Future Paradigms Series

The Australia-Israel Chamber of Commerce presents the first event in its Future Paradigms Series on July 21 at the Hyatt Regency Perth. Former IBM vice president global strategy Nicholas Coutts will make a presentation entitled ‘It’s marketing, not technology, that determines the value of your company’. Mr Coutts claims that companies focus heavily on technology in development of products, but once the product is ready for sale, few engineer the routes to markets and customers as rigorously as the technology is engineered. The presentation will address the critical elements in developing the routes to market, including the barriers to adoption and deployment and how these vary by market and customer segment. All attendees will be provided with a framework to develop a map of their own routes to market using a checklist to help identify the important gaps and actions required. The Future Paradigms Series targets exemplary and future leaders and thinkers of Western Australia. Speakers and topics challenge participants to rethink and creatively reinvent current practices. Tickets for this event are $115 for AICC members and $125 for non-members. For more information, contact Justine at or register online at Events or diary details can be sent to

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