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Index/Marketing/The Growth Agenda
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#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible

The Growth Agenda · 2025-07-11 · 38 min

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Episode notes

What does it take for a hardware company to build a successful software business? In this episode, Mikkel Bach-Andersen and Brian Andersen explore the real challenges behind the shift. From go-to-market models and new buyer dynamics to organizational resistance and incentive design, they unpack lessons from companies like Trackunit and FOSS that made it work and why so many others failed.

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