Most B2B technology companies don’t fail because of bad technology. They fail because they treat strategy, product, and customer experience as separate ideas.
I’ve built my career around connecting those domains.
Through OCTO, I lead a diverse team of thinkers and makers who translate deep domain expertise into tangible outcomes that drive growth. Through award-winning products and customer experiences, we’ve supported technology companies ranging from global multinationals to early-stage startups bringing ideas out of the lab and into the market.
Inspired by nearly two decades of teaching and speaking on innovation process and culture, I focus my work on eliminating the friction between strategy, product, and customer experience.
Justin Sirotin has been a guest on 1 episode.
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The Art of the Hardtech Agency with Justin Sirotin (OCTO)
June 8th, 2026 | Season 3 | 47 mins 7 secs
Justin Sirotin, founder and CEO of OCTO, industrial designer, and the seasoned agency owner, joins DeAndre and Grant for a candid, founder-to-founder breakdown of what it really takes to build a product agency that lasts. From surviving 2020 without firing anyone, to why sales is the hardest job in the building, to knowing when to let a client "graduate," it's a masterclass in the unglamorous economics of relationship-based businesses.