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PRODUCT CRUSADES START HERE Many companies use the term product manager or product champion for the roles filled by individuals that are leading product marketing efforts. In the book Marketing High Technology, Bill Davidow took a different view: "... I like the word crusader and all that word implies. The Crusaders were not nice people. They did some horrible things. They believed in their cause. There were willing to lay their lives on the line. In business, when you run up against a crusader, you'd better be willing to fight just as hard as he or she does. Unfortunately for the product managers and champions, there are lots of crusaders out there. Great marketing requires total commitment. You have to believe. You have to create. You have to sacrifice. You have to do battle. You have to win. Great marketing - I call it Total Marketing - is a crusade." Those statements summarize my approach to solving your product marketing challenges. Insights gained from successful marketing crusades, a perpetual study of marketing tools and techniques, and a bias for action, are the core principles that drive successful results for clients. The most productive consulting engagements occur when the client’s needs are closely matched to the consultant’s capabilities. The needs of each company vary significantly, but typically fall into three categories: I take selecting clients as seriously as clients take selecting consultants. Each engagement begins with one or two brief introductory sessions to assess the need and fit of the services. This process has proven successful as each initial consulting engagement has resulted in at least one additional consulting engagement from every client. CLIENTS / EXPERIENCE Hewlett-Packard Compaq Computer Corporation ReplayTV RCA GE ProScan Shell Oil Company Dow Chemical The Emily Program Sagewind Mission Arts MG Consulting Media Sourcery, Incorporated BACKGROUND SWC was established on January 1, 1999, dedicated to helping both emerging and established companies succeed at the daunting task of product management. Prior to forming SWC, Stuart B. Ward spent two years with Compaq Computer Corporation as a product marketing manager for its mainstream line of personal computers and four years with Thomson Consumer Electronics as a product planning manager and product marketing manager. Stuart received his MBA from the University of Texas and his engineering degree from the University of Oklahoma. Stuart's professional work experience began with four years as a project engineer for Shell Oil Company Consulting services: Product design and development Segmentation and positioning Life cycle management

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