Founders Must Learn Fast
TEQ Shift
You can build the product.
But can you convince someone to run their warehouse on it?
In this episode of the TEQ Shift Podcast, Hendrik Thamer—CEO and co-founder of Cellumation—shares the hard lessons behind scaling a deep tech system into one of the most risk-sensitive industries: intra-logistics.
What began as a university spin-off is now a modular conveyor platform powered by AI, vision, and software-defined flexibility. But what makes the system work isn’t just tech. It’s trust.
Hendrik opens up about leading through long sales cycles, engineering-team focus, and the mindset shift from researcher to founder-CEO.
You’ll learn how to:
✅ Build trust when your tech is mission-critical
✅ Shorten long sales cycles by solving human fears
✅ Shift from tech-first to use-case-first conversations
✅ Balance standardisation and flexibility in modular systems
✅ Scale globally while staying credible as a startup
✅ Lead product teams where hardware and software evolve on different clocks
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