How to Communicate the Impact of Deep Tech Products? | Mike Harmon(Hard Tech CMO)
The Deep Tech Product Podcast
Welcome back to DeepTech Product Podcast, where we delve into the world of deep tech product management. Today we delve into another crucial aspect of deep tech product success: Messaging and Go-to-Market. In this episode we speak to Mike Harmon, Founder of Hardtech CMO, a seasoned startup executive with over 15 years of experience leading VC-backed startups and a decade as a strategy and commercialization consultant. Mike brings a wealth of knowledge in helping deep tech companies navigate the often-turbulent journey of bringing complex products to market.
Prefer listening? Audio versions on Apple podcasts, Spotify.
Key Takeaways:
Messaging over Branding: In the early stages of deep tech ventures, focus on crafting compelling messaging that clearly articulates the vision and potential impact of your product rather than heavily investing in brand building.
Embrace Thought Leadership: Even though immediate ROI might not be evident, actively engage in thought leadership activities such as podcasts, webinars, and community participation. This helps establish you as an expert and builds a community around your work.
Leverage CRM for Stakeholder Management: Use a CRM system to track all stakeholder interactions, including investors, potential employees, and future customers. This builds institutional knowledge and creates a central source of truth for your growing company.
The "What Becomes Possible When" Framework: This powerful storytelling tool helps you and your stakeholders envision the future impact of your technology. By breaking down your vision into achievable milestones, you can articulate a clear path and generate excitement about the possibilities.
Identify and Address Customer Pain Points: Instead of focusing on convenience features, identify the genuine pain points your technology solves for specific customer segments. Tailor your messaging to address those pains directly.
Build Partnerships Early On: Don't wait until launch to build relationships. Engage potential partners early in the development cycle to gain valuable feedback, test hypotheses, and cultivate trust, potentially leading to pilot programs and early adoption.
Tailor for different audiences: When preparing for investor pitches, customer presentations, or media engagements, create a living frequently asked questions document built from various interactions with stakeholders. Then select the most relevant stories from your FAQ library and turn them into content in the format that you want. This ensures your messaging is always targeted and impactful.
Be Kind to Yourself: Entrepreneurship, especially in the deep tech space, is a challenging journey. Celebrate your wins, big or small, and seek support from mentors, advisors, or coaches to navigate the inevitable anxieties.8
Mike's insights provide a practical roadmap for deep tech product managers to effectively communicate their vision, build relationships with stakeholders, and ultimately achieve product success.
Resources
Book recommendation: The Anxious Achiever by Morra Aarons-Mele (https://amzn.eu/d/02K5zOtf)
Mike's Linkedin: https://www.linkedin.com/in/mikeharmon/
Brought to you by:
Mike's Linkedin: https://www.linkedin.com/in/mikeharmon/ Brought to you by: Deep Tech Syndicate — A community of product leaders in deep tech, join us today! https://deeptechsyndicate.substack.com/
Ravi's LinkedIn: https://www.linkedin.com/in/sundaramravi/
For inquiries about sponsoring/supporting the podcast, email deeptech.syndicate@gmail.com
Timestamps:
(00:00) Teaser
(00:48) Podcast Intro
(01:16) Mike Intro
(02:24) What Mike does and the different approach needed in deep tech?
(05:41) Why marketing is different in deeptech and whats the playbook?
(10:24) How could a coach or mentor help?
(12:55) Moonshot manifesto: Messaging during the long development cycles (14:58) The 'what becomes possible when?' framework
(16:30) Examples of applying these frameworks
(19:50) Tailoring content for your audience
(25:46) How to bring out a genuine voice ?
(30:05) Messaging to your customers and partners
(36:44) Example of failure and success
(42:25) One key learning/advice looking back
(45:44) Book recommendation
(47:52) Deep tech trend
(51:10) Outro and links to join the deep tech product community