out in your communications.

You'll build a differentiated messaging platform, including:

  • Problem Statement
  • Top competitors
  • Value Proposition
  • Differentiators — Why you?
  • Sense of urgency — Why now?
  • Credibility statements — Why should I trust you?
  • Positioning Statement
A plan to amplify your new product launch while validating your positioning strategy.

Find and map the influencing ecosystem players in your market. Create an education strategy and launch sequence that incentivizes your ecosystem support.

You'll get your market ready to amplify your launch, drive momentum and find early clients on your behalf.

Better informed strategic decisions with the angle of Diffusion of Innovations and our proprietary methods on how innovations are adopted.

Learn how to apply the Crossing The Chasm + Diffusion of Innovations models that predict how humans adopt innovations, categories are created, and buying decisions are made in tech - directly from the inventor of The Chasm model.

All your strategy in a workbook that you can share with your team to drive internal alignment.

As a hands-on bootcamp, you'll complete all the previous outcomes in a workbook that you can share with your team, use as your north start or reutilize for your next product launches.

What people are saying

        Jose and Warren built a bulletproof go-to-market strategy for our new product with their proven methods. Give them serious consideration!
Julie Taylor

Julie Taylor

Customer & Product Marketing Director, Introhive [B2B Salestech SaaS]
        Warren and Jose's methods and understanding of technology markets are unmatched to commercialize innovations. If you're looking for a partner to introduce a new tech-based product or innovation, they're the go-to team!
Lya Rebelo

Lya Rebelo

Go to Market Manager, Citeline [B2B Data & Software]
        Jose's unique methods and advice have been essential to clarify our positioning and planning our go-to-market. A unique angle to accelerate P/M fit in B2B tech!
Veronica Aldazosa

Veronica Aldazosa

CEO & Founder, Talenteal [B2B HR Software]
        Jose is a hyper-competent, highly skilled, creative, proactive, and strategic thinker that drives long-term results. The best part: he’s a generous, positive, optimistic, and excellent human being.
Hugo de Juan

Hugo de Juan

CEO & Founder, ENCAMINA [B2B software]
        Warren and Jose's strategic methods for new technology-based products have been instrumental in helping us develop a new market and accelerate P/M fit. They work!
Rebeca Sanz

Rebeca Sanz

CMO, Sincrolab [Digital Therapeutics Software]
        Warren and Jose have come up with powerful tools and concepts that should be an essential tool in every unicorn wrangler's saddlebag.
Paul Ferguson

Paul Ferguson

Director Of Business Development, Advanced Carbons [Carbon Materials]

Course schedule

8-10 hours per week, during 2 weeks
  • [REVEAL] Positioning Strategize 1

    Tue, April 11th - 1:00 pm - 2:30 PM ET

    You'll answer the question "should you create a new category, lead an existing one or focus on winning a specific segment?" with the Technology Adoption Lifecycle.

    You'll apply an opportunity scoring system to pick the right segments/applications to focus on winning first.

  • Q&A // Office Hours

    Wed, April 12th - 2:00 pm - 3 PM ET

    Get live feedback on your work from instructors and peers.

  • [FOCUS] Positioning Strategize 2

    Thu, April 13th - 1:00 pm - 2:30 PM ET

    You'll define your ICP and positioning strategy foundations:

    • Who is a target you can win?
    • In what category fits your new product?
    • How are you different from competitors?
    • How are you relevant to your target's needs?
    • Are your claims credible?
    • What's your market context?
  • Q&A // Office Hours

    Friday 14th - 2 PM ET

    Get live feedback on your work from instructors and peers.

  • [OPTIMIZE] Positioning Communication

    Tue, April 18th - 1 PM - 2:30 PM ET

    We'll showcase examples of the 4 types of positioning messages required to convince tech buyers: technology messages, product messages, market messages, and company messages.

    You'll walk away with a differentiated messaging platform ready to test in the market.

  • [AMPLIFY] Positioning validation, education & launch sequence

    Thu, April 20th - 1 PM - 2:30 PM ET

    Learn the method that Steve Jobs used, advised by Regis McKenna, to launch + position Apple products: the market infrastructure.

    You'll walk away with a map of influencing organizations and individuals in your market. Plus, a plan to validate your strategy and launch your product

  • Q&A // Office Hours

    Friday 21st - 2 PM ET

    Get live feedback on your work from instructors and peers.

  • After the course - Bonus 1:1 Q&A

    At your best convenience

    A cohort one bonus 30-minute 1:1 Q&A to say "thank you for being our early adopter"! We'll give you live feedback on your positioning and launch amplification strategy in a private 1:1 session.

Meet your instructors

Warren Schirtzinger

Warren Schirtzinger

Head of Clients Strategies at Predictable Innovation.

Warren is a market strategy pioneer. He first observed and created "The Chasm" innovation-adoption model in 1989, later popularized in "Crossing The Chasm" book.

He is an expert in the Diffusion of Innovations applied to technology commercialization. With his methods, Warren has developed launch and mainstream strategies for 200+ products over 30 years.

Warren has helped commercialize and position products for Apple, Adobe, and Honeywell, among other brands and startups.

Jose Bermejo

Jose Bermejo

Managing Partner, Founder & Fractional Executive for new products at Predictable Innovation.

I've led go-to-market strategy, sales, business development, and partner teams as Chief Commercial Officer in the USA and Europe at B2B software companies achieving 120% growth < 3 years and x3 EBITDA.

You'd probably also like to know that I'm an entrepreneur who pioneered a disruptive real estate model in Spain. Now building Predictable Innovation Strategy in the USA — the consulting boutique where Warren and I offer our services.

I am a lifelong learner of management and strategy, with an MBA from a top-3 business school and Harvard Disruptive Strategy.

But what I love to do every day [a part of crushing my workout] is to use my experience to help innovators, product marketers, and founders transform an idea into a profitable business. That's my life's mission: pushing human progress forward by helping innovations succeed.

Questions? Drop me a line!

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Join an upcoming cohort

Optimizing new product positioning & launch bootcamp

Cohort 1

$499 USD


Apr 10 - 21, 2023

Payment Deadline

Apr 4, 2023

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Direct feedback from your instructors

You'll be getting feedback from Warren & Jose on your assignments

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
Can I get reimbursed by my company?
Have more questions?
A pattern of wavy dots
Join an upcoming cohort

Optimizing new product positioning & launch bootcamp

Cohort 1

$499 USD


Apr 10 - 21, 2023

Payment Deadline

Apr 4, 2023

$499 USD


2 Weeks