The face of the startup founder is evolving. While tech founders were once predominantly young and deeply hands-on with code, the average age of founders is projected to approach 39 within the next five years. Why the shift? Building technology is getting easier, but selling it has grown more complex, requiring a blend of experience, empathy, and strategic insight.

At nuom, we’ve seen firsthand that success in today’s market isn’t just about coding—it’s about understanding your customers, designing solutions with empathy, and navigating increasingly sophisticated buyer journeys.
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Building Technology Is Easier, But Selling Is Harder

‍Today, tools like no-code platforms, automation, and cloud computing make it easier than ever to build technology with fewer resources. But selling that technology is now the harder part. Buyers are no longer inexperienced; they are informed, discerning, and have more choices than ever.

This shift is making go-to-market strategies far more complex. Companies now face global competition, and buyers expect more than just a product—they expect trust, expertise, and solutions tailored to their unique challenges.
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‍Why Experienced Sales and Marketing Leaders Will Lead the Next Wave of Startups

We believe that the next generation of successful founders will be experienced sales and marketing leaders who have spent years building trust, audiences, and reputations in their industries. These leaders have the expertise to navigate complex buyer journeys and the networks to achieve product-market fit faster.

Their deep knowledge of go-to-market strategies gives them a critical advantage. But to maximise this, founders need to combine their sales and marketing experience with design thinking—putting the customer at the heart of the process to ensure they’re solving the right problems.
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Design Thinking: The Key to Efficient Go-to-Market Strategies

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At nuom, we see design thinking as crucial to modern entrepreneurship. By using a human-centred approach, founders can reduce waste, avoid costly mistakes, and deliver products that truly resonate with their users.

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Martin Sandhu

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Design thinking helps startups:

• Understand customer needs through empathy-driven research.
• Co-create solutions with early adopters, ensuring strong product-market fit from day one.
• Test and iterate quickly, optimising go-to-market strategies to stay agile and efficient.

In our work with early-stage companies like Mindora, this approach has proven invaluable. By co-creating with HR teams, we ensured that Mindora’s AI-driven wellbeing solutions were aligned with real-world challenges, saving time and resources while delivering genuine value to customers.
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‍VCs Are Changing Their Approach

The evolving economic landscape is also influencing VC strategies. In the past, VCs focused on finding young engineers who could build fast and scale quickly. But with today’s complex market conditions, there’s a growing recognition that experienced founders—especially those with go-to-market expertise—are a safer bet.
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VCs are looking for founders who can build sustainable, profitable businesses, not just rapid-growth unicorns. And that’s where experience, combined with design thinking, becomes a critical differentiator.

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Martin Sandhu

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Practical Tips for Sales and Marketing Leaders Entering the Startup Space

If you’re a sales or marketing professional considering starting your own venture, now is the time. Here’s how to set yourself up for success:

1. Build Trust Early: Start engaging with your audience before you launch. Share insights, educate, and position yourself as a trusted advisor.
2. Co-Create with Early Adopters: Involve your early users in the development process. Their feedback is invaluable for ensuring your product meets real needs.
3. Leverage Design Thinking: Use empathy to deeply understand your customers. Rapidly test, iterate, and refine your go-to-market strategy based on their feedback.‍
4. Stay Agile: The market is constantly evolving. Stay ahead by continuously refining your approach and adapting to new challenges.
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Experience and Empathy are the New Edge‍

As the startup ecosystem evolves, founders who can combine sales, marketing, and design thinking will lead the way. While technology is easier to build, selling it requires a deeper understanding of customer needs and the ability to build trust in a competitive market.

At nuom, we’re passionate about helping founders succeed by putting people first. We believe that through empathetic design, rapid iteration, and a clear go-to-market strategy, founders can scale efficiently and effectively. The future of entrepreneurship belongs to those who are experienced, thoughtful, and human-centred.
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Ready to shape the future of healthcare together?‍

Join us in building health tech that truly serves. At nuom, we believe every tool should be a bridge to better care and connection. Reach out to learn more about how we’re transforming healthcare through empathetic, patient-centred design. Let’s work hand in hand to make healthcare as much about human connection as it is about cutting-edge technology.