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New Insights from Tekcess

MRD at Work Case Study

A Tekcess International client had been developing a new piece of process equipment for the semiconductor industry. The technology was novel and had generated a lot of “tire kicking” from prospects. However, after several years of product development and dozens of...

How to Avoid Disconnects with Engineering

One of the critical factors for new product success is engineering involvement in the Market Requirements Document (MRD) development process. Failure to maintain open, active lines of communication between product management and engineering can lead to big disconnects...

Product Requirements Are Not Negotiable

It took one of those heavy-duty staplers to secure the pages of your Market Requirements Document (MRD). You’re a seasoned professional, so you knew to ask for more product capability than you really need. That way you’ll emerge from your negotiation with engineering...

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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.

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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.