What is the most resilient parasite? Bacteria? A virus? An intestinal worm…? An idea… Highly contagious. Once an idea has taken hold of the brain, it’s almost impossible to eradicate. - Leonardo DiCaprio as Cobb in INCEPTION*

In our work with entrepreneurs, CEOs, and product managers, we ask why they do what they do.

While we are interested in the work life-science companies do and their contribution to making the world better, the truth is we need to go deeper than products or the latest series of funding.

What Matters Most

We want to know origin stories—the heart behind the startup that drives CEOs and entrepreneurs to push biotech further.

We want to understand the features and benefits life science companies bring to the world.

People want to know why they should take time out of their day to stop and listen. Because as much as everyone wants to hear how a product or service will make their lives better, what they really want is a story to believe in.

When done right - the idea told as a story - can lead an industry and change the world.

Leverage the Power of Why

In his 2011 book START WITH WHY, Simon Sinek says,

Great organizations function like a social movement. They inspire people to talk about the idea (in the form of company, product, or service). They’ll include the idea in the context of their lives, share it, and thus advance the prosperity of the organization.

Sinek suggests that organizations start with the focus on that core WHY message. He uses Apple as an example throughout the book, summarizing their message as “With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user-friendly, beautifully designed, and easy to use. We also happen to make great computers and smartphones.”

For companies leading any industry, it’s not about the technology. It never is. It’s about the dream, the vision, and the idea. The story brings investors, the press, partners, customers, suppliers, and the industry along for the ride.

If you don’t understand that WHY then you can’t give people something to believe in. Listen to visionary CEOs. You’ll notice they rarely stray from their message.

Translating Science into Business

At Messaginglab, we help life science companies translate their science into the language of business. We help create actionable, inspiring stories because we truly believe making biology easier to engineer is already making the world a better place.

Lately, clients have been telling us they can’t find people to do the work. If you want people to join you on your quest, then you’d better know why you exist, why people should listen, and why you’re making the world a better place.

If we can help you communicate your story clearly, you shall be understood. If you can inspire one person, then that person could be the one that passes your idea to the next person that passes it to the next.

You may hear people say the world is a crowded and noisy place. But people are drowning in information but desperate for wisdom. Inspire them with your wisdom.
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*INCEPTION filmmaker Christopher Nolan was expanding on Victor Hugo’s famous quote: “Nothing is more powerful than an idea whose time has come.” Hugo also said, “One can resist the invasion of an army, but one cannot resist the invasion of ideas.” INCEPTION is one of my favorite movies. Have you seen TENET?

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