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Disruptive Tech: The Challenge of Making it to Market

Key inside door lock

Back when their groundbreaking technology was first perfected, Inventor and CEO, Dustin Sloniger and his team at Liquid SEER imagined the new tech would roll smoothly into market. In hindsight, riding the high of their remarkable achievement may have colored their lab glasses and their outlook rosy. Sloniger admits to having been captivated by the practicality of his tech and its exciting applicability across industries. Less clear to him at the time was how resistant markets can be to groundbreaking technology. After all, Liquid SEER had engineered industry disruptive technology, and just as the term suggests it isn't synonymous with a smooth market launch. "[Disruptive technology] rattles the homeostasis of a market and can trigger an immune response," Sloniger says, "I don't think I was prepared for that kind of resistance."

Innovative tech can bite into the profits of players in an industry game where each player has settled into an outdated but profitable niche. In those cases, some key players may have a vested interest in hindering advancement for as long as possible. Sloniger says he laughs when he remembers his first confident days. "I didn't expect a scenario where it was our tech versus an entire engineering department of a large corporation. Our tech simply and easily solved a problem they had thrown millions of dollars at and years of their time trying to solve, and they just didn't want to have to abandon their less efficient, more expensive solution." He says he learned a powerful lesson about how emotional business can be, even in the face of cold hard data.

Sloniger says he doesn't mind Liquid SEER's tech being viewed with suspicion. "I've always been confident that in the field, under real-world conditions I can make a believer out of anyone." He says it's not uncommon for new "tech" to be "launched" before it is ready, while still being run through simulations in a lab. He understands people have been burned before by products that over promise and under deliver. "My background in business is very hands-on and practical, such that you either achieve or you don't. There is no show and tell. It's just show."

When asked about his plans to further "show" up in the market, Sloniger says he's anticipating this latest round of third party testing that is set to wrap up after two and a half years. He is working with a utility company in the Southwest United States to create an energy savings rebate program which he anticipates will help pave the way for Liquid SEER to penetrate deeper into the region and beyond. He also says Certified Installers are continuing to be trained. "I'm working closely with contractors I know and trust or those who have been referred to me because they have a quality track record. Interest has grown steadily but I'm moving with intention. These installers are part of introducing Liquid SEER to the market, so I'm cultivating those relationships carefully."

Liquid SEER expects to officially announce news of the rebate program partnership launch mid-summer 2024.

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