We are back with the second edition of Expert Insights, our series spotlighting the minds behind Brandenburg Labs. From technical breakthroughs to personal lessons, these conversations offer a behind-the-scenes look at the people driving our innovation forward.
In this edition, we sat down with Sami Murati, our Business Manager. With an MSc in Economics and a broad background spanning business development, product management, finance, and sales, Sami brings a strategic and hands-on mindset. He plays a key role in shaping the company’s business direction and driving its growth.
He shares his perspective on shaping a fast-paced deep-tech startup environment, launching and scaling new products, using creativity to solve complex business challenges, and what continues to inspire him.
What excites you most about shaping business strategy in a tech-focused startup like Brandenburg Labs?
We are not just building another gadget, we are redefining how people experience sound through headphones. We are working at the edge of what is technically possible, where nothing is fully defined, so you get to build things from scratch. When your core tech challenges conventional limits, strategy isn’t about chasing trends, it’s about building the right foundations for something that could reshape an entire field. That means picking the right battles, finding the shortest path to value, and sometimes convincing people that the shortest path exists at all.
What’s the biggest lesson you’ve learned since joining Brandenburg Labs?
That ambition needs structure. The potential of our technology is massive, but that only matters if we make it understandable and usable for the right people, at the right time. You can’t scale deep tech without deep focus.
In your opinion, what makes a startup team resilient and adaptable?
A shared sense of purpose, especially when the mission is as bold as ours. But also: brutal honesty and pragmatic optimism. The kind where you believe in the vision but still ask the tough questions. Add trust, open feedback and occasional strategic improvisation. Also, a bit of shared sarcasm helps. You are going to fail at things, best to do it with people who can laugh, learn and move on.
What are some challenges of bringing deep-tech audio products to the market, and how do you approach them?
The market often doesn’t know what to do with you. You are too technical for some and not “sexy” enough for others. So we translate: turning specs into stories, R&D into real-life use cases. It’s a constant balance between long-term vision and short-term traction.
How do you stay motivated and inspired when things get tough in the startup world?
The fact that we are working on something that might change how people hear the world, that’s motivating. Also, perspective helps. Some days are chaos, but it’s a privilege to build something that hasn’t existed before. And if that fails, coffee usually works.
What advice would you give someone looking to grow in the business side of a tech startup?
Don’t wait for permission to take responsibility. If you see a gap, fill it. Understand enough about the tech or product to ask good questions, whether in front of engineers or when explaining it to customers. Then focus on connecting that tech to actual human needs.
What’s the best career advice you’ve ever received that still guides you today?
“Don’t confuse activity with progress.” Especially in a startup environment, it’s easy to get buried in tasks that keep you busy but don’t actually move the company forward. Real impact comes from identifying what truly matters and then pulling hard on those levers.