Iris Hauser

Background

About Iris Hauser

About Products Without Sales Talent - There are products that behave like highly qualified engineers at investor presentations, technically brilliant, but utterly incapable of explaining why anyone should spend a million on them. They stand there like a Ferrari with a diesel engine: flawless in engineering, questionable in concept. These products suffer from a fundamental misunderstanding. They believe quality sells itself. That’s about as naïve as assuming that a strong annual report automatically leads to higher share prices. It doesn’t. Never has. The market is brutally simple: either a product solves a problem the buyer recognises as a problem, or it disappears into irrelevance like a PowerPoint slide after the meeting. The usual response is marketing noise. Budgets are increased, reach is bought, messages are made flashier. That’s like putting a better suit on a bad business model. It looks more professional but still doesn’t work. The alternative is radical clarity by asking not “How do we sell this?” but “Why would anyone buy this in the first place?” And then building backwards from there. Like due diligence, you dig until you understand where the real value lies. The result is a product that sells like blue-chip stocks in uncertain times. Not spectacular, but inevitable. Not for every market, but for the right one. That’s Strategic Business Development. Or, as some call it: the art of turning technical excellence into commercial success.__ I’m Iris Hauser. I lead companies with complex B2B products to market success. Complexity is my business. And I’d be glad to support yours, too.