When you're building something truly new, your biggest challenge isn’t competition—it’s proving a market even exists. In a recent podcast episode, Brian Jamieson (CEO, Diagnostic Biochips) and go-to-market expert Chris Morrison break down what it takes to sell disruptive technology like SomaFocus.Chris describes the “innovation death spiral”: a startup gets one early customer, builds a strategy around that win, and burns through resources when it doesn’t scale. One customer isn’t validation—it’s an outlier.Instead, Diagnostic Biochips took a discovery-based approach. After testing assumptions...
