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New Insights from Tekcess

Secrets to Successful Cost Reduction

Within moments of giving birth to your new product, you were told by senior management to begin reducing its cost. So, your team shifts into a cost-reduction mode and begins sorting the product’s sub-assemblies by their material cost, attacking those at the top of the...

How Effective is Your Platform Strategy?

Have you ever noticed that some capital equipment companies seem to be able to develop and deploy new products faster than others? Have you noticed that those same companies also tend to produce a steady stream of very profitable upgrades for their installed base?...

The Roadmap Six-pack

Product roadmaps represent the steps that you will take to implement your product strategy. They describe where you’re headed and what products will be introduced along the way. They are used to guide and to synchronize your company’s efforts. To be effective, your...

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 coaching was excellent!  It didn’t matter whether we were tackling a pop-up issue, developing an MRD, or formulating a voice-of-the-customer plan.  Mike’s guidance was always appreciated, useful, and actionable.

Justin Roller, PhD

Product Marketing Manager, Thermo Fisher Scientific

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.