Tech 2 Tech: KYZEN’s Short Technical Sessions a Big Hit

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Forsythe: We’re getting questions. I mean, a lot of times when you finish a webinar, there’s this kind of dead silence and maybe that’s because you answered every question known to man, or maybe it’s because everyone’s having a tough time focusing on how to ask a question, or who else is on the phone and that kind of thing. We routinely get really thoughtful, very precise questions because, again, we’re in these very precise little areas and they’re great questions. Just this morning, there were some very thoughtful, precise questions that in a general talk never would have been brought up because it was a little too far on the edge. That’s been really positive. We also continue to have pretty good attendance at these things, and that has been fascinating to us.

When we started, we always knew we’d have some downstream use for this, so we were posting them on the website. Then we noticed that we were getting all kinds of watches downstream. We weren’t really focused on that in the beginning. We were kind of caught up in, “Let’s get them done and get them out there.” But we looked over our shoulder and realized, “I’ll be darned. That’s okay.” Now, how do we manage that? And how do we help people know that they’re there and understand it? This is phase two in the development cycle. It’s alive, but it’s not grown up yet.

Johnson: This content is tailormade for putting into the content section of your virtual trade show exhibit.

Forsythe: Could very well be, that’s right. We might take a few of those and say, “Here’s some ‘for instances’ for your lane, so to speak.”

Johnson: Because conversations usually happen in the trade show group.

Forsythe: Right. It’s one of these things where we want to create an opportunity for people after the live event to also ask questions; That’s what we’ve got to sort out.

Johnson: Is this available as a resource on your website now?

Forsythe: It is. In fact, in the beginning we thought, “We’ll brand it. It’s this Tech 2 Tech thing and then make that easy to focus on.” It may take us a week or two to get the latest one up, because when we have the Q&A, it’s live, somebody submits a question, we’re reading the question, and then the presenter is answering the question real time.

That also helps us for the people that have to go every now and then. We’ll have lots of questions. We say, “We’ve committed for the 15-minute block here, and our 15 minutes is up, so if you need to go, you’re not going to miss anything because you can just click on the doc on the website and read the questions that you missed.” That’s another piece, where they don’t have to go listen to the whole doggone thing again. If they want to, they can just click on the doc. “Oh, what about this? Oh, that is interesting.” That makes it easy for the user to get to the information they’re looking for.

Johnson: What a simple yet powerful spin on the idea of a webinar.

Forsythe: Yes, and the key part of it is the brevity, keeping it to that 15-minute window. Our idea is that you block out the hour, give us 15 minutes, and give yourself the other 45. Fair trade.

Johnson: Your audience probably gets more out of it than a full hour.

Forsythe: That’s kind of the overarching concept--it’s brief, to the point and speaking to very finely focused topics, some of which will people find interesting. People that are just perusing may find them all kind of obnoxiously narrow and straightforward, but then they’ll think, “I always thought I knew what that was. Let’s see if I do. No one’s looking, and maybe I pick up something that can help me at work tomorrow.” These aren’t science talks. There’s science in them, but these are practical talks. Here’s what these things are and here’s the impact on the shop floor. So, there are takeaways in pretty much all of them for people to go back to work tomorrow (assuming we get back to go to the building tomorrow) and use immediately.

Johnson: Tom, thanks for talking with us about this and sharing how this is going. It’s fascinating that just taking a very simple spin on a well-known concept can change it entirely.

Forsythe: We’re excited so far, and we hope it continues to give value to folks. But we’re running with it for a good while longer, that’s for sure.

Johnson: Fantastic. Thanks so much.

Forsythe: Thank you, sir.

KYZEN is a global leader in providing environmentally responsible, RoHS compliant precision cleaning chemistries for industries ranging from electronics and advanced packaging to metal finishing and aerospace applications. Since its founding in 1990, KYZEN’s innovative cleaning technologies, scientific expertise and customer support have been repeatedly recognized with the industry’s most prestigious awards. For more information, visit

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