Steven Pentland, Associate Professor of Information Technology Management at Boise State University, joined the NSF I-Corps regional course to learn how experienced entrepreneurs approached commercialization in practice. Already familiar with The Lean Startup, he wanted to move beyond theory and gain practical insights from people who had successfully brought technology to market.

Steven and his team are developing Rhetorix Lab, an AI-resilient assessment platform that helps instructors promote authentic student learning through asynchronous oral assessments. The platform integrates with learning management systems and gives instructors streamlined grading and communication-focused feedback tools.

“I was curious about what I-Corps had to offer. I had previously read The Lean Startup and knew that I-Corps was built around many of the same principles. While the book provided a strong conceptual foundation, I was interested in learning how experienced entrepreneurs (the course instructors) actually applied those ideas in practice.”

Looking Beyond the Customer

One of the biggest takeaways from I-Corps was learning not only who the team’s initial customers should be, but also who could influence adoption within those organizations.

“The customer discovery process helped us recognize the individuals within organizations that could accelerate adoption. That distinction proved to be an important insight as we began thinking more strategically about commercialization.”

The customer discovery interviews also encouraged the team to test assumptions and make decisions based on evidence.

“Instead of limiting ourselves to the audience we initially thought would adopt the technology, we intentionally reached out to adjacent markets and stakeholders with different viewpoints. That broader exploration gave us a much richer understanding of the problem space. In some cases, it confirmed our assumptions, while in others it challenged them.”

Customer Discovery That Lasted

The interviews didn’t end with the course. They became a resource the team continues to reference as the company grows.

“The interviews became more than just a course requirement; they became a resource we returned to as we refined the technology, prioritized features, and developed our go-to-market strategy. The customer discovery work continues to influence our decisions well beyond the end of the program.”

Progress Since I-Corps

Since completing the program, Steven and his team have formed a startup company, finalized a university licensing agreement, and raised funding through friends and family investment and federal grants. They are also in discussions with an early-stage venture capital firm.

The team has continued pilot deployments, receiving positive feedback while refining the product ahead of its planned launch later this year.

Advice for Other Researchers

Steven recommends I-Corps to researchers, especially those who are new to entrepreneurship or business development.

“Even if your technology doesn’t change dramatically, your understanding of the market almost certainly will. I-Corps helps bridge the gap between developing an innovative technology in the lab and understanding what it takes to successfully bring that innovation to market.”

For Steven, customer discovery didn’t end with the course. The conversations continue to shape decisions as the team prepares to bring Rhetorix Lab to market.

Ready to explore the commercial potential of your research? Learn how the NSF I-Corps Hub: Desert and Pacific Region can help you gain valuable customer insights, build meaningful connections, and take the next step toward commercialization. Learn more and apply today.