When technical excellence isn't enough
Research shows that 80% of R&D investment goes into projects that never achieve commercial success. Not because the technology fails, but because teams can't articulate why it matters to customers or how it creates value for the business.
This gap between what you build and how you communicate it has real consequences. Leadership loses confidence in projects they don't understand. Sales teams struggle to position offerings they can't explain. And promising technologies get shelved because no one made the business case compelling enough to secure continued investment.
The issue isn't a lack of substance. It's a thinking problem. Technical teams naturally focus on how things work. But customers and executives care about outcomes, not mechanisms.
The symptoms show up everywhere:
- Customer conversations that default to technical specifications, leaving buyers unclear on business impact and unable to justify the investment internally.
- Presentations that list features and capabilities without connecting them to customer problems, making it impossible to differentiate from competitors.
- Leadership asking "what's the business case?" and not getting a clear answer, which stalls funding decisions and erodes trust in the team's commercial judgment.
What you'll gain
Three elements that transform how you present your work
- Customer ecosystem mapping: In B2B, the end user is rarely the person who makes decisions. Learn how to identify which stakeholders matter most for your success.
- Value scenes: Visual tools that force clarity, showing the before and after of how your solution changes a customer's situation. When you can draw it, you can explain it.
- Business model focus and equity story: How to frame your work in terms of revenue models, margin improvement, and the kind of story that resonates with executives and investors.
We'll share case studies from our work with industrial technology companies.
Who should attend
- Product leaders in B2B organisations who need to communicate value beyond features
- R&D and engineering leaders who struggle to connect solutions to commercial outcomes
- Sales leaders who need clearer value propositions
Why attend to the webinar
We've worked with industrial technology companies like Honeywell to help teams shift from technology-centric thinking to customer-centric value creation. The methods we share come from working alongside teams in real sessions