Building a Company Step by Step Ch. 11: Product and Company Positioning

Building a Company Step by Step Ch. 11: Product and Company Positioning
Category: Interviews
Author: Jon Eckhardt
Tags: Startups
Published: January 19, 2022
Updated: June 28, 2024
Views: 71593
Downloads: Full Article PDF


EIX is featuring interviews that explore the principles outlined in Steve Blank and Bob Dorf's book, "The Startup Owners Manual: The Step-by-Step Guide for Building a Great Company." This episode focuses on Chapter 11: Develop Product and Company Positioning, and features Corey Capasso of Urbint, a technology company that offers solutions for predicting and stopping threats to critical infrastructure and workers. His clients include energy companies, utilities and cable companies. In August 2021 Urbint received $60 million through a Series C investment round led by Energize Ventures.

In this interview with EIX Editor Jon Eckhardt, Capasso talks about his experiences as a serial entrepreneur -- starting with selling athletic shoes on eBay in high school -- and about how his current company has evolved from a technology prep platform to a product solution suite of different offerings for different operational programs within energy companies. He also talks about how the pandemic and climate change have stress-tested infrastructure, and the role that artificial intelligence and technology can play in preventing disasters.



Listen to this interview on our Soundcloud podcast channel.


Jon Eckhardt
Jon Eckhardt
Richard M. Schulze Family Foundation Distinguished Professor / Wisconsin School of Business & Wisconsin Institute for Discovery / University of Wisconsin-Madison
View Profile

Cite this Article
DOI: 10.32617/726-61e84c5b25747
Eckhardt, Jon. "Building a Company Step by Step Ch. 11: Product and Company Positioning." 19 Jan. 2022. Web 17 Jul. 2024 <>.
Eckhardt, J. (2022, January 19). Building a company step by step ch. 11: product and company positioning. Retrieved July 17, 2024, from