Insights

In my recent conversations with old colleagues and business partners, a clear trend has emerged that I believe needs to be addressed—many early-stage founders, inventors, and even some venture capitalists (VCs) are overlooking the importance of commercialization at the right stage of their journey. It's a critical gap that, if ignored, can stall a promising venture before it reaches its full potential.

Let’s break down why this is happening:

1. A Mindset of Tradition Some founders, particularly men of a certain age, believe they know best based on past experience. While confidence is crucial, this mindset can lead to a dangerous underestimation of the commercialization process. The commercialization leader is often mistaken as just a marketer or salesperson brought in at the end of product development, when in reality, this leader should be there from day one, helping shape everything from core values to branding and market positioning.

2. The Misunderstanding of Commercialization's Role Many still view commercialization as something that happens at the tail end of launch. They don’t realize that a good commercial leader sets the tone for an entire organization. This role is key in building the story of your company—crafting investor pitch decks, conducting market research, and guiding your fundraising strategy. Beyond that, they help define the core essence of your business, such as your mission, logo, recruitment approach, and overall messaging. Without this, even groundbreaking ideas can fall flat when it’s time to scale.

3. Ignorance and Inexperience Some founders assume their product will automatically be purchased once they reach certain milestones, such as positive data from a Phase 2 trial. They think the science will speak for itself. However, without the ability to communicate effectively, or tell a compelling story about the long-term impact of their product, they risk losing out on valuable partnerships, investors, and opportunities. It’s not enough to assume things will fall into place—you need a commercialization strategy that anticipates every possible scenario and plans for long-term success.

Even more interesting is how some founders continue to follow this same pattern, expecting different outcomes despite previous failed attempts. Whether it’s due to ego, tradition, or lack of awareness, they fail to recognize the value a commercial strategist can bring.

I challenge venture capitalists and investor groups to look closely at the founding teams they invest in. Do they have diverse thinking? Are they incorporating a commercialization leader early on? Remember, a true commercialization leader isn’t just about sales—they are a strategist who helps build a vision, connect with the right audiences, and ultimately scale your business successfully.

At Vella Handlos Consulting, we specialize in helping life sciences and health tech startups get this crucial part of the process right from the start. From building a story that resonates with investors to crafting a go-to-market strategy, we guide founders in shaping their businesses for long-term success. Reach out today to learn how we can support your journey!

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