Here's some local Houston startup news you may have missed. Photo by Zview/Getty Images

Houston startups across industries have been moving and shaking these past few weeks, and there's a chance you may have missed some of these Houston innovation stories.

In this roundup of short stories within Houston innovation, two Houston-based e-commerce startups announce big news, a tech company pitches abroad, and more.

Houston industrial e-commerce startup expands into the construction industry

Houston-based GoExpedi has expanded its business. Photo by Colt Melrose for GoExpedi

GoExpedi, an end-to-end digital supply chain and data analytics company with solutions within procurement and delivery of maintenance, repair, and operations products for heavy industries, announced it has expanded into the commercial construction space.

Builders partnering with GoExpedi now have access to more than 200,000 critical parts and supplies, according to a news release from the company.

"Access to needed tools and materials in construction is already a challenge in today's supply chain environment," says GoExpedi CEO Tim Neal in the release. "Expanding into commercial construction is a natural extension of our capabilities as we already provide significant operational and cost value with our digital platform across similar heavy sectors. We're quickly ramping up the number of construction groups we're working with, giving them a better way to plan for and order materials to help avoid costly building delays."

GoExpedi raised a $25 million series C round in 2020 and is deploying these funds as the company grows. Earlier this year, the startup opened a new industrial and energy MRO warehouse in Pittsburgh, Pennsylvania

UH business college snags prestigious grant

Dean​ Paul Pavlou leads the University of Houston's Bauer College of Business.

The University of Houston's C. T. Bauer College of Business is partnering with Texas A&M University and Temple University to develop and implement an energy risk tracking and alert system in Houston and San Antonio. The research project recently received $1.5 million in grant funding from the National Science Foundation. The grant is part of the Smart and Connected Communities program.

"Advanced Learning for Energy Risk Tracking" (ALERT) is designed to prevent and mitigate costly and potentially devastating electricity outages — such as the 2021 winter storm — according to a news release from UH. Bauer College Dean and Cullen Distinguished Chair Professor Paul A. Pavlou is one of co-investigators.

"If there is one positive outcome of the winter storm, it certainly created an awareness for many people that we need to invest more in intelligent systems that can minimize the huge costs and negative impacts that electricity outages can have on people and local communities," he says in the release. "The idea of this research is to create a data-driven system to reduce, predict, and mitigate costly power outages, especially in traditionally disadvantaged communities that usually suffer the most from power outages."

The ALERT system depends on data generated by utilities, city and county governments, school districts and others, enabling preemptive repairs and allowing officials to react more quickly in the event of unforeseen outages, per the release, and a test version of the resource may begin operating in San Antonio as soon as 2022, followed by a trial in Houston.

"It's a technologically very advanced solution, but the beauty of it is that we are working with local communities to acquire the data, to enhance the system and also feed the data back to the community to actually minimize the impact on the people who suffer most from power outages," Pavlou says in the release.

Houston health tech company receives new investment

Dan Purvis, CEO of Velentium

A Houston company has fresh funding. Photo courtesy of Velentium

Velentium has announced a growth recapitalization in partnership with Connecticut-based Great Point Partners. Houston-based Velentium is an engineering firm specializing in the design and manufacturing of therapeutic and diagnostic active medical devices, and GPP is a leading health care investment firm. The new investment allows Velentium to scale national operations.

"When Great Point reached out to us earlier this year, we were immediately impressed with their deep knowledge of our market and track record building businesses," says Dan Purvis, CEO of Velentium, in a news release. "We continue to build an organization that improves the lives of people and families by helping to bring transformative medical devices to market, and Great Point is uniquely positioned to enable us to do that at an even larger scale. Today, we are starting a new chapter and taking a crucial step in realizing our dream of having 1,000 families as part of our organization."

Velentium was created to advance the next breakthrough medical device technology — all within the same company. Innovators and inventors don't have to go through the processes — from cybersecurity to manufacturing — by themselves.

"Our dream from day one was to create a one-stop shop here in Houston where new startups with IP can come to us and know that start to finish they would have their commercial device ready for approval with the FDA and that we were going to handle everything," Purvis previously told InnovationMap.

With GPP's investment, Velentium is equipped to augment its end-to-end solutions and its nearshore and offshore manufacturing capabilities, per the release.

"Velentium has played a pivotal role in the development of groundbreaking neuromodulation devices that have led to important medical technology advancements," says GPP Managing Director Adam Dolder in the release. "We look forward to being partners with Dan, Tim and the entire team and helping them to achieve their goals for the company."

Houston startup tapped for European pitch competition

Jessica Reitmeier, is the co-founder of Pandata Tech. Photo courtesy of Pandata Tech

Houston-based Pandata Tech is one of 29 companies from around the globe competing in Scotland's Net Zero Technology Centre's Clean Energy Start-up Pitch Battle finals. Each featured company has a technology solution that can help accelerate the transition to a net zero energy industry, and 10 finalists will be selected to pitch at COP 26 UN Climate Change Conference in Glasgow, Scotland, on November 2, 2021.

"These start-ups are truly inspiring. Offering extraordinary innovation and ambition, all these teams are developing technologies that have significant potential to reduce greenhouse gas emissions," says Mark Anderson, TechX Director of Net Zero Technology Centre.

The Ion Houston nominated Pandata Tech to be part of the competition because of the startup's previous work in offshore energy and geothermal utility distribution.

"When we think about reducing C02 emissions by 50 percent or more by 2030 and the data required to meet that mark, it's simple — humans and algorithms need data they can trust," says Jessica Reitmeier, co-founder of Pandata.

Houston e-commerce services provider announces strategic partnership

Houston-based e-commerce software startup and Amazon competitor raises $25M in its series A

Cart.com has a new partner, which has increased access to tools for its clients. Photo via cart.com

Houston-based Cart.com, an end-to-end ecommerce services provider and Amazon competitor, announced a strategic partnership with Clearco, the world's largest ecommerce investor. With the new partnership, Cart.com's clients will receive access to Clearco's capital financing and Clearco's portfolio of over 5,500 companies will have access to Cart.com's end-to-end e-commerce platform.

"We're committed to making all aspects of running an ecommerce business streamlined and hassle-free — and that includes getting access to the capital needed to fuel growth," says Omair Tariq, Cart.com CEO, in a news release. "Through this partnership we're giving online sellers frictionless access to the resources they need to scale up, while allowing founders to stay laser-focused on serving their customers and building their brand."

The two companies share the mission to democratize ecommerce by delivering easier, more streamlined access to critical resources — including capital, services, and domain-specific information — which have previously only been available to companies like Amazon.

"Like Cart.com, we envision a world where founding a business is accessible to everyone, and where founders can access essential capital without having to jump through endless hoops," says Andrew D'Souza, Clearco CEO, in the release. "By partnering with Cart.com, Clearco companies will be able to access the platform's end-to-end ecommerce engine — including online store technology, integrated fulfillment services, and customer service support — to scale their ecommerce growth."

This week's roundup of Houston innovators includes Dan Purvis of Velentium, Tony Sanchez of OneNexus Environmental, and Kevin Doffing of Energy Capital of the Future. Courtesy photos

3 Houston innovators to know this week

who's who

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Dan Purvis, CEO and founder of Velentium, is leading his growing company with culture in mind. Photo courtesy of Velentium

Local tech exec expands med device company into oil and gas in a 'uniquely Houston' way

HOUSTON INNOVATORS PODCAST EPISODE 90

When asked about founding his company, the first thing Dan Purvis wants to talk about is the culture.

"The technology of today and the technology of 24 months from now will be very different," Purvis, CEO and founder of Houston-based Velentium, says on this week's episode of the Houston Innovators Podcast. "Being culture-forward allows us to make sure that the people we have on staff are able to flex with the industry."

Velentium was created to advance the next breakthrough medical device technology — all within the same company. Innovators and inventors don't have to go through the processes — from cybersecurity to manufacturing — by themselves.

"Our dream from day one was to create a one-stop shop here in Houston where new startups with IP can come to us and know that start to finish they would have their commercial device ready for approval with the FDA and that we were going to handle everything," Purvis explains.

These days, cybersecurity is top of mind for Velentium, as the technology Purvis and his team are working with include life and death situations. While IT and other software security is important, protecting patients using new medical devices is paramount.

"If you have a dog in your backyard and you have one hole in your fence, you're dog is going to get out," Purvis says."You can't have any holes in that fence. … Our design allows for that protection."

Following an acquisition of Magnolia, Texas-based Oasis Testing, a designer of automated test systems for the energy and manufacturing industries in January, Velentium has expanded to also work in oil and gas technology development. While completely different fields, Velentium says the entrance into this energy tech market has been smooth sailing.

"We really find that both sides of the company cross pollinate quite a bit, and I think that's something that's uniquely Houston," Purvis says.

He shares more about the expansion and how his company continues to grow on the episode. Listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.

A new medical device created in Houston is revolutionizing opioid withdrawal treatment. Photo via sparkbiomedical.com

Houston med-tech companies partner on wearable device for opioid withdrawal

treating addiction

Houston-based Spark Biomedical has created a revolutionary wearable device that provides unprecedented levels of opioid withdrawal relief.

The device known as the Sparrow Therapy System is worn over the ear for five to seven days and sends mild electrical signals to trigger cranial nerves that sit near the skin's surface.

Once activated, the nerves release endorphins that the body has stopped producing on its own during opioid use. The endorphins satisfy the opioid receptors and in turn reduce or prevent the intense symptoms that often come along with opioid withdrawal. According to Spark BioMed CEO Daniel Powell, the technology also helps patients better control their "flight or fight mechanisms," allowing them to make clearer, more logical decisions as they come off of the drug.

"If you ask 100 people who've gone through opioid withdrawal, I would bet 99 of them will tell you they thought they were going to die," Powell says. "Giving them the ability to manage that is huge. It's the first step towards addiction recovery. It's not solving the addiction, but it is an absolute barrier to move forward."

The product was approved by the FDA in January of 2020, after clinical trials showed that the Sparrow could meaningfully reduce withdrawal symptoms in the first hour of use. According to Powell, roughly a third of patients in the trial were completely out of withdrawal and patients' Clinical Opioid Withdrawal Scales scores reduced by more than 53 percent across the board.

Spark, which won Venture Houston's inaugural pitch competition earlier this year, partnered with Houston-based Velentium (which also happened to grow 93 percent last year after partnering with General Motors on Project V) to bring the product from concept to commercial physician prescribed product. "We needed a more sophisticated design house to help us finish it," Powell says.

The up-and-comers were connected through one of Spark's investors. Powell, in a previous career, had also sold a neurostimulator that Velentium CTO Randy Armstrong had invented.

"You're seeing more and more Houston centric medical innovation than we've ever seen before," says Velentium CEO Dan Purvis. "And the cool thing about that is there ends up being a camaraderie amongst entrepreneurs, medical researchers and scientists."

And though the release of Sparrow marks a huge milestone, neither Spark of Velentium are stopping there. Moving forward, Spark aims to conduct a massive study on how a similar technology, dubbed the Roo, can aid infants born to opioid-dependent mothers wean from the drug.

The company also aims to create a next generation Sparrow with the help of Velentium, and will look at long-term uses of the product. Powell says that Spark will look to determine if the product can prevent relapses and help to cure addiction when worn daily or regularly.

"Our big, crazy, ambitious goal is can we actually help people recover from addiction," Powell says. "We're really not addressing psychology, that's going to be in cognitive behavioral therapy. But if we can remove the neurological results of drug use, we think we can make at least start to stack the deck in the favor of the patient versus having the deck stacked completely against them all the time."

This week's roundup of Houston innovators includes Niloufar Molavi of Central Houston Inc., Dan Purvis of Velentium, and Chris Staffel of Goose Capital. Courtesy photos

3 Houston innovators to know this week

who's who

Editor's note: In the week's roundup of Houston innovators to know, I'm introducing you to three innovators — each either new to their role or with a bit of acquistion news.

Niloufar Molavi, board chair at Central Houston Inc.

Niloufar Molavi will lead Central Houston Inc.'s board this year — and she's got fostering innovation on her to-do list. Photo courtesy of CHI

Last week, Nilofar Molavi assumed the role of board chair for Central Houston. She leads PwC's Global energy practice and has served on the CHI board since 2011 and chairs the organization's innovation committee. CHI was among the partners behind the Downtown Launchpad, a 17,000-square-foot innovation hub, which had its grand opening last fall.

"With the fall 2020 opening of Downtown Launchpad, we have deepened our investment in innovation, which we hope will garner long-term results and economic vitality for downtown as well as the Houston region at large," she continues. "We look forward to developing bridge programs with area universities and organizations and leveraging existing resources to bring more high-tech prospects to our central city." Read more.

Dan Purvis, CEO of Velentium

A Houston company has made a strategic acquisition. Photo courtesy of Velentium

Houston-based Velentium, which specializes in the design and manufacturing of medical devices announced that it has acquired Texas company Oasis Testing, a designer of automated test systems for the energy and manufacturing industries.

"Despite the immense challenges facing the business community in 2020, last year was a monumental year of growth for our firm, and we're pleased to start 2021 building upon our world-class team of technical experts," says Dan Purvis, CEO of Velentium, in a news release. "Oasis Testing has been a trusted partner for the last five years and shares in our commitment to solving clients' most complex challenges to change lives for a better world. We're incredibly excited to welcome them to the Velentium family and expand our business more deeply into energy and manufacturing."

Purvis will lead the new combined company as CEO. Read more.

Chris Staffel, managing director at Goose Capital

Goose Capital recently named its new managing director. Photo courtesy of Chris Staffel

Houston-based investment group Goose Capital Inc. named Chris Staffel as managing director — along with Jeff Smisek as the firm's president and Jay Collins as chair of the board of directors.

A serial entrepreneur and investor in over 30 startups, Staffel joins Goose to lead day-to-day operations and drive new investment opportunities.

"It is an honor to join the team at Goose Capital and work alongside experienced industry leaders," Staffel says in the release. "I look forward to leveraging my entrepreneurial experience to help the start-ups in which we invest, while strategically identifying early stage investment opportunities." Read more.

Dan Purvis, CEO of Velentium, will lead the new combined company. Photo courtesy of Veletium

Houston-area medical device engineering firm acquires Texas company

M&A

A engineering firm based in Katy has made a strategic acquisition of a Magnolia, Texas-based company to start of the new year.

Velentium, which specializes in the design and manufacturing of medical devices announced that it has acquired Oasis Testing, a designer of automated test systems for the energy and manufacturing industries.

"Despite the immense challenges facing the business community in 2020, last year was a monumental year of growth for our firm, and we're pleased to start 2021 building upon our world-class team of technical experts," says Dan Purvis, CEO of Velentium, in a news release. "Oasis Testing has been a trusted partner for the last five years and shares in our commitment to solving clients' most complex challenges to change lives for a better world. We're incredibly excited to welcome them to the Velentium family and expand our business more deeply into energy and manufacturing."

The companies will operate under the Velentium name, and Demetri White, co-founder at Oasis Testing, will assume the role of senior program manager to focus on "growing the testing business, serving the oil and gas industry's need for high-pressure high-temperature test, as well as testing in the medical device sector," according to the release.

"We admire and share Velentium's approach to client service, company culture, and results-focused business strategy, and quickly recognized this would be an excellent fit for our team," says White in the. "From our years of partnership, we know that Oasis' expertise in servicing the energy and manufacturing sectors goes hand-in-hand with their ability to provide innovative and world class solutions. Together, we will leverage knowledge across industries to bring mechanical, electrical and software-based solutions that benefit our client base."

The new company will have expanded abilities and will be increasing its production space and headcount as it continues to place an emphasis on its testing and manufacturing capabilities. The added resources for automation and the combined team will lead to dramatic reductions in product test times and increased test system utilization.

Earlier this year, Velentium played a key role in mobilizing thousands of ventilators in the United States at a time when the pandemic and the uncertainty around it was surmounting around the country.

The company's long-time clients Ventec Life Systems, a manufacturer of ventilators based in Washington, said they could increase production of their much-needed ventilators five-fold if they only had the right resources and partners. Velentium first aimed to help the small factory double or triple their production, and later General Motors jumped in to help grow the initiative.

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CultureMap Emails are Awesome

10+ can't-miss Houston business and innovation events for March

WHERE TO BE

From networking meetups to speaker expert speaker summits, March is filled with opportunities for Houston innovators.

Here's a roundup of events you won't want to miss out on so mark your calendars and register accordingly.

Note: This post may be updated to add more events.

 March 6 — Women's History Month Mixer

Bag Talk and Jem are collaborating to produce a dynamic Rooftop Mixer, designed to bring together entrepreneurs, startups, founders, tech professionals, health experts, and investors.

In honor of Women's History Month, the speaker panel will feature trailblazing women entrepreneurs who have redefined success in their respective fields. Gain invaluable insights, strategies, and inspiration as they share their journeys in business, innovation, and leadership.

This event is Wednesday, March 6, from 6 to 9 pm at Reset. Click here to register.

 March 7 — Energy Workforce of the Future Career Fair & Summit

A variety of Gen-Z speakers will be unpacking the future of working in the energy industry. Take advantage of this unique occasion to showcase your skills, exchange ideas, and build valuable connections. Denise Hamilton will be the keynote speaker followed by a host of other energy innovators.

This event is Thursday, March 7, from 7:30 am to 4 pm at the Briar Club. Click here to register.

 March 7 — GB Spring Mixer 2024

Meet community members, network, and develop relationships with local businesses at this event for Pearland's small business community. This mixer is sponsored by Pearland Innovation Hub, a home for innovation, entrepreneurship and small business growth, custom built for Pearland's business community.

This event is March 7, from 6:30 to 8:30 pm at The Cannon. Click here to register.

 March 14 — Pi Day With Portal Innovations

TMC Helix Park will host a Pi Day celebration at TMC3. All scientists, researchers, math experts, and innovators are invited to come and recognize the significant impact Pi (3.14) has had in shaping our world today and continuously in the future. Enjoy networking opportunities with Pi bites, games, and prizes.

This event is Thursday, March 14, from 12 to 1:30 pm at TMC Helix Park. Click here to register.

 March 14 — FanTechstic Mixer

This event is a mixer for tech professionals and tech enthusiasts. Connect with potential employers, collaborators, and mentors who can shape the trajectory of your career.

This event is Thursday, March 14, from 5:30 to 9:30 at Luxtrium Event Venue. Click here to register.

March 16 — Generative AI: Understanding and Fine Tuning LLM

This webinar dives deep into Generative AI, the game-changer that creates images from text, crafts personalized campaigns, and writes reports in seconds. Attendees will learn the innerworkings of Large Language Models (LLMs), the engines behind this revolution. Learn practical skills, explore real-world use cases, and future-proof your career.

This event is Saturday, March 16, from 10 am to 12 pm at Houston Translations. Click here to register.

March 18-22 — CERAWeek by S&P Global

For the 42nd time, CERAWeek is convening energy leaders from around the world for a conference, this year with its theme of "Multidimensional Energy Transition: Markets, climate, technology and geopolitics" that will zero in on the world's journey to zero-carbon.

The event is Monday, March 18, to Friday, March 22, in Downtown Houston. Click here to register.

March 21 — Global Energy: Qatar's LNG Expansion

At this event, expert panelists will delve into issues of investment partnerships, destination markets for gas supply, and the practicalities of expanding fossil fuel exports amid global decarbonization goals. Qatar is in the midst of expanding its LNG export capacity, increasing from 77 million tons per annum to 126 million by 2027.

This event is Thursday, March 21, from 11:30 am to 1:30 pm at Rice University's Baker Institute for Public Policy. Click here to register.

March 21 — Energy Underground - Early Design Partnerships

Meet up with renewable energy product developers, service providers, energy transition thought leaders, and more at this networking event. Make industry contacts, secure financing, share deals, or recommend talent looking to enter the energy workforce. This month meeting is open to everyone, but focused on connecting energy software founders with VP's of Operations and Projects at energy companies.

This event is Thursday, March 21, from 11:30 am to 2 pm at The Cannon. Click here to register.

March 26 — Bots & Brews

This is the spring meetup of the Energy Drone / Robotics / Data crowd, with over 200 leaders attending. Enjoy beer, bites and bots. Check out the latest robotics and data / AI tech, while hearing new case studies and connecting with some of the biggest leaders in energy and autonomous systems.

This event is Tuesday, March 26, from 5:30 to 7:45 pm at the Ion. Click here to register.

March 27 — Energy Industry Young Professionals Gumbo Cook-Off & Technology Showcase

Explore cutting-edge products, network with industry professionals, and savor delicious creations in the Gumbo Cook-Off. Make it a night to remember with live music, a beverage garden, and fundraising efforts to support the energy industry and first responders.

This event is Wednesday, March 27, from 5 to 9 pm at Bad Astronaut Brewing Co. Click here to register.

March 27 — 2024 CultureMap Houston Tastemaker Awards

The CultureMap Tastemaker Awards is an annual celebration of Houston's top restaurant and bar talent, as selected by their peers. Check out this signature in-person tasting event and awards ceremony. Celebrate all of the nominees and the winners, while sampling bites and sipping specialty drinks along the way.

This event is Wednesday, March 27, from 7 to 10 pm at Silver Street Studios. Click here to register.



Houston AI femtech startup raises $2M round to expand platform to B2B opportunities

fresh funding

A Houston-based startup that's improving health and wellness for women with its artificial intelligence-backed platform has raised a bridge round of funding.

Ema closed its latest bridge round, bringing its total funding to nearly $2 million. The company received investment from Kubera's Venture Capital and Victorum Capital, which joined existing investors Hearst Labs, Wormhole Capital, Acumen America, and Techstars.

Ema strives to deliver "personalized, empathetic, and evidence-based support" to its users through its generative AI technology. The platform has more than 100,000 users, and has expanded into the B2B sector with $100,000 in contracts within just 30 days after pivoting to this model, according to the company.

"Ema was born from a deep-seated belief in the transformative power of AI to make women's health care more accessible and effective," Amanda Ducach, CEO of Ema, says in a news release. "Our recent funding and rapid B2B growth validate our approach and enable us to further our mission."

The company, originally founded as SocialMama looking to connect mothers digitally to each other and, later, physicians and experts, rebranded a year ago. The platform aims to be comprehensive and holistic to positively affect women's health and wellness journeys across life stages and categories.

"Our vision extends beyond immediate health concerns; we see Ema as a companion that can support women throughout their lives, offering guidance, support, and understanding whenever they need it," Ducach explains. "This latest round of funding will help us expand into new areas, including employee benefits, where we believe we can make a substantial difference."

Amanda Ducach founded the company in 2019. Photo via Twitter

Why founders need to be prioritizing problem-solution fit, according to this Houston innovator

guest column

Over the past 10 years I have been so incredibly fortunate to work for and with dozens of startup ecosystems, startup development organizations, competitions and accelerators.

Through these interactions I have mentored, advised and coached over 500 startups and as I've reflected back on these interactions and relationships I have observed some crucial insights that I am humbled to be able to share here with you — starting with the importance of problem-solution fit.

My top observation is that the success of founders often hinges on their focus on a specific problem, from the perspective of the problem holder (which is not always their customer) and particularly a problem set they care deeply about. This focus is far more impactful than merely having a great idea. Founders with a laser focus on a problem, showed remarkable advantages. These founders were:

  • Quicker in Validating Assumptions: Their problem-centric approach allowed them to more rapidly test and validate their hypotheses about market needs and solutions.
  • Focused on Data-Driven Decision Making: They were more receptive to letting data guide their strategic decisions, leading to more grounded and effective strategies.
  • Agile in Pivoting: When confronted with challenges or new information, these founders could pivot more efficiently, as their commitment was to solving the problem, not just to their solution.

This problem-focused mindset proved to be a significant differentiator in their journey from ideation to success.

For these reasons, the philosophy that problem-solution fit leads development, has become a cornerstone in my approach to fostering innovation. It underscores the need for startups and organizations alike to delve deeper into understanding the real challenges they face, the first order problems, which in turn opens doors to more impactful and sustainable solutions.

Most recently, In my time at MassChallenge, my approach to problem identification diverged significantly from industry norms. The crux of my strategy was to shift the founders' focus from their innate bias towards their innovation or the allure of monetary gain to a deeper connection with the underlying problem — transforming the innovator's bias into the innovator's gift.

In my interactions, I often met two predominant types of founders:

  • Technical Founders: These individuals were deeply enamored with the technology or product they created. Often coming from the research world or a technical / engineering background within one industry. Their passion was more about the innovation itself rather than its impact or the problem it aimed to solve.
  • Profit-Oriented Founders: These founders were driven primarily by the potential for financial success. Often coming out of Business school, consulting firms or investment / banking background. Their focus was often on the market opportunity, timing, size and scale rather than the problem needing a solution.

I am not a believer that anyone fits into a box but these were broad commonalities I observed over time. While neither mindset is inherently flawed, it became evident that a third type of founder, those who developed a passion for solving a specific problem — often tied to a personal or emotional connection — tended to achieve greater success.

The challenge lay in transforming the mindset of founders who initially did not have this problem-centric focus. To do this, I employed a series of exercises and mental experiments that anyone can do aimed at uncovering the true purpose behind their ventures. Two pivotal tools in this process was Simon Sinek's Golden Circle, which helped delve into the why behind their companies and Ash Maurya’s Problem Discovery process that he details in Lean Mastery.

These exercises were transformative. Founders typically developed a stronger attachment to these newly framed problem statements than to their initial motivations. It aligned their endeavors with a purpose that was emotionally significant to them, thereby enhancing their commitment and effectiveness in addressing the problem.

This approach to problem identification was not just about finding a market fit; it was about aligning the founders' core values and motivations with the problems they aimed to solve, thereby unleashing the true potential of their innovations.

One of the most significant challenges was persuading founders to shift their mindset from their initial focus to a problem-oriented approach. This transition was often difficult, as change is inherently challenging, especially when founders have invested months or years in developing something they feel deeply connected to. The key was to reframe and redirect their passion towards understanding and solving the core problem for the problem holders that were most affected. This shift in focus wasn't always successful, but when it did take effect, it markedly increased the founders' likelihood of success.

Part of the difficulty in effecting this founder mindset shift stemmed from the overwhelming amount of content directed at startup founders, emphasizing the immediate need for customer feedback and early creation of MVP’s. While these aspects are crucial (at the right time), there is a noticeable gap in guiding founders towards the critical step of identifying problem-solution fit earlier in the process. As a result, many founders fell into the trap of building upon untested assumptions, believing that once they've created a product or identified a revenue model, the journey was set on the right path.

This challenge wasn't confined to startup founders alone, it is prolific across the innovation economy. Corporates, governments, and universities also displayed resistance in identifying their core, underlying problems. They often focused on surface-level issues or immediate technological needs without recognizing the structural problems causing these more visible issues.

As a founder, an innovator, or anyone passionate about bringing new solutions to the masses, this shift in perspective is crucial. It allows founders and organizations to understand their challenges more deeply, leading to more effective and sustainable solutions. It isn’t just about solving the problems they could articulate, but about uncovering the first principles issues that needed addressing.

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Jon Nordby is managing partner at Anthropy Partners, a Houston-based investment firm, and professor of entrepreneurship at the University of Houston.