I wrote already that I was invited to be a mentor with the newly formed start-up incubator in Eindhoven, called High-Tech XL. Last two days had been one intensive roller-coaster, when 21 startup came to the High-Tech Campus to present their concepts, and 100+ mentors had to chose the best 10.
They’ve been all amazing, these young (or sometimes not so) entrepreneurs, an avalanche of ideas and concepts, from nano-materials to food printers, to digital fashion and to rapid protein analysis toolkit!
But, but, but. However brilliant were their technological ideas, their ‘marketing’ knowledge was so-so, as a rule (and our table was focussed specifically on marketing issues). In a very broader sense, they were (nearly) all lacking deep insights into what people do – and especially why. But never mind, we will help – at least we could try to help to the eleven (!) winners: