When selling innovative tech to risk-averse enterprises, don't build for their needs today; build for the future they will be forced into by competitive pressure. The strategy is to anticipate the industry's direction and have the solution ready when they finally realize they are being left behind.

The belief that manufacturers are slow to move is a misconception stemming from their resistance to large, risky "rip and replace" projects. They are quick to scale solutions that demonstrate clear, immediate value in a small-scale pilot, making a land-and-expand sales motion highly effective.

Rather than inventing from scratch, InMedx licensed its advanced heart-rate variability algorithm from Omega Wave, a company serving pro sports teams. This allowed them to leverage a proven, precise technology and focus their resources on the higher-value activities of clinical validation and securing FDA clearance for medical use.

Instead of building a consumer brand from scratch, a technologically innovative but unknown company can license its core tech to an established player. This go-to-market strategy leverages the partner's brand equity and distribution to reach customers faster and validate the technology without massive marketing spend.

Oshkosh structures partnerships to own IP developed jointly with a startup, then licenses it back. This approach, outlined in the initial NDA, gives the large corporation control over patent defense while providing the startup with usage rights, often with market-specific limitations.

Instead of viewing a pilot plant as just an R&D cost center, design it to be profitable. This self-sustaining model provides commercial validation and helps secure pre-sale agreements, which can then be leveraged to finance a full-scale industrial facility with less investor risk.

Before launching, assess a product's viability by the sheer number of potential distribution points. Manufacturing and logistics are solvable problems if the market access is vast. This reverses the typical product-first approach by prioritizing market penetration from day one.

In rapidly evolving AI markets, founders should prioritize user acquisition and market share over achieving positive unit economics. The core assumption is that underlying model costs will decrease exponentially, making current negative margins an acceptable short-term trade-off for long-term growth.

Seeing an existing successful business is validation, not a deterrent. By copying their current model, you start where they are today, bypassing their years of risky experimentation and learning. The market is large enough for multiple winners.