The Founder Series is the definitive methodology for deep-tech founders commercializing breakthrough science — the missing playbook between "we have a breakthrough" and "we have a repeatable revenue machine."
Somewhere in your first year, someone told you a lie. It sounded like this: "Focus on the technology. When the product is ready, we'll hire a salesperson."
85% of deep-tech startups with groundbreaking science fail commercially — not because the technology doesn't work, but because the founding team treats revenue as someone else's job.
The insight is counterintuitive: technical founders already possess every cognitive skill required to sell. Hypothesis testing, rigorous methodology, evidence-based argumentation, systematic problem-solving — these are selling skills. The translation is the missing layer.
The Founder Series provides that translation — and the AI-powered workflows to execute at 10× the speed.
You built an identity as a scientist. Now someone is asking you to become a salesperson. The canyon between those identities is an illusion — but it will kill your company if you believe it's real.
Enterprise sales playbooks were built for mature markets. Deep-tech has 12–36 month cycles, 8-stakeholder buying committees, regulatory gates, and integration complexity that makes SaaS look trivial.
Between "Design Win" and "First Purchase Order" is where most deep-tech companies die. The gap isn't the technology — it's the commercial operating model that bridges lab proof to revenue.
Zero to One ignores execution. Crossing the Chasm assumes you already have a sales team. Founding Sales isn't built for science-based products. Until now, this gap was unfilled.
Book 1 is the institutional system. Book 2 is what you actually do as the founder-CEO on Tuesday morning when a procurement committee won't return your calls.
The Deep-Tech Go-to-Market Playbook: From Lab to $10M in Revenue
Target Reader: Fractional VP Sales, Board Advisors, Sales Leaders at Series Seed–B deep-tech companies
The Technical CEO's Sales Leadership Manual: From PhD to Revenue Machine
Target Reader: PhD Founders, CTO-turned-CEOs, Technical co-founders who are the de facto salesperson
Every concept is mapped from tools you already know as a scientist to commercial skills you need as a founder-CEO.
Hypothesis testing is discovery. Peer review is objection handling. Systematic problem-solving is pipeline management. The cognitive skills are identical — only the vocabulary is different.
Five stages: Lab Demo → Design Win → First PO → Reorder → Repeatable Revenue. Most deep-tech companies die between stages 2 and 3. This is the bridge that gets you across.
Strategic Selling adapted for deep-tech's buying reality: 8-stakeholder committees, 12–36 month cycles, technical procurement, and integration complexity that sinks unprepared founders.
Data shows 75% conversion on paid POCs vs. 50% on free evaluations. The founder who understands this dynamic closes significantly more deals — and does so faster, at higher margins.
Every chapter includes prompt stacks, automation templates, and Claude/GPT co-pilot workflows. Compress the learning curve from years to months. Execute at 10× the speed of traditional founder-led sales.
Board-approved, real-world roadmap from 2 people to 11+. The 50-demo rule, first sales hire profile, compensation models, and transition planning from founder-led to team-led commercial operations.
Feedback from the methodology before the book — from technical founders, board advisors, and sales leaders who've applied STEM Selling in the field.
"The STEM Selling workshop changed how our entire founding team thought about customer discovery. We stopped calling it 'sales' and started treating it as the rigorous process it actually is."
"Finally a GTM framework written for companies selling to technical procurement committees. Zero to One and Crossing the Chasm assume you already have a sales team. This one doesn't."
"I've been a board advisor to six deep-tech companies. The Paid POC data alone — 75% vs. 50% conversion — is worth the entire workshop cost. This becomes required reading for every company I work with."
The Founder Series launches in 2025. Pre-order now and receive early access to the STEM Selling methodology framework — plus an invitation to the launch workshop.
Join the launch list and receive the STEM Selling Methodology Framework PDF — the core translation map that shows exactly how every engineering skill converts to commercial execution.
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