This is step-one for your commercialization strategy. The workbook helps focus your efforts on all of the critical aspects of a commercialization strategy. There is more to know than what you do and who your customers are. By broadening the scope of your initial product discovery, you’ll ensure nothing falls though the cracks.

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Browse our FREE webinar series and learn about the basic principles that fuel our human centered business approach to innovation. From empathy training for technical professionals, to learning the value of leveraging social capital, we’re constantly updating our content to provide free trainings and educational seminars.



It's easy to identify when a conversation isn't going well. It can be a challenge, however, to figure out what exactly is going wrong. Linguistic theory helps by providing a systems approach to people and language just like engineers do to machines. There is a method to the madness, and it can be learned and iterated.

Our Cooperative Communication Guide breaks down potential pitfalls (Quality, Quantity, Relevance, and Manner) into a series of questions that will allow you to quickly diagnose your communication challenges - and point you toward a solution.

Use this guide almost as a diagnostic tool - when there is someone you aren't connecting with, or when you want to make sure your next messaging strategy isn't missing something - ask yourself these questions and examine the answers from the point of view of your audience. It will help you be a more empathetic communicator, succeed with a wider range of audiences, and make smart and thoughtful adjustments when something isn't working.

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