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About the Book
Strategic Entanglement is more than just a book; it's a strategic partner for anyone navigating the high-stakes world of deep tech. Whether you are a founder, a marketing leader, an investor, or an ecosystem builder, this book offers a clear, actionable path to transform groundbreaking science into market-defining success.
For Founders & CEOs: Stop selling a product and start building a market. This book equips you with the strategic frameworks to diagnose your true commercial readiness, architect the complex ecosystem around your innovation, and craft a compelling narrative that attracts both talent and capital. Learn how to bridge the infamous 'commercialization gap' and de-risk your venture from day one.
For Marketing Leaders: Elevate your role from tactical executor to strategic market creator. Discover how to embed marketing at the core of your business strategy, build a 'Credibility Stack' that resonates with skeptical, technical buyers, and design go-to-market strategies that align with deep tech's non-linear path to adoption. Move beyond 'random acts of marketing' to deliver measurable, strategic impact.
For Investors & Board Members: Gain a critical lens for evaluating the non-technical risks and opportunities in your deep tech portfolio. Understand how to identify teams capable of not just inventing, but of translating their science into a scalable business. Leverage the insights to guide your portfolio companies toward sustainable growth and market leadership, ensuring your investments mature from prototype to platform.
For Ecosystem Builders & Policy Makers: Deepen your understanding of the commercialization hurdles within the quantum and deep tech sectors. This book provides a clear perspective on how narratives, market architecture, and credibility combine to accelerate adoption, informing strategies for national initiatives, consortia development, and public-private partnerships.
Strategic Entanglement is your essential playbook for mastering the art of building belief and shaping the future of deep tech.
Logos displayed represent companies, associations, and government institutions mentioned in Strategic Entanglement in an editorial context.
Introducing the Core Premise: Strategic Entanglement
The greatest challenge in deep tech is not invention; it's translation and integration. For too long, marketing has been relegated to a tactical afterthought, a downstream activity deployed after the science is done. This approach results in "random acts of marketing" that fail to bridge the profound gap between lab breakthrough and market adoption.
Strategic Entanglement proposes a radical, yet essential, shift. It argues that for deep tech companies to succeed, marketing must become a core strategic function, deeply integrated and interdependent with every other facet of the business, from product development and capital allocation to investor relations and ecosystem building.
The Quantum Entanglement Metaphor:
Just as two entangled quantum particles remain fundamentally linked regardless of distance, so too must the disparate functions of a deep tech company be strategically entangled with its market-building efforts. In this book, "entanglement" isn't a mere buzzword; it's a profound metaphor for the necessary interconnectedness:
Entangled with Product: Marketing informs product roadmaps by understanding market needs and user challenges, ensuring technology solves real problems.
Entangled with Capital: It crafts the investor narrative, translating complex science into compelling, fundable opportunities.
Entangled with Ecosystem: It actively architects the market, building credibility with standards bodies, policymakers, and partners to create an environment where the technology can thrive.
Entangled with Leadership: It shapes the company's mission and culture, attracting the talent and belief needed to lead the future.
This book provides the frameworks to achieve this level of Strategic Entanglement, transforming marketing from a cost center into the vital engine for growth that defines new categories and builds the future.
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