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Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Greg Newbloom, CEO & Founder of Membrion, an industrial wastewater treatment solution that has raised $23 Million in funding.
Most interesting points from our conversation:
Greg’s story of how a simple silica gel desiccant pack inspired Membrion's breakthrough in membrane technology highlights the value of seeking inspiration from unconventional places. For B2B tech founders, this emphasizes the importance of staying open to creative solutions from outside your immediate field of focus.
Membrion's shift from battery technology to wastewater treatment underscores the strategic pivot’s value when the original market doesn't align with your technology’s strengths. For founders, it's crucial to remain flexible and pivot towards markets where your technology can solve significant problems, even if it's not the market you initially targeted.
Greg's discussion about the importance of developing a minimum viable product that genuinely solves a problem highlights the necessity of focusing efforts on creating a tangible, testable product, rather than getting caught up in the potential of the technology alone. This approach is especially crucial in industries where efficacy is binary, such as water treatment.
The contrast between investor expectations and customer needs that Greg experienced underscores the importance of tailoring your pitch and narrative depending on your audience. Founders should develop the skill of articulating their vision and product's value differently to investors and customers.
Membrion's success in the semiconductor industry and its marketing strategy of treating water as a service illustrates the effectiveness of a customer-centric go-to-market approach. This involves understanding and addressing the unique challenges and risks your potential customers face and offering solutions that align with their needs and limitations.
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