Dual-use technology has a branding problem and it’s costing founders trust, talent, and traction.

In this episode, we break down what dual-use tech actually is (and what it isn’t), why it carries a strange and often negative reputation, and how founders unintentionally sabotage credibility by leading with the wrong language at the wrong time.

We explain why dual-use is a strategy, not a category, how to position mission-critical technology without scaring investors or hires, and how communication needs to evolve from pre-seed to Series A.

If you’re building technology that needs to work when conditions change - and want the right stakeholders around the table - this episode is essential listening.

Key topics:

• Dual-use tech explained clearly and simply

• Why “dual-use” triggers resistance (and how to defuse it)

• Defence, space, and mission-critical tech branding

• Founder messaging from pre-seed to Series A

Who this episode is for:

✔ Founders and CEOs in deep tech, defence, space, infrastructure, or mission-critical software

✔ Pre-seed to Series A teams navigating dual-use markets

✔ Chairs and Board members thinking about reputation, risk, and long-term credibility

✔ Investors and advisors working with defence-adjacent or government-facing startups

✔ Anyone who’s ever struggled to explain what they do without sounding awkward, alarming, or dull

About your host and Chief Cat Herder, Katie Caiger

Katie Caiger is a strategic communications advisor who works with founders, CEOs, and leadership teams in science-led and technical companies across the UK and German-speaking Europe.

Katie helps organisations make themselves legible - to investors, employees, boards, and the outside world - by aligning internal narratives before polishing the external story. Her work sits at the intersection of leadership, culture, psychology, and storytelling, with a particular focus on companies operating under complexity, uncertainty, and scale.

Katie is the brain behind Haus of Words®, working across the UK and Germany as senior, fractional communications strategists and advisors. They help founders, CEOs, and Boards in Defence, Space, Clean Energy and Deep Tech build calm, credible narratives that stand up in boardrooms, investor meetings, and procurement conversations.

Subscribe for more conversations on cultural leadership, communication, and trust in complex tech. Share this episode with a founder or Chair who needs a better way to explain what they’re building. If you’re navigating dual-use or defence-adjacent markets and need senior, fractional support in the UK or Germany, you’ll find us at Haus of Words®. 🎧 Weekly episodes on leadership, culture, and making complex organisations legible.

Send your questions and topic ideas to:

Katie@Hausofwords.com