As one means of serving their clients, Ginn and Co. made a commitment in the early 1980's to provide inservice workshops for teachers that more closely related to customer needs. The vehicle for assessing these needs and ultimately designing appropriate inservice activities is Stages of Concern about the Innovation (SoC), one of the diagnostic dimensions of the Concerns-Based Adoption Model (CBAM). The CBAM was developed by researchers at the Research and Development Center for Teacher Education at the University of Texas at Austin from extensive study of the educational change process. Diagnosing teacher needs and providing relevant staff development activities is a major goal of the CBAM research. This paper provides an account of the efforts of Ginn and Co., in collaboration with the Texas R&D Center, to improve their means of facilitating teachers' use of Ginn reading programs through concerns-based inservice. The use of CBAM, and especially Stages of Concern, proved an important breakthrough to understanding the nature of teachers' needs and problems related to the use of new programs as well as ways to address these needs. (Author)