In a recent LinkedIn post, Shannon Smith, J.D., M.S. discusses a common yet often overlooked hurdle for deep tech founders: the disconnect between strong technology and weak commercialization. Smith, J.D., M.S. argues that while many founders excel in product development and technical validation, they struggle to translate that into market traction. This gap, according to Smith, J.D., M.S., is frequently a commercialization problem, not a product one.
Shannon Smith, J.D., M.S. highlights the buyer’s perspective, explaining that impressive technology alone is insufficient for adoption. Buyers need to perceive clear value, low risk, and an obvious next step. Smith, J.D., M.S. points out that when these elements are missing, potential customers often fill the void with assumptions that hinder progress.
“Because buyers don’t adopt new technology just because it’s impressive. They adopt when the value is clear, the risk feels low, and the next step feels obvious.”
The Pitfalls of Unclear Value Proposition
According to Shannon Smith, J.D., M.S., the failure to clearly articulate value and mitigate perceived risks can lead to a perpetual cycle of polite interest without actual revenue. Smith, J.D., M.S. observes that when a company’s website or online presence doesn’t effectively communicate these crucial aspects, the brain of a potential buyer can easily generate objections.
Common Objections Hindering Adoption
Shannon Smith, J.D., M.S. identifies several reasons why technology gets stuck in the evaluation phase:
- Too complex
- Too early
- Too risky
- Too hard to explain internally
- Too easy to push off
These perceptions, as Shannon Smith, J.D., M.S. explains, result in more demos, more follow-ups, and ultimately, less revenue. The issue isn’t necessarily a lack of product quality, but a failure in the initial commercialization narrative.
“That’s how good technology gets stuck. More demos. More follow-ups. More “circling back.” More polite interest. Less revenue.”
Commercialization Begins Before the Sales Call
Shannon Smith, J.D., M.S. emphasizes that the commercialization process should not be an afterthought or solely the responsibility of the sales team. In fact, Smith, J.D., M.S. argues that it begins the moment a potential buyer encounters the company’s online presence.
“Because commercialization starts before the sales call. It starts the second someone lands on your page.”
To address this critical need, Shannon Smith, J.D., M.S. introduced the NeuroForge Free Commercialization Audit. This audit, as described by Smith, J.D., M.S., reviews a company’s website or listing to pinpoint areas where the buyer’s story is weakening, causing confusion, reducing urgency, breaking trust, or increasing perceived adoption risk.
“We review your website or listing and show you where your story is leaking traction. Where buyers get confused. Where urgency drops. Where trust breaks. Where adoption risk feels too high.”
By focusing on these early touchpoints, Smith, J.D., M.S. suggests that deep tech companies can move beyond impressive demos and polite interest to achieve tangible market adoption and revenue growth.
📝 About This Content
This article is based on insights shared by Shannon Smith, J.D., M.S. on LinkedIn.
📅 Originally posted on July 12, 2026 | View original post on LinkedIn →