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Articles

Help yourself to more than 100, free, equipment-strategy articles.

Books

Check out our two capital-equipment-strategy books.

Training

Develop a critical mass of understanding fast.

One-on-One Coaching

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

New Insights from Tekcess

Product Management is an Executive Function

Chief executive officer, president, chief operating officer, and general manager are the job titles that you most often associate with the term “executive” in a company. They’re the guys accountable for profit and loss in their companies. They coordinate engineering,...

Market Strategy Part II: Select Segments and Define the Customer

Market strategy is the foundation upon which you will build your product strategy. You must segment your overall market, select the most attractive segments, and then clearly define your target buyers. In Market Strategy Part I, you learned how to segment your...

Market Strategy Part I: How to Segment

Your market strategy defines the target for your product strategy. If you don’t have a target, then you don’t know where to aim. If you don’t know where to aim, you can expect a lot of misses. Misses like Losing to a more focused competitor, Failure to achieve growth...

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.