We talk with WerkWell Innovations CEO Jennifer Koster about why European innovation often struggles to commercialize in the United States and what it takes to cross the cultural, regulatory, and sales gaps. We break down practical ways to earn US buyer trust, validate technology locally, and build an ecosystem that turns introductions into real projects.
• European innovation strengths driven by R&D funding, stringent efficiency policy, and market-proven solutions
• Why selling in the US differs from selling in Europe, including the “yes culture” reality and faster clarity on buyer value
• The US as 50 different markets, with state-by-state rules, incentives, and priorities
• Common market-entry mistakes, including assuming trade missions lead to revenue and relying on detached sales agents
• Why local presence matters, including accents, perceived risk, and the need for American support in sales
• How WerkWell sources and vets companies through universities, embassies, investors, and industry partners
• What a “commercialization bridge” looks like, from coaching and positioning to pipeline building and delivery support
• Using WerkWell development projects to pilot solutions and create US-based validation
• Integrated building systems thinking, connecting design decisions to long-term operational performance
• Global Resilience and Innovation event vision across ports, data centers, cities, and critical infrastructure

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