Innovative wastewater treatment technologies are developed to respond to changing regulatory requirements, increase efficiency, and enhance sustainability or to reduce capital or operating costs. Drawing from experience of five successful new process introductions from both the inventor/developer’s and adopter’s viewpoints coupled with the application of marketing analysis tools (an S curve), the phases of new technology market penetration can be identified along with the influence of market drivers, marketing, patents and early adopters. The analysis is used to identify measures that have increased the capture of benefits from new technology introduction. These have included funding by the government for research and demonstrations, transparency of information, and the provision of independent technology evaluations. To reduce the barriers and speed the introduction of new technology, and thereby harvest the full benefits from it, our industry must develop mechanisms for sharing risks and any consequences of failure more broadly than just amongst the early adopters. WEF and WERF will continue to have the central role in providing reliable information networks and independent technology evaluations. Water Environ. Res., 83, 483 (2011).