Customer Development Before Commercialization

Many commercialization efforts begin after a technology is developed. I'll explore how customer discovery and research into multi industry pain points can indicate potential customers and revenue. Establishing clear financial reasoning for how early adopters can benefit can help build momentum in the commercialization process often earlier than is traditionally considered. A clearer path to revenue even while not guaranteed can reduce uncertainty, create strong investor narratives and improve technology transfer outcomes.

Topics will include:

• Identifying the ‘right’ customer.
• Customer conversations that reveal opportunity.
• Validating assumptions before market entry.
• Improving product-market alignment.
• Differentiating customer base between government and private sector.
• Reducing commercialization risk.

Adam Matalon is a hybrid creative business executive who has spent his career at the intersection of story, strategy, and high-stakes communication.

His formative professional years were spent in film, television, and advertising as an award-winning writer, director, producer, and showrunner — environments where complex ideas, competing priorities, creative talent, budgets, and deadlines must produce one coherent result.

Today, Adam leads MessageHQ, a consultancy helping technology, engineering, and chemistry founders, executives, and leadership teams turn complex ideas into clear commercial perspectives. He also serves as a fractional CRO/CMO, business advisor, board member, and startup mentor.

Adam works with companies at inflection points, university technology transfer departments, accelerators, and founders globally. His work focuses on building Narrative Capital — the value created when an idea is clearly understood, consistently communicated, and compelling enough for people to act on.

He believes clarity is a competitive advantage, and confusion is expensive.