In a recent LinkedIn post, Shannon Smith, J.D., M.S. discusses a common yet frustrating challenge faced by founders: the disconnect between a technically impressive product and actual market adoption. Smith, J.D., M.S. highlights how a product’s strongest features, often celebrated by engineers, can paradoxically become significant barriers to buyer uptake.
The core of the issue, as Shannon Smith, J.D., M.S. articulates, lies in the perception gap between technical sophistication and market readiness. While engineers might be impressed by complexity, potential buyers can be intimidated, leading to a situation where interest is present but deals fail to materialize.
“Your strongest feature might be your biggest adoption barrier. Because complexity impresses engineers but terrifies buyers.”
The “Brutal Middle” of Stalled Deals
Smith, J.D., M.S. describes this predicament as the “brutal middle,” a precarious stage where there’s enough positive signal to suggest a viable product, but not enough momentum to ensure business security. This often leads founders to second-guess their strategies, product, pricing, and even their own capabilities.
“So you start replaying every call. Questioning the pitch. Questioning the pricing. Questioning the market. Questioning yourself,” Shannon Smith, J.D., M.S. writes, illustrating the intense self-doubt that can set in.
This pressure, according to Smith, J.D., M.S., can fracture internal alignment. Sales teams push for pipeline, marketing seeks broader reach, and product teams focus on new features, all while the fundamental problem of adoption remains unaddressed. The company becomes busier, yet the product struggles to gain traction.
Beyond Awareness: The Need for Commercialization
Shannon Smith, J.D., M.S. argues that the difficulty in adoption often signals a problem deeper than mere lack of awareness. Buyers might like the product, understand its potential value, but still hesitate due to perceived risks or an inability to articulate its benefits internally.
“Buyers may like the product and still not feel safe buying it. They may see the value and still not know how to explain it internally. They may believe it’s promising and still not want to take the risk first.”
This hesitation, Smith, J.D., M.S. points out, has significant consequences, slowing revenue, eroding confidence, and creating internal friction. The pressure on founders is immense as they navigate these challenges.
The Critical Role of Clear Positioning and Reduced Friction
Ultimately, Shannon Smith, J.D., M.S. emphasizes the critical importance of commercialization over mere attention. “That’s why commercialization matters. You don’t just need attention. You need adoption. Clearer positioning. Lower buyer friction. A message the market understands fast. A path to yes that feels easier to take,” the post states.
Smith, J.D., M.S. concludes by suggesting that addressing these adoption barriers requires a strategic focus on making the path to purchase smoother and the value proposition undeniably clear to the market. The insights shared by Smith, J.D., M.S. offer a valuable perspective for founders grappling with the complexities of bringing innovative products to market successfully.
📝 About This Content
This article is based on insights shared by Shannon Smith, J.D., M.S. on LinkedIn.
📅 Originally posted on April 12, 2026 | View original post on LinkedIn →