Hardware acts as a Trojan horse in software-resistant markets
Grant Gregory · Big Ideas 2024: A New Age of Maritime Exploration with Grant Gregory · Dec 24, 2023 · at 21:04
Grant Gregory, Partner on the American Dynamism team at a16z, discusses market-entry strategies for startups attempting to sell software to traditional maritime and legacy industrial sectors.
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“In categories that are really resistant to adopting software, oftentimes hardware is a great Trojan horse where you can sell that the customer base is used to purchasing some form of hardware. And then from there, you're able to layer in software capabilities and use that as the wedge from which you can kind of expand.”
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