Turning Roadblocks into Resilience

How SoundThinking Defended Strategy with Precision and Partnership

In the world of business strategy, even the most well-conceived plans can encounter unexpected challenges. For Gregg Makuch, Senior Vice President of Marketing at SoundThinking, a leading public safety technology company, one such roadblock emerged not from a technical failure or market misfit, but from political and public scrutiny. His story offers a practical roadmap for navigating opposition with agility, data, and stakeholder engagement, for any strategic roadblock you face.

The Backstory: A Technology with a Mission

SoundThinking, based in Fremont, California, is best known for its flagship product, ShotSpotter—a gunshot detection system used in over 170 cities across the United States and internationally. Originally conceptualized through seismic research by Dr. Robert Schoen, ShotSpotter leverages acoustic sensors to pinpoint the location of gunfire in real time, helping first responders act quickly and reduce harm.

As Makuch notes, “Our mission is to drive effective, efficient, and equitable public safety outcomes.” With its wide deployment and strong endorsement from law enforcement agencies, the technology had long been seen as a force for good. But in 2023, SoundThinking found itself unexpectedly in the spotlight.

When Strategy Meets Its Roadblock

Controversy began when members of the Massachusetts congressional delegation submitted a letter to the Department of Homeland Security’s Inspector General. The letter raised concerns about ShotSpotter’s deployment in predominantly Black and brown neighborhoods, suggesting potential civil rights violations and calling for an investigation.

The accusations were informed by a report from the ACLU of Massachusetts that questioned ShotSpotter’s efficacy and its concentration in certain geographies. The implied claim: that the technology enabled over-policing in marginalized communities.

Two-Pronged Strategic Response

According to Makuch, the leadership at SoundThinking viewed the letter as both a business threat and a misrepresentation of facts. Rather than dismiss the critique, the company responded methodically through a two-pronged strategy:

1. Immediate Public Relations Offensive: Within days, CEO Ralph Clark and board member Bill Bratton (former commissioner of NYPD and LAPD) participated in media interviews across Boston, correcting misconceptions and articulating the real-world benefits of ShotSpotter.

2. Comprehensive Formal Rebuttal: The company then compiled a detailed document that meticulously addressed each allegation. Backed by internal data, third-party validation, and community support, the response focused on three central themes:

   • Effectiveness: Demonstrating ShotSpotter’s contribution to crime reduction.

   • Accuracy: Providing evidence on detection precision.

   • Community Support: Citing endorsements from leaders in communities of color.

Importantly, the rebuttal emphasized that deployment decisions are made by local police departments, not by SoundThinking. Areas with higher gun violence naturally become priorities for coverage, not as a result of bias, but of data. This fact-based response spoke to the heart of the controversy. 

Engaging Advocates: The Customer Coalition

While the public and formal responses built credibility, the most impactful move came from SoundThinking’s deep customer relationships. Leveraging years of goodwill, the company invited all 13 Massachusetts jurisdictional chiefs to co-sign a public letter of support titled:

"An Open Letter to Senator Warren, Senator Markey, Senator Wyden, and Representative Pressley: ShotSpotter Saves Lives."

The response was unanimous. Chiefs from Boston, Cambridge, Everett, Revere, and other cities united to affirm that ShotSpotter played a vital role in safeguarding their communities. According to Makuch, “They felt the accusations were grievous, unprovoked, and misinformed.”

This show of solidarity was unprecedented—and powerful. It validated ShotSpotter from those closest to its implementation and silenced the argument that it lacked community trust.

Measuring the Outcome

The campaign worked.

• No action was taken by the DHS Inspector General.

• ShotSpotter retained and expanded its presence in Massachusetts.

• The company renewed a major contract with New York City, its largest customer, even after facing similar critiques there.
  

These results reinforced the notion that well-prepared strategies—especially when underpinned by data and relationships—can weather even politically charged storms.

Four Lessons for Strategic Leaders

This case provides several takeaways for leaders navigating opposition:

• Anticipate resistance, even when the value of your solution seems self-evident.

• Listen first, then respond with precision—not emotion.

• Use a multi-tiered approach, combining media outreach with formal responses.

• Leverage customer trust: existing relationships can become your strongest asset in times of crisis.

For Makuch and SoundThinking, the experience reinforced the value of long-term relationship building and the importance of factual, structured advocacy. “We never asked our customers to do anything like this before,” said Makuch. “But because we had invested in those partnerships, they were ready to stand with us when it mattered most.”

My experience—and that of my Sage Partners—shows that if you serve your customers well, they will help you solve your problems. That’s both brilliant and rare.

Thomas Doorley III, Sage Partner, Founding Chairman, and Host of the Focus on Growth Podcast contributed this Sage Advice.