Change direction.
Pick up speed.

Robots are new. Selling them means finding the right first customers, standing out from the pack and building a category of your own, while keeping the freedom to change course without slowing down. I’ve led commercial teams at DJI, Boston Dynamics and Dexterity, and today at Persona AI. Through Holonomic Works, I help other robotics companies do the same.

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LET’S TALK ROBOTS MENU

Consulting

Four ways to pick up speed.

I don’t arrive with the answer. I bring the right people together, line them up on the goal and clear the path, so your team finds the answer and owns it.

GTM
Strategy

Help your team decide who buys first and why: ideal customers, the path from pilot to production, pricing logic and the sequence from demo to deployment.

Positioning

Help your team find the one sentence that makes a complex system make sense: a category, a value proposition and messaging engineers respect and buyers repeat.

Launch
Strategy

Decide what you launch, to whom, when, and what success looks like. Then hand the execution to specialists who do it every day.

Investor
Story

Shape the fundraising narrative so the market, the moat and the milestones read as clearly as the technology does.

How we can work together

Focused project

Recommended

A fixed scope with clear goals, deliverables and a timeline. This is where I do my best work.

Monthly retainer

Ongoing advice for teams that want a steady partner while plans shift and pick up speed.

About

Michael Perry on stage, holding a small drone up to the audience

I’m Michael Perry. I help the people building robots explain why the world needs them.

DJI

2014–2018

Director of Strategic Partnerships → Managing Director, North America

Helped take DJI from hobbyist brand to consumer electronics leader, enterprise tool for businesses and first responders, and maker of feature-film-grade cameras. Built the enterprise sales team.

Boston Dynamics

2018–2021

VP of Business Development

Led product, business development, marketing and sales as the company brought its first commercial robot to market. Found the playbook that sold Spot, identified Stretch’s first customers and ran early market discovery for Atlas.

Dexterity

2021–2026

VP of Marketing

Shaped a broad set of capabilities into one core product: Mech, the dual-armed robot that embodies Dexterity’s AI. Unveiled it with FedEx and built its profile in the media and across the industry.

Persona AI

2026–Present

Head of Commercial Strategy

Lining up heavy-industry customers ahead of scaled production, so the robots have somewhere to go the day they ship at volume.

Holonomic Works

Now · Cambridge, MA

Founder

A small number of focused projects with robotics and physical AI teams ready to scale. The route keeps going →

I started Holonomic Works in Cambridge to partner with a few robotics and physical AI companies on the commercial questions that decide whether great technology becomes a great business. I work best with technical founders who know their system is extraordinary and want everyone else to see it too.

Based in

Cambridge, MA

Focus

Robotics, physical AI

Elsewhere

LinkedIn ↗

Let’s Talk Robots

Building something that moves? Let’s talk robots.

I take on a small number of projects alongside my day job, with leaders in robotics and physical AI who are ready to scale.

The best fit is a team with a real product, a real market and a few big questions still open: who buys first, how to price it, what to say, what to build next. If your robot is still a lab project, it may be a little early, but I’d love to hear about it when it’s ready.

I read every one of these myself and reply within a week.

Message sent

Thanks. I read every one of these myself and will reply within a week.

Something went wrong sending that. Please email michael@holonomicworks.io instead.

Change direction.Pick up speed.