The customers that you may be trying to serve are not the same people who have to make decisions.
So, in the CDL Paris program, I worked with a cement company. They were operating in one country already. My objective was, or the problem I was facing was, trying to expand their entry into another country.

And I was tasked with trying to complete this discovery, interviewing the types of customers, getting an understanding of the value chain and the supply players in these countries, understanding what the startup would need to do in order to be favorable to these clients.

And so, in this sense, someone might want the technology, but it might not be very feasible in terms of introducing it into the supply chain. There is an existing supply chain most times, and you have to try and adapt to this existing supply chain.

But the people who are making... current cement producers or ready-mix players, they have existing systems, so you have to understand them. And oftentimes, drop-in products are a lot better, rather than introducing or revamping the entire process.

I think it's naive to say that only you know every way your product can be introduced.

I think collaboration is key. Understanding how other people can contribute to your products is quite critical to being successful in commercializing.