Winfried Kaiser - HoF

Summary : Winfried Kaiser is the perfect example of a technical marketing master

Winfried Kaiser (2008) is the perfect example of a technical marketing master

  • B-school marketing doesn’t work in hi-tech because you must integrate development with it
    • A master understands how to take the technology and core strengths of his company and forge them into solutions for customers
    • The master must be able to build a bridge between technology and core strengths of his company, as well as those of his customers
  • Winfried’s defining moment came when chip makers were trying to push ahead to 248nm DUV tools
    • He made a very gutsy call: ignore them and focus on an i-line solution
    • It wasn’t really that gutsy, for Winfred knew that the technology and infrastructure for DUV was not going to come together on time--all he had to do was wait for the industry to step back to i-line
  • He gained the upper hand for Zeiss and ASML because competitors were just listening to customers and doing what they were told
  • The true grit and brilliance came from holding to what he knew and believed and ignoring the customer on things they were not qualified to talk about
  • That’s an extremely thin tightrope to walk and he does it all the time, saving untold amounts in development costs

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