I want to thank everyone that attended this discussion. I also want to thank the other panelists: Shannon Ewan, Director of Consulting Services at The Santeon Group Kevin Alansky, Chief Marketing Officer at SocialRadar I welcome your comments regarding the key points that I contributed. Feel free to download this document for your reference. Description This panel discussion on the product life cycle of a technology innovation--from concept to creation to development will help you transform your product idea into a great business. Creating differentiated products your customers and prospects not only need, but also want can be a significant challenge in today’s economy. To remain competitive, it is important to align the vision of future products with what your organization is capable of creating and sustaining using an efficient methodology. Hector Del Castillo offers his perspective on identifying a need for technology innovation, whether for a commercial or government market or a product or service offering. He provides his insights on what the stages of conceptualizing a new technology or service can, and should, entail. And, will discuss how vision translates into reality for the organization and for the customers. About Hector: Hector Del Castillo has over 15 years of experience helping companies grow by directing the product strategy to lead high performing product teams. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to organizations that want to grow by building great products that delight customers and create demand. Let me know how I can help your company grow by strengthening your product portfolio and creating great products that customers demand. Ask me about a free consultation session to analyze your business and product portfolio. Regards, Hector Del Castillo HDC & Associates Linkd.in/hdelcastillo

1. © 2013, HDC & Associates, All Rights Reserved.
Conceptualizing and Creating Your Next
Technology Innovation
Introduction
This panel discussion on the product life cycle of a technology innovation--from concept to creation to
development will help you transform your product idea into a great business.
Creating differentiated products your customers and prospects not only need, but also want can be a
significant challenge in today’s economy. To remain competitive, it is important to align the vision of
future products with what your organization is capable of creating and sustaining using an efficient
methodology.
Hector Del Castillo offers his perspective on identifying a need for technology innovation, whether for
a commercial or government market or a product or service offering. He provides his insights on what
the stages of conceptualizing a new technology or service can, and should, entail. And, will discuss
how vision translates into reality for the organization and for the customers.
About Hector:
Hector Del Castillo has over 15 years of experience helping companies grow by directing the product
strategy to lead high performing product teams. He has launched several profitable technology-
based products and solutions. He provides services as a consultant, contractor, coach, or trainer to
organizations that want to grow by building great products that delight customers and create demand.
1. Implement innovation as a
process.
2. Understand market and
customers better than your
competitors.
3. Identify the right problem to solve.
4. Create the value proposition and
test it.
5. Fail early, fail fast, fail often.
6. Identify customers most likely to
buy first.
7. Get customers to try your product
early.
8. Sell early, sell often.
Let me know how I can help your company grow by strengthening your product portfolio and creating
great products that customers demand. Ask me about a free consultation session to analyze your
business and product portfolio.
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to wealth for technology-based organizations.TM
Senior Product Innovation Consultant
HDC & Associates
Contact: hmdelcastillo@aipmm.com Connect: linkd.in/hdelcastillo
Follow: @hmdelcastillo Browse: www.aipmm.com

2. © 2013, HDC & Associates, All Rights Reserved.
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Certified Product Manager (CPM®) Prep Course
and Exam
July 23-24, 2013, Teqcorner, McLean, VA
Certified Product Marketing Manager (CPMM®)
Prep Course and Exam
July 25-26, 2013, Teqcorner, McLean, VA
This one and a half day in-person course consists of a day
and half of class time followed by the Certification Exam
on the afternoon of the second day. It provides an
intensive review of concepts to help students to prepare to
take the exam to earn the Association of International
Product Marketing & Management (AIPMM) prestigious
Certified Product Manager (CPM®) credential. The exam is
then administered in-person on the second half of day
two.
It is appropriate for those who have extensive product
management experience and/or who have taken the 280
Group’s Optimal Product Management & Product
Marketing three day in-person course. Students review the
key concepts and terminology used in the exam as well as
strategy for answering the exam questions and a Q&A for
anything else they want to review.
Visit: http://bit.ly/280groupcpmint
Promo: Get $150 off for registering for this course in
McLean, VA. Contact Cynthia Petti,
cynthia@280group.com for more information. Additional
courses are available in Austin, San Jose, and Seattle.
This one and a half day in-person course provides an
intensive review of concepts to help students to prepare to
take the exam to earn the Association of International
Product Marketing & Management (AIPMM) prestigious
Certified Product Marketing Manager (CPMM®)
credential. The exam is then administered in-person on
the second half of day two.
It is appropriate for those who have extensive product
marketing experience and/or who have taken the 280
Group’s Optimal Product Management & Product
Marketing three day in-person course. Students review the
key concepts and terminology used in the exam as well as
strategy for answering the exam questions and a Q&A for
anything else they want to review.
Visit: http://bit.ly/YEC6pX
Promo: Get $150 off for registering for this course in
McLean, VA. Contact Cynthia Petti,
cynthia@280group.com for more information. Additional
courses are available in Austin, San Jose, and Seattle.