New Product Positioning and Go to Market Strategy


(6 ratings)


3 Weeks


Cohort-based Course

Target the right buyers for your new product. Reach them through the right channels. Convince them with differentiated positioning messages.

Course overview

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

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

By defining your positioning strategy + launch plan:

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 product/market fit opportunity — which market category, segments, and use cases provide you with a differentiated, credible, and relevant positioning to win?

Define 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? What channels should you build to achieve channel-market fit faster?

AI toolset and tutorials to implement every step at x10 speed with tools like:

- Notion AI / ChatGTP (build key positioning messages).

- Humantic AI (find clients).

- Fathom AI (record, and transcribe research calls)

- Sparktoro (find your ecosystem of influencing players).

- Dovetail (record and classify all your research information).

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

This is for you if you're...


You are a founder or CEO with an unclear direction to launch and sell.

Who and how should you target to accelerate product/market fit?


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

How to launch successfully?


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

How to accelerate product/market fit with such uncertainty?

After this action-driven program, you'll get

An in-depth understanding of priorities to achieve product/market fit faster

You'll craft your strategy by following our 10-point go-to-market strategy framework.

Master Diffusion of Innovations + Technology Adoption Lifecycle to predict how humans buy tech products and markets are created.

Clarity on where (use cases/industries), how (product, messages), and why (differentiators, strengths, market urgency) you should target

You'll learn how to score your market opportunities to focus on the highest product/market fit potential, and how to build your path towards "sustainable product/market fit".

A definition of your Ideal Customer Profile (your highest PMF opportunity)

With an understanding and description of what transformation (pains, outcomes, and goals) you are helping them achieve.

Differentiated key positioning messages to stand out in front of your ICP

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 sales pitch outline that reflects your positioning messages

Let's put all your messages and story together by answering a critical pitch question:

Should you start your pitch with the problem you solve, a market challenge, your product, or your point of view of the industry?

A definition of your distribution channels

You'll assess and identify your channel-market fit needs according to your type of product and the maturity of the market you are entering:

  • PLG
  • Marketing-led
  • Sales-led
  • Partner-led
A plan to amplify your new product launch while validating your positioning strategy.

You'll map the influencing ecosystem players in your market. Then, create an education strategy and launch sequence that incentivizes their support.

By following this plan, you'll get your market ready to amplify your launch, drive momentum and find early clients on your behalf

Faster time-to-market & reduced failure risk

We have put together proven mental models, a system, tools, and specific B2B high-tech examples to give you higher speed and reduce the risk of new product failure.

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 a step-by-step workbook that you can share with your team, use as your north star and reutilize for your next product launches.

BONUS: Artificial Intelligence toolset and tutorials to save time and speed up the process.

Learn how to use tools like Notion AI, ChatGTP, Humantic AI, Fathom AI, or Sparktoro to speed up your research and strategy process.

This course includes

8 interactive live sessions

Lifetime access to course materials

35 in-depth lessons

Direct access to instructor

6 projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules
  • Week 1

    Feb 5—Feb 11

    Week dates are set to instructor's time zone


    • Feb


      #01 Discover Your Product/Market Fit Opportunities

      Tue, Feb 6, 6:00 PM - 7:15 PM UTC

    • Feb


      #02 Prioritize product/market fit opportunities

      Thu, Feb 8, 6:00 PM - 7:15 PM UTC


    • 1# Discover Your Product/Market Fit Opportunities

    • 2# Prioritize product/market fit opportunities

  • Week 2

    Feb 12—Feb 18

    Week dates are set to instructor's time zone


    • Feb


      #03 Design your unique positioning strategy

      Tue, Feb 13, 6:00 PM - 7:15 PM UTC

    • Feb


      #04 Optimize your messaging and story

      Thu, Feb 15, 6:00 PM - 7:15 PM UTC

    • Feb


      [Optional] Q&A // Office Hours

      Fri, Feb 16, 4:00 PM - 5:15 PM UTC


    • #03 Design your unique positioning strategy

    • #04 Optimize your messaging and story

  • Week 3

    Feb 19—Feb 23

    Week dates are set to instructor's time zone


    • Feb


      #05 Find and select your distribution channels

      Tue, Feb 20, 6:45 PM - 8:00 PM UTC

    • Feb


      #06 Design your validation or launch sequence

      Thu, Feb 22, 6:00 PM - 7:15 PM UTC

    • Feb


      [Optional] Q&A // Office Hours

      Fri, Feb 23, 5:00 PM - 6:15 PM UTC


    • #05 Select your distribution channels

    • #06 Design your validation or launch sequence

🎙️ Get a taste of the course with our podcast

🎙️ Get a taste of the course with our podcast

Listen to our talks every 2 weeks

Get battle-tested strategies for B2B high-tech businesses and innovations to achieve a "go-to product" status by following the behavioral science of Diffusion of Innovations:

We use real-world examples and case studies to cover topics like:

  • Go-to-market strategy
  • Crossing the chasm
  • Differentiation
  • Positioning strategy
  • Category creation
  • Market building
  • Competitive advantage
  • Market analysis / research.


(6 ratings)

What founders & product marketers in tech are saying

        Excellent course that has been instrumental in helping us achieve product/market fit! We went from 0 to 30 product pilots in 1 month by pivoting the target use case for our new software. Jose really spends time on you and your product idea. Furthermore, the templates provided are excellent! Jose should charge more!
Karan Singh

Karan Singh

CEO & Founder at Omnia Consulting. Cohort II
        An absolutely eye-opening bootcamp! We identified gaps in our website and sales approach and learned how to fix them in just 2 weeks. The working sessions have been fascinating. You're applying learnings right away and getting live feedback. Learning tools like Sparktoro and Humanity AI to find early clients and market our product was just magical!
Bernard Mouton

Bernard Mouton

Co-Founder Layer 9 Labs [PaaS / SaaS]. Cohort I
        What a transformative experience with Warren and Jose! I cannot recommend this bootcamp enough for anyone building a new product marketing strategy. What I’ve learned is so critical for tech products that I will incorporate some concepts in my upcoming conference presentation on Enterprise Sales.
Akio Aida

Akio Aida

Founding AE, Grammarly Enterprise. Cohort I
        The bootcamp's mental models and Jose's advice have been essential to clarify our target audience, positioning messages, channels and product launch sequence to plan 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]. Client
        Warren & Jose's bootcamp has been instrumental in understanding our audience's needs better and crafting messages so they get what we do and how we are different. With the AI toolset they taught us to speed up the process, this is a no-brainer Bootcamp. Moreover, I have included this course in my team's training curriculum!
Rebeca Sanz

Rebeca Sanz

CMO, Sincrolab [Digital Therapeutics Software]. Cohort I.
        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

Sr. Product Marketing Director, Introhive [B2B Salestech SaaS]. Client
        Warren and Jose's methods and understanding of technology markets are unmatched to commercialize innovations. If you need help launching 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]. Client
Free resource

Download The Workbook for FREE

Download the full workbook to understand what you'll work on during the course. Here's what's inside:

  • 14 assignments
  • 7 templates [opportunity scoring/segmentation, positioning, messaging, launch sequence]
  • Validation/launch checklist.
Get the workbook immediately
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Meet your instructors

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.

I build and improve the syllabus and will be your instructor and workshop facilitator during the BootCamp sessions. I also join Warren in the Q&As so you get both anlges.

Questions? Drop me a line!

Warren Schirtzinger

Warren Schirtzinger

Strategy Principal 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. Warren has developed launch and mainstream strategies for 200+ products over 30 years with his methods.

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

Warren builds the syllabus with Jose and joins the Q&A sessions to help the cohort with his +30 years of expertise in launching innovations and creating new markets.

Your investment is 100% risk-free.

Your investment is 100% risk-free.

Get the value you expect, or your 100% money back

If you attend the sessions, actively participate, and still don’t find the course valuable, I'll happily refund your full payment. See FAQ for more details!

Frequently Asked Questions

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