How To Introduce New Products Into The Water Space: A Case Study

By Jim Lauria

Innovation is vital in the water industry and continually moving ahead is a must — even if the company you're trying to surpass is your own. By listening to a wide range of customers and distribution chain partners, Mazzei Injector Company upgraded its revolutionary Pipeline Flash Reactor (PFR) and introduced it to the marketplace with great impact.

Along the way, we learned several key lessons. Some were about customer needs. Some were about how to best apply technology like computational fluid dynamics (CFD) to maximize mixing and mass transfer. Perhaps the most important lessons were about how to introduce an innovative, new product to the marketplace. After all, as Travis Kennedy wrote in his B2BrandWater blog, "I'm Sure Your New Product Is Revolutionary, BUT Does Anyone Care?"

It turns out they do care...after they get hooked in by information that is more compelling.