Navigating Disruption: Mithun Gunaratnam Talks Robotics, Sales, and Shaping Early Markets

Selling early stage technology requires a deep understanding changing customer behaviour. Mithun Gunaratnam shares his thoughts on how you can navigate these tricky waters, in particular B2B sales.

This week, students from the Technology and Innovation cohort at Monash Business School had the unique opportunity to engage with Mithun Gunaratnam — known affectionately as Mitty — the Founder and Managing Director of Mithun Group and former Country Manager at SoftBank Robotics Asia Pacific.

Mithun’s session was a deep dive into the practical realities of selling cutting-edge technologies to industries that are only beginning to understand their potential. With a career steeped in launching robotics solutions into markets like retail and commercial cleaning, his talk focused on how entrepreneurs can navigate early-stage markets, shift customer mindsets, and drive adoption in the face of uncertainty and resistance.

Selling the Future in Traditional Markets

Drawing on his experiences at SoftBank and now through founding his own company, the Mithun Group, specialising in providing expertise in this space for customers, Mithun shared how robotics is gradually being adopted in sectors like:

• Cleaning

• Hospitality

• Logistics

• Healthcare

• Retail

These industries are being reshaped by robotics technology for efficiency and out of necessity. He described the framework often used to evaluate where robots create the most impact: “Dollars, Dangerous, and Dirty” — areas where automation can:

• Save money

• Protect human lives

• Take over undesirable work

COVID-19, for example, drastically accelerated the adoption of autonomous cleaning robots, as hygiene became a top priority and labour shortages became more acute. This is a prime example of spotting shifts in the market and adjusting your offering accordingly.

Changing Customer Behaviour: A Sales Masterclass

Perhaps the most powerful takeaway was how Mithun framed the complex sales process in B2B tech — especially when introducing disruptive tools like robotics.

Mithun broke down some of the types of customers and behaviours when thinking of the change management required to close a deal:

• Champions who believe in your vision

• Influencers who shape internal opinion and can help you navigate your sale

• Decision makers who hold the budget need to be convinced of the value

• Resisters who fear or reject the change and may play an active role in undermining your sales efforts

In early-stage markets, it’s not enough to sell a product — you’re selling

“Are Robots Taking Jobs?”

This thought-provoking question came from a student during the Q&A — and sparked a meaningful discussion about the future of work.

Lessons for Future Innovators

Mithun left students with practical and philosophical insights that are particularly relevant for anyone building or selling innovative products:

• Don’t just sell tech. Sell the change.

• Early adopters need belief and proof — give them both.

• Understand the psychology of your buyer.

• Markets move — watch for inflection points like COVID or regulatory shifts.

We’re grateful to Mithun for generously sharing his time, insights, and stories. His talk reminded us that real innovation isn’t just about building robots, it’s about changing minds.

If you are looking for an expert in the application of Robotics, please reach out to Mitty.

#Innovation #Entrepreneurship #Startups #TechForGood #FutureOfWork #DisruptiveInnovation #Robotics #Automation #AIandRobotics #RobotRevolution #EmergingTech #B2BSales #ChangeManagement #CustomerEngagement #TechAdoption #MonashBusinessSchool #TechAndInnovation #GuestSpeaker #EdTech #StudentExperience