Description

GROWTH PILLAR: Sales & Revenue

WHO THIS IS FOR: SMB owners, solopreneurs, corporate escapees, leaders building systems — and anyone selling innovation into a slow-moving market.

WHAT THEY'LL GAIN: A clear-eyed look at what it actually takes to move a resistant buyer — patience, proof, hero projects, and the power of showing up in the right rooms.

What happens when your technology works — but your market doesn't trust it yet?

John Fielding knows that story from the inside. He's the founder of NanoBubble Control Systems, a company bringing advanced water technology to Canadian agriculture. After 40 years in high tech — semiconductors, optical components, startups, mergers and acquisitions — John launched into one of the most risk-averse markets around. The result has been a masterclass in patience, proof, and persistence.

In this episode of Knack 4 Business, John breaks down what nanobubbles are, how ozone disinfection compares to chlorine, and why a chicken farmer in Canada is now seeing a 70% reduction in liver and respiratory disease in his flock. He also gets real about the harder side of commercializing new technology — skeptical farmers, cautious government agencies, and investors who don't yet understand the agricultural space.

One of the most powerful moments in this conversation is simple: John's best lead didn't come from cold outreach or a marketing funnel. It came from a stranger at an investment event whose university friend happened to run one of the largest egg farms in the region. Network beats cold outreach. Every time.

Topics covered in this episode:

• What nanobubbles are and why they stay suspended in water for months
• How ozone disinfection works and why it outperforms chlorine by a wide margin
• The trust gap in agricultural sales — and the hero project strategy for closing it
• Why John stopped leading with the science and started leading with the outcome
• The real ROI conversation with farmers — and why data is everything
• What it takes to build traction with government agencies and angel investors
• Why the cell phone adoption parallel explains everything about North American resistance to new technology

Connect with John Fielding on LinkedIn or visit NanoBubble Control Systems to learn more.

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Disclaimer: Everything you heard today is for educational purposes only. It's not professional advice. Before you act on anything — talk to a certified expert in your area. Your accountant. Your lawyer. Someone who knows your situation.

We share perspectives. You make the decisions.

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Until next time; keep building.

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