Great technology is not enough to build a successful business. You need customers who understand its benefits, and are willing to pay for them. This is why storytelling is a key part of commercialising innovation. Lauren Xandra, Head of Marketing at Two Sigma Ventures, a venture capital firm investing in deep tech, talks about her role in building successful tech businesses and how she transitioned career into deep tech. Learning notes from this episode: "Just as important as supporting startups' technical growth, is helping them to be understood and able to tell a story that no only resonates with their end users, but also with potential corporate partners and outside investors, who are often less technical," says Lauren. Venture Capital is usually a job that people transition into, rather than start their careers in. 68% of venture capitalists in the US have backgrounds in start-ups, according to research by Diversity VC. "Making a strategic career move requires thinking entrepreneurially," says Lauren. This means investing time and effort into activities that will pay off in the long run, but not today, like volunteering for start-ups or accelerators. Resources mentioned in this episode: Episode 114. What is Deep Tech? Episode 103. How I got into deep tech investing (with Colin Beirne, Two Sigma Ventures) Episode 108. How to work with a data scientist ----- If you like learning about how tech products and profits get made, you'll like our newsletter. It's funny too. Sign up here. ----- There are 2 ways to apply this work to your goals: For individuals, APPLY FOR A CONSULTATION CALL for Tech For Non-Techies membership. For companies: If you want to increase productivity, innovation and diversity, then your non-technical teams need to learn how to collaborate with the techies.  BOOK A CALL to discuss bespoke training & consulting. We love hearing from our readers and listeners. So if you have questions about the content or working with us, just get in touch on [email protected]   Say hi to Sophia on Twitter and follow her on LinkedIn. Following us on Facebook, Instagram and TikTok will make you smarter.