Introworks

Next-level technology demands next level branding. See how we created showstopping visual storytelling for HistoSonics, in the latest issue of the Catalyst. https://intro.works/our-work/histosonics

Your product is in a category by itself. Yay! You’ve got it made. Well… maybe not quite. Find out how to take full advantage and avoid the pitfalls, categorically speaking, in the Fall Catalyst. https://intro.works/rocket-fuel-blog/gtm-product-launch/onebut-not-done

A winning story is pure gold for your brand. But digging that story out from the mountain of data you face as a marketer is not easy.

At Introworks, we use qualitative discovery to uncover the gold nugget. Here are "3 Essentials for Successful Qualitative Discovery."

For more insights like this, subscribe to Catalyst!

intro.works/Catalyst-newsletter

"The people I work with at Introworks take the projects as personally as I do, and that says a lot. As a start-up CEO the success of your venture will keep you up nights, and it is comforting to know Introworks is with us every step of the way.

"They don't see you as a client, they see you as a teammate and they take ownership in your success." —Joseph Saladino, CEO of Marrow Access Technologies

Thanks for the kind words Joseph. Your success is our success.

Your annual sales meeting is going to be a freakin' success. We know it's a prime opportunity for you to align with your sales team and ultimately launch your year. So, you bring all you got to the floor. You don't just wing-it, wrap a theme in a bow or treat it like a pep rally. The sizzle needs steak. And you need some high-fives. We get you.

Below are five steps we believe will set you up for a successful sales meeting.

Learn more about our approach to national sales meetings: https://intro.works/nsm/

Celebrate all you've accomplished in 2023, and embrace the sheer possibilities of the new year. Happy New Year!

Warmest holiday wishes to you, from us here at Introworks.

We're going Gaelic on ye!

There’s nothing like an Irish proverb on St. Paddy’s. And of all the immortal words of wisdom that have come our way from the Emerald Isle, this beauty rises to the top:

“Tús maith, leath na hoibre.”

Translation: A good start is half the battle.

And while our Gaelic is a bit rusty and we can’t begin to pronounce them, these words ring especially true for us as a launching company.

You might even say we’ve built a business predicated on it. We won’t be switching our brand from orange to green anytime soon, but the Irish have a real point there—one that’s central to our clients’ success and value we aim to deliver. The way you begin will dictate how well a project is going to go.

Internal alignment, clarifying goals together, a strong plan, making sure the positioning and messaging are right…it matters. By taking those initial steps very carefully and deliberately, everyone saves time, dollars and energy down the road. Or you might simply say, “Tús maith, leath na hoibre.”

Check out our blog for more Rocket Fuel — https://intro.works/rocket-fuel-blog/

Happy Holidays!
Cheers to celebrating a successful year and wishing you an even better one in 2023. From all of us at Introworks.

Tell your brand's story in a framework that resonates with your customer. Messaging that is too technical can lose traction quickly.

One thing we’ve learned in three decades of medtech launches is that having a product with enormous potential doesn’t immediately translate into epic market success.

That was the case with Cellvizio®, a wow product if there ever was one. Cellvizio is real-time in vivo cellular imaging, meaning you can see what’s occurring inside the body, at a cellular level, right when it’s happening.

You can imagine all the ways that technology could impact healthcare.
But when Mauna Kea Technologies, creators of the Cellvizio platform, came to us, most of their sales were in a relatively narrow market space. And they didn’t have a breakthrough story to drive expansion.

Our recommendation: Get back to the wow. Focus on the transformative power of being able to see cells in the body in real time.

In four words: See cells. Change lives.

Read more about this project: https://bit.ly/3FJ2DSe

Congratulations for creating the world’s largest ball of twine, to be introduced to the world at TwineFest in August. Your twine-gineers worked tirelessly for years to complete the colossal landmark (it’ll be seen from outer space, of course). Stakeholders will be beaming as you pass the ball to the marketing team in JULY. On a roll for success! Well…not so fast.

There’s a giant red flag that the initiative is headed for trouble: Short-term launch thinking.

That short-term perspective is fueled by the conventional methods. In a traditional stage-gate development process for medical devices and other B2B products, launch is the last stage — the last stage in development and the first stage in the product lifecycle. And it’s almost always seen as a marketing communications function alone.

While you’re dealing with complexity greater than a twine ball, this short-term launch mindset can lead to problems:

-A hand-off to marketing with a too-short readiness window to position, plan, brand, and align.
-Event-based thinking yielding lost momentum later in market.
-A launch-it-all mentality arising from the view that launching is solely a marketing communications effort.
-Launch projections that promise quick uptake without a longer view of adoption.

But what is the ideal product launch timeframe? Start earlier. End later.

Launching medical devices and other B2B products should involve a cross-functional Launch Leadership Team, led by a “Launch Navigator” who manages a go-to-market process that dovetails with the development process early on. And we say, start as early as possible. In highly regulated industries that might be when the project moves from upstream to downstream — 9-12 months is a good estimate. An early start allows proper time to achieve alignment on strategy, narrative, branding, and planning. It gives you time to launch internally, validate with customers, build momentum and make adjustments, so you can hit the market with the right velocity.

You might be thinking, “If we did all of our launches this way, then we wouldn’t be launching as much.” Exactly.

Read more Rocket Fuel and Subscribe! bit.ly/3RTWyEU

With great accomplishments come great opportunities to celebrate. Don’t forget to celebrate your team’s wins.

Henkel Packaging North America asked Introworks to make a video (see storyboard images) they could use to kick off their 2022 annual meeting celebrating the achievements of all the Henkel team members who — despite market and pandemic-related challenges — blew expectations out of the water.

https://bit.ly/3QLqO4C