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Check out our two capital-equipment-strategy books.


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Don’t go it alone. Perfect for product and marketing mangers.

New Insights from Tekcess

Meet the Capital Equipment Product Manager

While it takes a team to design, build, test, and market capital equipment, there is one person that is crucial to producing a winning product. It’s the product manager. Product managers are the individuals responsible for the commercial success of a given product or...

What is Product Management?

Of the items listed below, which do you think is the best indicator of a successful capital equipment company? The best sales team The best manufacturing capability The best customer service The best product Without a doubt, it’s the last one. Great sales,...

How to Get Closer to Your Customers

Customer intimacy requires that you blur the lines between you and your customers. It requires that you share your strategy with your customers, become part of their community, and develop enduring collaborations. It requires that you become so well known to each...

Our Latest Book


Want more customers at higher prices? Get Your Price!  is the first-ever book that shows you how to implement a value-based strategy in a capital equipment company.

This indispensable, practical guide shows you how to create superior customer value and get paid for it.


Like any good coach, Mike got the best out of me. Plus, I added new skills and learned new approaches that will help me on future projects.  Thanks, Mike! I look forward to the next time we can work together.

Somit Joshi

Senior Director of Strategic Marketing, Veeco Instruments

Since working with Mike and adopting a value-based strategy, we’ve literally added millions of gross margin dollars to our bottom line each year.

Todd Templeton

Product Marketing Manager, FEI Company

Mike’s “How to Implement a Value-Based Strategy” workshop, connected the dots for me.  By using examples directly related to our industry, Mike made each value-strategy concept immediately useful.  I came away with a toolbox full of practical techniques to that I can apply right away.

Stephen Ranney

Product Manager, Brooks Automation

About Tekcess and Michael Chase

Capital equipment companies source most of their strategy and marketing professionals from their technical ranks. Almost without exception, these incredibly capable professionals have the formal, technical education necessary to master complex, capital equipment and its applications.

But they are often left on their own to figure out how to capitalize on promising opportunities, grow their businesses, and compete. In 2006, I formed Tekcess International to help capital equipment companies solve that problem.