Tony Seba's Stanford course "Strategic Marketing of High Tech and Clean Tech" Spring 2012. Frameworks and links to the lecture videos. Tony Seba, author of 'Winners Take All - 9 Fundamental Rules of High Tech Strategy" teaches how to build the right strategy to go from innovation (technology, product, or service) to market to company. These are the building blocks for a go-to market strategy, business plan, investor pitch, or a strategic marketing plan. Tony Seba teaches the following Stanford courses as 1-day or 2-day in-house workshops or mastercourses: - Clean Energy - Market and Investment Opportunities, - Understanding and Leading Market Disruption, - Strategic Marketing of High Tech and Clean Tech Products and Innovations - Finance for Entrepreneurs, Product Developers, and Marketing More information: http://www.tonyseba.com

1. Strategic Marketing
of High Tech &
Clean Tech
Copyright 2001-2012 © Tony Seba
Do Not Copy, Post or Forward
StratMktg High Tech &Cleantech- Copyright @ 2001-2012 by Tony Seba
Stanford University
Continuing Study Program
April 2 – June 14, 2012
Tony Seba
tony@tonyseba.com

2. The Following Slides Contain the links to the Lecture Videos of Tony
Seba’s Stanford CSP Course “Strategic Marketing of High Tech
and Clean Tech” – Spring 2012
The slides and videos have been divided in four categories:
Friedman: Channel
StratMktg High Tech &Cleantech- Copyright @ 2001-2012 by Tony Seba
Strategic Marketing of High Tech & Clean Tech – Tony Seba
1. Strategic Marketing Framework
2. Technology / Category Adoption Lifecycle
3. Topics and Case Studies
4. 9 Fundamental Rules of High Tech
Strategy
Clicking on the underlined title
within each box will link to
the video on YouTube.
More Course
Information,
syllabus and
videos

3. 1- Strategic Marketing Framework – Tony Seba
Marketing Mix Strategy
Unique for Each Segment and Stage in LifecycleYOU ARE HERE!
(Core) Product
Segmentation
Targeting
Positioning
Whole
Product
Partners
Promotions
Distribution
Channels
Pricing Branding
Go-To Market
Strategy
Investor
Pitch
StratMktg High Tech &Cleantech- Copyright @ 2001-2012 by Tony Seba
Business
Plan
Sales
Plan

4. 2- Technology / Category Adoption Lifecycle
Laggards
–
Skeptics
Innovators
–
Techies
Early
Adopters
–
Visionaries
Early
Majority
–
Pragmatists
Late
Majority
–
Conservatives
StratMktg High Tech &Cleantech- Copyright @ 2001-2012 by Tony Seba
Diffusion of
Innovations
Customers & the
Technology Adoption
Lifecycle
Strategy though the
Technology Adoption
Lifecycle (1/2)
Strategy though the
Technology Adoption
Lifecycle (2/2)

5. Topics:
Friedman: Channel
StratMktg High Tech &Cleantech- Copyright @ 2001-2012 by Tony Seba
3 - High Tech Topics & Case Studies
1. Product Categories vs Technology
Innovation
2. Information Economics
3. Market Size – Total Available Market
CASE Studies:
1. “Medicult – Pricing a Radical Innovation”
2. Nokia’s “Burning Platform” – Did CEO Elop
make the right choice with MS Phone OS*?
Note: videos with an asterisk (*) are from previous years or talks by Tony Seba.

6. 4- The 9 Fundamental Rules of High Tech Strategy
1. Feel the pain. Then develop your product.
2. Focus, Win, Grow, Repeat
3. Add Value Not Features
4. Have a Good Story. Communicate it clearly
5. Choose the Right Partners. Manage them
with Clarity
6. It’s a Risky World. Sell confidence
7. Convert Champions Not Deals
8. Design easy-to-adopt products and services
9. You’re Doing Great. Congratulations. Now
Change or Die.
Friedman: Channel
StratMktg High Tech &Cleantech- Copyright @ 2001-2012 by Tony Seba
“9 Rules for Building a Tech Winner” –
Tony Seba talk at Google, Inc*

7. Strategic Marketing
of High Tech &
Clean Tech
Copyright 2001-2012 © Tony Seba
Do Not Copy, Post or Forward
StratMktg High Tech &Cleantech- Copyright @ 2001-2012 by Tony Seba
Stanford University
Continuing Study Program
April 2 – June 14, 2012
Tony Seba
tony@tonyseba.com

8. Copyright ©2008-2013 by Tony Seba
Looking for a Keynote Speaker?
Sample Topics:
• Understanding and Leading Market Disruption
•Clean Energy: Market and Investment Opportunities
•Clean & Sustainable Cities – technology mega-trends that are
reshaping urban infrastructure
•The Future of Energy and Transportation: why oil, coal, gas, and
nuclear ($8 trillion/year) are nearly obsolete
Workshops and MasterCourses
The following Stanford courses are available as 1-day or 2-day in-
house workshops or mastercourses:
•Clean Energy - Market and Investment Opportunities,
• Understanding and Leading Market Disruption,
• Strategic Marketing of High Tech and Clean Tech Products and
Innovations
•Finance for Entrepreneurs, Product Developers, and Marketing
Blog: Entrepreneurship & Clean Energy
For more information Click Here: TonySeba.com
Books