Academic founders remain at universities and provide continuity, resources, and credibility while leaving day-to-day operations to full-time founders. They should receive limited equity and have clear agreements with the company and university.

Embracing different motivations and being aware of them keeps the founding team together.

Hiring for a startup is a very challenging process. You need to think both short and mid-term to ensure candidates deliver the most value for what you need over time.

People rarely buy a scientific product the first time they hear about it. Distinguishing customer awareness stages—unaware, problem-aware, solution-aware and product-aware—helps you tailor your message and move prospects along the journey.

Prospects rarely buy after one interaction; it often takes five to seven touches across channels to build trust and prompt action.

Digital marketing is essential for science start-ups; build a strong website, nurture an email list, engage on social platforms, and use SEO and targeted ads to reach your audience.

Only through interactions with potential customers you will learn the true value of your solutions

Only through interactions with potential customers you will learn the true value of your solutions

Culture is the shared values and behaviours that guide how people work together; intentional culture building helps recruit and retain talent and prevents toxicity

At the beginning you need builders. Once the startup grows you will be able to decide if you need an external CEO to lead the company.