Why Physical Science Startups Need Social Scientists
Originally featured in LinkedIn’s Pulse magazine.
Physical scientists, from physicists to biological engineers, are great at solving problems that deal with the laws of physics. However, those of them who own or lead startups often also feel compelled to try solving problems of business strategy, usually by themselves. And since the concept of doing business is founded upon profitably selling one’s solutions to human decision-makers, this begs the query:
Can physical scientists optimally answer the questions common to competing in business without the help of social scientists?
I’ve seen a number of physical science startups face this apparent quandary in their marketing, especially where customer data appears immediately actionable. That said, I thought I’d tackle the question head on, because knowing the answer could help such startups make better business decisions, particularly in marketing.