On October 23, 2025, Julian Schildknecht, Head of Brand and Growth at MicroHarvest, joined the B2B Marketing lecture to share his experience on how to bring deep-tech companies from research to revenue. Drawing from his career in brand building and scaling innovation-driven firms, Julian emphasized his mission to help B2B tech teams bridge the gap between technical excellence and commercial success. He explored the differences between B2B and B2C markets and walked students through the Go-To-Market journey, from early-stage validation to achieving product-market fit. A key takeaway was his “MCP Clockwork Framework”, which connects the Message, Channel, and Persona. Achieving alignment among these three elements, Julian explained, is essential to reaching product-market fit. He encouraged students to adopt an entrepreneurial mindset, continuously testing, learning, and iterating based on customer feedback. Other insights included the importance of aligning on a shared mission and the power of strategic collaboration. In deep-tech markets, partnerships with other firms, research institutions, and public agencies can accelerate market adoption and build credibility. In the interactive part of the session, students worked in teams to apply Julian’s MCP framework to real-world examples, identifying the right message, channel, and customer profile for selected technology-driven products. We thank Julian for sharing his knowledge and experience with our students. It was a truly insightful and practical session, and we hope to welcome him again in the future as part of our ongoing guest lecture series.

Großer Erfolg für die Metropolregion Hamburg und die TUHH: Die neue Startup Factory „Impossible Founders“ gehört zu den bundesweit zehn Gewinnern des Wettbewerbs „Startup Factories“ des Bundeswirtschaftsministeriums. Mit insgesamt über 50 Millionen Euro Förderung wird „Impossible Founders“ künftig innovative Deep-Tech-Ausgründungen – insbesondere in den Bereichen GreenTech, KI und Neue Materialien – gezielt unterstützen. Prof. Dr. Christian Lüthje, Leiter des Instituts für Innovationsmarketing an der TUHH, war Teil des Teams, das den erfolgreichen Antrag erarbeitet hat. In den vergangenen Monaten hat er sich vor allem dafür eingesetzt, dass die Universitäten und Forschungsinstitute der Metropolregion und damit die wissenschaftliche Exzellenz von Beginn an eng eingebunden sind. "Impossible Founders bringt das zusammen, was in der Metropolregion Hamburg und nachweislich auch an der TUHH bereits da ist: unternehmerische Talente, exzellente Forschung und starke Partner. Das wird richtig stark!"