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Selling your Innovation!
Date: October 29, 2014
This course is about selling your innovation to investors, grant proposal reviewers, strategic partners, and customers. They are each distinguishable in terms of how to be approached, but all share very similar buyer behavior characteristics, especially in the face of change and disruption. While a fast moving world can be exciting, when you tell someone that your product is “innovative”, “revolutionary”, “discontinuous”, “disruptive”, or “turning the way things are done on its head”, you can expect to see a lot of doors closed and barriers thrown up against you. We all need to understand buyer behavior and how people adopt innovations through a market development life cycle if we want to succeed in getting them to open up to us. See
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