About
Built at the intersection of technical and commercial
The Adoption Gap was founded to help technical companies close the distance between a great product and the market that needs it.
The background
Why The Adoption Gap exists
The founder, Chris Fraughton, is a mechanical engineer who spent his career on the commercial side of industrial technology — working across capital equipment, energy systems, and complex B2B markets where the sales cycle is long, the buyer is technical, and the stakes are high.
That work spanned engineering and project execution early on, then moved into commercial leadership: building go-to-market strategy, developing pipeline from scratch, leading sales teams, and commercializing first-of-a-kind technologies in markets that did not yet have a clear playbook.
The pattern that kept appearing — across companies, markets, and technologies — was the same: technically credible products struggling to reach the customers who needed them most. Not because the product was wrong, but because the commercial infrastructure was not there yet.
The Adoption Gap exists to close that distance. The podcast explores it in public. Gap Sales Studio works on it directly with clients.
How we work
Principles that drive the work
Commercial first, technical always
The best growth strategy respects the complexity of what you sell while translating it into language buyers can act on.
Trust before pipeline
In technical B2B, trust is the product. Every piece of content, every conversation, every touchpoint either builds it or erodes it.
Systems over heroics
Sustainable growth comes from repeatable systems — not from one great salesperson or one lucky deal. We build infrastructure that compounds.
Honest about the gap
We will not tell you your technology sells itself. But we will help you build the commercial engine that closes the distance between where you are and where you need to be.
Ready to close the gap?
If you are commercializing a technical product and want a team that has done it before, let's talk.