Unmanned Aerial Systems (UAS) continue to reshape industries around the world. From energy and infrastructure to defense and logistics, drone technology is unlocking massive efficiency and data potential. But despite this momentum, not every company in the space is thriving.
During my recent conversation with Jason San Souci at the Commercial UAV Expo, we explored one question that often goes unasked:
What’s going wrong in the drone industry?
Too Many Companies, Not Enough Focus
When Jason asked what isn’t going right in the drone industry, my answer was simple: too many companies are trying to do everything.
I see this constantly, startups and small teams building solid technology, but without a clear sense of who they’re building for. They try to serve every possible market at once, hoping that someone will see the value.
The result? A flood of similar products and platforms, each promising the same thing, but none truly standing out. It’s not a technology problem; it’s a focus problem.
Watch the full conversation:
Do You Know Drones? Podcast – Episode 2: Dan Fuller on What’s Going Wrong in the Drone Industry
From Product to Solution
I also see a common mistake across the industry: focusing too much on the product itself.
Yes, flight time, payload, endurance, and specs matter, but they’re not what drives adoption.
What moves the needle is solving a real operational challenge for a customer. That’s when a product becomes a solution.
When you can clearly show how your system saves time, improves safety, or generates measurable ROI, you’re no longer just selling technology; you’re delivering value.
Finding Clarity in a Crowded Market
The drone industry is full of innovation, ambition, and incredible talent. But what often separates the companies that grow from those that fade is clarity : clarity about who you serve, what problem you solve, and why it matters.
That clarity doesn’t come from trying to do everything. It comes from doing one thing exceptionally well.
This was a big part of my conversation with Jason, and it’s something I see time and again when working with teams in the UAS space. There’s enormous potential ahead, but focus is what turns that potential into progress.
🎥 Watch the full discussion on the Do You Know Drones? podcast for the complete conversation and deeper insights from the floor of the Commercial UAV Expo:
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A huge thanks to Jason for the thoughtful dialogue and for continuing to create space for meaningful conversations about where the drone industry is heading next.