The Hidden Lessons from Building a Neurotech Startup

I recently talked about the gap between great science and great business. It made me think. It’s tempting to think that advanced research or deep tech will lead to business success. I've found that innovation only scales when it's easy to use, affordable, and relatable.

It was clear that neurotechnology companies are turning hardware once seen as “impossible” into products that people can buy and use. What I found goes beyond brain tech. It applies to anyone trying to bring a complex idea to market.

Here are a few founder-level insights that stood out to me.

Hardcore Science Doesn’t Guarantee Growth

Decades of research, patents, and studies won’t guarantee a scalable business. Some companies have amazing technology, even NASA-level innovation. Yet, they can get stuck at a million dollars in yearly revenue.

Why? Because the product isn’t easy to buy, modern in its design, or marketed like something people actually want. The lesson is easy: science establishes trust, but usability drives people to adopt.

If the buying process or product experience feels old, customers will leave. No matter how strong the tech is, it won’t keep them.

Miniaturization Unlocks Entirely New Markets

Shrinking hardware isn’t just a win for engineers; it’s a new way of doing business. Imagine cutting the cost of a product from $130 to under $1 with flexible circuits.

That change doesn’t just boost margins; it also transforms your customer base. What began as a niche tool for clinics can now turn into a popular wearable. It helps with focus, sleep, or VR training.

Remove physical or cost barriers, and you don’t just scale production. You scale the possibility.

Friction Kills Great Products

Even the most impressive product fails if it’s hard to buy. If customers must call or talk to a sales rep to buy your $2,000 cognitive training system, you’ve likely lost most of them.

Customers want quick checkouts, clear prices, and a good reason to care. Positioning matters just as much as performance.

The goal is to make your product’s value unmistakable at a glance. Instead of “Contact us to learn more,” say what it is and why it matters. Customers don’t want to be convinced; they want clarity.

Focus Beats Licensing Everything

Trying to serve everyone means you end up serving no one. I’ve watched founders chase ADHD tools, senior care, sleep tech, and VR applications all at once. The result? No clear message and no market traction.

Vertical focus isn’t just a go-to-market choice; it’s a survival strategy. When you define your niche, you build momentum. When you don’t, someone else will take your intellectual property and build the billion-dollar company you were supposed to.

Users Will Always Hack Your Product

One of the most surprising things I’ve seen is how creative consumers are. If you make a brain-training device, users will test it against coffee, nootropics, or Adderall. If you make a sleep wearable, they’ll compare it to melatonin.

Instead of resisting that, design for it. Build in ways to track, compare, and benchmark. When you embrace real-world behavior, you make your product stronger and you turn your customers into active participants in their own results.

The companies that win in this space won’t just measure performance, they’ll make it personal.

5 Key Takeaways

Great science isn’t enough. Ease of use and modern design turn research into revenue.
Miniaturization multiplies opportunity. Shrinking costs expand markets.
Friction kills momentum. Make the buying process instant and obvious.
Focus drives traction. Clarity beats trying to serve every vertical.
Embrace user behavior. Design for how people actually use your product.

Final Thoughts

Technology alone doesn’t make a business; accessibility does. Whether you’re building neurotech, AI, or SaaS, the pattern is the same. Start with something brilliant, then strip away every barrier between that brilliance and your customer.

Innovation wins when it feels effortless. The future belongs to the builders who make complex things feel simple.

See you next week,

-kevin

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Kevin Henrikson

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Kevin Henrikson

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