Market Architect's methodology is upside down.

Traditional management theory says:"Define your long term goals, then design tactical programs to reach those objectives."

The problem with this top-down, long-term market thinking, especially in the mercurial high tech market, is that too often we guess wrong.

We have little reliable market data, because we are inventing the market. We can't always anticipate what competitors will arise, or what they will do. And, too often, we miss opportunities to correct our course and take advantage of a competitive angle.

How can we avoid this trap? We develop long term goals, but then we turn the plan upside down as we develop the tactics. We question, we listen, we test, we study the customer. And we adjust our strategies to take advantage of what we learn.

We develop plans in three stages -- concept, proposal, and final plan -- and we test for resonance at each step. And we evaluate constantly to understand if our programs are working.