Bringing a product from concept to market is rarely a straight line. It’s a dynamic journey filled with iterations, insights, and informed pivots—especially in innovation-driven sectors. In this session, we’ll explore how Alberta Innovates supports entrepreneurs and project teams in navigating the full customer journey—from early-stage prototypes to market-ready solutions. Learn how to align technical development with user needs, understand critical funding and validation milestones, and apply strategic thinking to go-to-market planning. Whether you're leading innovation projects or supporting commercialization efforts, this session offers practical insights and tools to help you build with your customer in mind—every step of the way.