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Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
In this episode of Unicorn Builders, we’re joined by Joseph DeSimone, co-founder and former CEO of Carbon, an idea-to-production platform that has raised over $680 million in funding. Joe shares his journey of taking Carbon’s groundbreaking 3D printing technology from the lab to large-scale commercial adoption, offering invaluable insights for founders seeking to bring deep tech innovations to market.
Joe emphasizes the importance of identifying not just one, but multiple killer applications that uniquely leverage Carbon's 3D printing capabilities. From dental aligners to foam replacement in helmets, each use case served as a compelling proof point to drive adoption in a specific market. Founders must rigorously validate their technology's unique value prop in concrete applications to build a bridge to the mainstream.
Carbon's partnership with Adidas proved pivotal in establishing credibility and catalyzing growth in adjacent markets like helmet and bike saddle production. Joe frames this as a "bowling pin strategy" - using lighthouse customers to create momentum that knocks down subsequent pins. Founders should cultivate early evangelists who can serve as powerful references and accelerate the diffusion of their technology across industries.
When pitching investors, Joe resisted the temptation to default to dry technical and financial details, instead crafting a compelling narrative around Carbon's mission to transform how the world makes products. He advises founders to stay true to the story they want to tell, anchoring their vision in the transformative impact on customers and society. Storytelling is a critical skill for bringing others along on the journey.
Recognizing the rapid pace of Carbon's technological evolution, Joe pioneered a subscription model that allowed customers to continually benefit from innovations without fear of obsolescence. This aligned incentives and fostered a collaborative partnership as the technology matured. Founders should explore business models that create a win-win, enabling customers to grow alongside the company.
Joe candidly acknowledges the immense pressure and emotional toll of leading a company like Carbon, from the burden of meeting payroll to the isolation of the top job. He attributes his resilience to a missionary mindset - an unwavering belief in the worthiness of the cause. Founders taking on the audacious challenge of bringing a new technology to market must cultivate this sense of purpose to sustain them through the inevitable trials.
CEO & Co-Founder of Alation
Satyen Sangani: The GTM Story of Alation ($1.7 Billion Valuation)
CEO & Co-Founder of AppsFlyer
Oren Kaniel: The GTM Story of AppsFlyer ($2 Billion Valuation)
CEO and Co-Founder of Seismic
Doug Winter: The GTM Story of Seismic ($3 Billion Valuation)
CEO & Co-Founder of Swiftly
Henry Kim: The GTM Story of Swiftly ($1B+ Valuation)
Co-Founder & CEO of Omada Health
Sean Duffy: the Story of Omada Health ($1+ Billion Valuation)
CEO & Founder of Unqork
Gary Hoberman: the GTM Story of Unqork ($2B+ Valuation)
CEO and Co-Founder of Komodo Health
Arif Nathoo: the Story of Komodo Health ($3 Billion Valuation)
Co-Founder & CEO of Flexe
Karl Siebrecht: the Story of Flexe (1+ Billion Valuation)
CEO and Co-founder of Newfront
Spike Lipkin: the GTM Story of Newfront ($2.2 Billion Valuation)
Co-Founder & Chief Sustainability Officer of RELEX Solutions
Johanna Småros: the Story of RELEX Solutions ($5.7 Billion Valuation)
Co-Founder of Paddle
Harrison Rose: the Story of Paddle ($1.4 Billion Valuation)
CEO & Co-founder of Workrise
Michael Witte: Workrise: the GTM Story of Workrise ($3 Billion Valuation)
CEO of Timescale
Ajay Kulkarni: the Story of Timescale ($1+ Billion Valuation)
CEO and Co-Founder of PointClickCare
Dave Wessinger: the Story of PointClickCare ($5 Billion Valuation)
CTO and Co-Founder of Copado
Federico Larsen: the Story of Copado ($1.2 Billion Valuation)
CEO of Beyond Identity
Tom “TJ” Jermoluk: The GTM Storyteller of Beyond Identity ($1.1 Billion Valuation)
Co-Founder of SumUp
Marc-Alexander Christ: the Story of SumUp ($8.5 Billion Valuation)
Team Member of Beta Technologies
Kyle Clark: the Story of Beta ($1.2 Billion Valuation)
CEO of Lightspeed
Jean Paul Chauvet: the Story of Lightspeed ($2+ Billion Valuation)
Co-Founder and CEO of SambaNova
Rodrigo Liang: the Story of SambaNova ($5+ Billion Valuation)
Co-Founder & CEO of Airbyte
Michel Tricot: the Story of Airbyte ($1.5 Billion Valuation)
CEO and Founder of Guideline
Kevin Busque: the Story of Guideline ($1.1B+ Valuation)
CEO of StoreDot
Doron Myersdorf: the Story of StoreDot ($1.2 Billion Valuation)
CEO and Co-Founder of Starburst
Justin Borgman: the Story of Starburst ($3+ Billion Valuation)
CEO & Co-Founder of Alation
Satyen Sangani: The GTM Story of Alation ($1.7 Billion Valuation)
CEO & Co-Founder of Andela
Jeremy Johnson: the Story of Andela ($1.5 Billion Valuation)
CEO & Co-Founder of BigID
Dimitri Sirota: The GTM Story of BigID ($1.25 Billion Valuation)
Co-Founder & CEO of Monte Carlo
Barr Moses: the GTM Story of Monte Carlo ($1.6 Billion Valuation)
Co-Founder and Co-CEO of Brex
Henrique Dubugras: the Story of Brex ($12 Billion+ Valuation)
President of Remote
Marcelo Lebre: the Story of Remote ($3 Billion+ Valuation)
Co-Founder, CFO & COO of Synthesia
Steffen Tjerrild: The Story of Synthesia ($1 Billion Valuation)
CEO & Founder of Aura
Hari Ravichandran: the Story of Aura ($2.5 Billion Valuation)
CEO & Co-founder of Bloomreach
Raj De Datta: the GTM Story of Bloomreach ($2.2 Billion Valuation)
CEO of Chronosphere
Martin Mao: The Story of Chronosphere ($1.6 Billion Valuation))
Founder and CEO of SmartRecruiters
Jerome Ternynck: the Story of SmartRecruiter ($1.5 Billion Valuation)
CEO and Founder of Paper
Philip Cutler: The GTM Story of Paper ($1.5B Valuation)
Founder and CEO of Typeface
Abhay Parasnis: the Story of Typeface ($1 Billion Valuation)
CEO of 6sense
Jason Zintak: The GTM Story of 6sense ($5.2 Billion Valuation)
CEO & Co-Founder of Sendbird
John Kim: The GTM Story of Sendbird ($1+ Billion Valuation)
Co-Founder of VAST Data
Jeff Denworth: The Story of VAST Data ($9.1 Billion Valuation)