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The go-to-market risks for physical AI startups

A hard-tech investor with 18 years' experience says complex customer decisions and misaligned incentives can make selling difficult.

2 Sources, 25m ago, first seen 25m ago

TLDR

ThePeelPod quotes a hard-tech investor with 18 years' experience who argues that newcomers to physical AI can underestimate how difficult it is to sell to established customers. The investor says customers want better products but prioritize market share and may push risk onto startups without having enough at stake to stay for the long term. Veterans, meanwhile, can miss big ideas because they've seen so many ways to fail.

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2 Sources, first seen 25m ago

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2 Sources, first seen 25m ago

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2 Sources

The Peel@ThePeelPod.@bznotes has been investing in hard tech for 18 years. I asked him what most people piling into physical AI today get wrong: "There are a lot of smart people rushing into this space. The veterans bring expertise, but also scar tissue. They've seen 100 ways to fail, so sometimes they miss the big idea. For newer people, go-to-market in these industries is tough. Decision-making inside your customers is much more complex. And their incentives aren't aligned with you. They do want better products. But they mostly, they just want to protect their market share. They'd love to push all the risk to you. And a young company assumes all that risk thinking that's what it takes, not realizing there's not enough at stake for the customer to be there for the long term. So you end up investing in companies that feel like a big idea, but the practicality is missing."1h
Turner Novak 🍌🧢@TurnerNovakRT @ThePeelPod: .@bznotes has been investing in hard tech for 18 years. I asked him what most people piling into physical AI today get wron…1h
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    2 Sources

    The Peel@ThePeelPod.@bznotes has been investing in hard tech for 18 years. I asked him what most people piling into physical AI today get wrong: "There are a lot of smart people rushing into this space. The veterans bring expertise, but also scar tissue. They've seen 100 ways to fail, so sometimes they miss the big idea. For newer people, go-to-market in these industries is tough. Decision-making inside your customers is much more complex. And their incentives aren't aligned with you. They do want better products. But they mostly, they just want to protect their market share. They'd love to push all the risk to you. And a young company assumes all that risk thinking that's what it takes, not realizing there's not enough at stake for the customer to be there for the long term. So you end up investing in companies that feel like a big idea, but the practicality is missing."1h
    Turner Novak 🍌🧢@TurnerNovakRT @ThePeelPod: .@bznotes has been investing in hard tech for 18 years. I asked him what most people piling into physical AI today get wron…1h
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