TAKING THE FIRST STEP
Using a metaphor coined generations earlier, Isaac Newton once wrote, “If I have seen further, it is by standing on the shoulders of giants.” In context, Newton’s “giants” represent the brilliant minds who forever altered our understanding of and interaction with the world. Their discoveries unlocked new realms of possibility once unimaginable. Their “shoulders,” then, provide the foundations that countless subsequent researchers have used to progress their own work. Scientific progress is fundamentally reliant on past discoveries, which pave the way for further exploration and understanding.
My intention is not to bore you with an idea easily found in memes, valedictorian speeches, or the titles of rock albums (it’s true). Rather, it’s to remind you of a simple truth: that none of us—not you, not me, not Elon Musk, nor the US surgeon general—start from scratch. No one goes it alone. We all stand on the shoulders of giants in one way or another—through scholarship, mentorship, network effects, inheritances, and more.
From a scientific perspective, Newton’s own field is one of the best examples of this concept. Our understanding of the universe began with classical physics, pioneered by the likes of Galileo Galilei and Johannes Kepler. When Newton stepped in, he created a unified framework that defined the laws of motion and universal gravitation (Philosophiae Naturalis Principia Mathematica, 1687). However, his work—absolutely groundbreaking at the time—was not the culmination but rather the foundation of modern physics.
Just over two centuries later, another giant appeared on the scene: Albert Einstein. Using Newtonian physics as his foundation, Einstein proposed the theory of special relativity, which revolutionized our understanding of space and time (On the Electrodynamics of Moving Bodies, 1905). This shift in perception led to the broader theory of general relativity, which describes gravity as a curvature of space-time (The Foundation of the General Theory of Relativity, 1916). Einstein’s theories, in turn, became the stepping stone for the development of quantum mechanics, an area of physics that addresses phenomena at the atomic and subatomic levels.
These advances in physics have given rise to quantum computing, a field built on the principles of quantum mechanics. Traditional computers use bits that can be in a state of either zero or one. Quantum computers, however, utilize quantum bits (or “qubits”), which, due to superposition and entanglement, can exist in multiple states simultaneously and can even be connected across space. The implications of this are tremendous. The hypothetical computational power of a quantum computer significantly outstrips that of the most powerful classical supercomputers. This could revolutionize just about everything, from cryptography to drug discovery, climate modeling, space travel, and materials science.
Today, as researchers around the world work to overcome the technological challenges of building scalable, reliable quantum computers, they are each making their own contributions to this chain of knowledge. Each discovery is a step forward that will be built upon by the researchers who come after them.
In our fast-paced, hyperconnected world, scientific knowledge is no longer a static entity stuck within the confines of a library. Instead, it’s more like light—both focused and expansive, rapidly traveling across the digital universe, illuminating worlds, and allowing us to see more clearly. Innovations no longer require a physical space to be shared or discussed. Platforms such as ResearchGate, arXiv and bioRxiv, Reddit, and GitHub have transformed into the new “libraries,” open, accessible, and brimming with information—and are then amplified by social media, podcasts, conferences, and traditional media. Groundbreaking scientific dialogues now echo across these digital platforms, accessible to anyone, anywhere.
Isn’t this remarkable? We’re witnessing the tipping point of the age-old process of scientific iteration across multiple fields as a public. One could argue that Newton’s metaphor of “standing on the shoulders of giants” has found a new interpretation in the form of our globally intertwined digital network and the marketing—yes, marketing!—infrastructure that supports it.
WAIT … MARKETING?
Science is a realm of giants—thinkers and innovators whose groundbreaking work lights the path for those who follow. Yet, in the contemporary landscape, the scope of their responsibilities often extends far beyond making groundbreaking discoveries and sharing their work within the academic bubble of peer-reviewed journals and conferences. Today’s scientist must expertly navigate online platforms such as ResearchGate, sharing their work not just with colleagues but also with a globally distributed audience. They must be prepared to articulate complex ideas in simplified, relatable terms on popular podcasts, becoming an emissary of their discipline to the public and other experts alike.
And for those who harbor an entrepreneurial spirit, there’s a further expansion of their job description. They find themselves pitching to investors, showcasing their work’s commercial potential, and demonstrating progress—or what’s referred to in business parlance as “traction.” They are tasked with translating the theoretical into the tangible, converting abstract ideas into marketable products. This metamorphosis has gradually redefined the scientist’s traditional role, integrating elements that were once alien to their domain—selling, raising capital, and marketing.
In fact, the last decade has seen a significant increase in the number of science-driven entrepreneurial ventures and university spinouts with scientists at the helm who have been a driving force in this rise. Between 2013 and 2022, equity funding for university spinouts globally totaled more than $158 billion and at a hockey stick–shaped pace, according to a report from Global University Venturing.
1 This growth is indicative of a broader trend where scientific
innovation is increasingly driving new business opportunities.
While the discipline of science communications emphasizes
sharing and disseminating scientific knowledge—the important job
1 Thierry Heles, “University spinouts double fundraising in the last decade,” Global
University Venturing, January 2023, accessed September 26, 2023, https://globalventuring.
com/university/spinouts-double-fundraising-in-ten-years/.
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of educating—these emerging roles go a step further. They require scientists to not only educate but also persuade, transforming their potential audience into clients, customers, or investors. Data dissemination isn’t enough to persuade. You must learn to generate interest, spark desire, and drive action.
In essence, this evolution in roles has given birth to a new domain—science marketing. This field operates at the intersection of science, business, and communication, blending elements from each to create a unique, multifaceted discipline. This evolving dynamic provides an exciting and challenging opportunity for scientists—serving as the vanguards of their field, they also have the potential to become its ambassadors and entrepreneurs.
Marketing—a profession fueled by human psychology and analytics—might seem distasteful or alien to scientists who are more at home with p-values, control groups, and reproducible results. Unfortunately, even the most impactful scientific advancements and their applications may be overlooked due to ineffective communication, insufficient exposure, and a persistent belief in the outdated notion of “if we make a significant discovery, recognition will follow.”
Every path to discovery is marked by a common foe: the exposure conundrum. It’s a struggle between two oftentimes diametrically opposed pursuits: the toil of creation and the challenge of gaining recognition. You worked hard for that discovery or to develop that product—so why isn’t your hard work paying off? Unfortunately, many scientists are familiar with the bitter taste of obscurity despite their commitment to their craft.
The scientist’s journey comprises long hours, meticulous efforts, and the relentless pursuit of something novel. This is the way we’re told it works: we begin the chosen path with rigorous training and education, and all of that culminates in esteemed positions in academia and research institutions. But too often the shared enemy— the exposure conundrum—manifests itself. The scientist, despite their best efforts, grapples with bringing their work to the attention of a wider audience.
Navigating this challenge is no trivial task. The worlds of academia and industry present formidable challenges. The scientist must navigate the winding roads of funding, research publishing, and technology commercialization. Increasingly often, they need to identify potential uses of their technology, understand its applications, and devise strategies to reach these people and pique their interest. The essence of the exposure conundrum lies in this struggle—you’ve achieved a breakthrough or innovation, yet the challenge remains in gaining the visibility and recognition it deserves.
In the modern era of rapid data flows, the exposure conundrum becomes even more prominent. The complex, nuanced work of scientists competes with an ever-growing array of distractions. To make a difference, dedicated individuals must not only advance their fields but also make their findings accessible and engaging to various audiences, from journalists and funders to businesses, customers, and government agencies.
This challenge presents scientists with a twofold problem:
1. How to distill the essence of their work into narratives that
resonate with those outside their fields
2. How to communicate those narratives in captivating and
inspiring ways
Failure to do so can confine even the most brilliant minds to obscurity, their work hidden from the world. You may have even experienced this yourself: a breakthrough in your lab that barely makes a ripple outside it.
Consider the work of Dr. Herbert Boyer and Dr. Stanley Cohen in the early 1970s, which laid the foundation for modern genetic engineering. These scientists successfully developed the first method for combining and replicating genes from different species, a breakthrough that would revolutionize the field of biotechnology.
Despite the immense potential of their discovery, Boyer and Cohen’s work initially struggled to gain traction outside of specialized academic circles. The revolutionary nature of their research, coupled with the lack of immediate commercial applications, led to a lag in widespread recognition and funding.
However, this situation changed dramatically when Boyer cofounded Genentech, one of the first biotechnology companies. By connecting scientific innovation with entrepreneurial acumen, Boyer and his colleagues were able to translate a laboratory discovery into tangible products, including vital medicines such as recombinant insulin.
The journey from groundbreaking research to commercial success was fraught with challenges, including the struggle to communicate the value and potential of genetic engineering to investors, regulators, and the public. Boyer and Cohen’s story underscores the delicate balance between discovery and exposure, illustrating how even transformative innovations can remain hidden in the shadows without effective communication and marketing strategies—another victim of the exposure conundrum.
MARKETING FOR SCIENCE (IT’S NOT ALL EASY)
I offer you a solution to the exposure conundrum: the marketingsavvy scientist. Sounds unconventional, right? Yet this might be the key to overcoming obscurity in science. Just as a riveting performance can captivate a crowd, effective science marketing has the power to cut through noise and connect creators with an audience. Fine-tuned messaging can amplify a scientist’s work and transform ideas into lasting legacies. But let’s be clear: it’s not all smooth sailing.
Consider a purely hypothetical scientist named Kiran, a microbiologist dedicated to unlocking the secrets of antibiotic resistance. Kiran’s journey was punctuated by accolades, publications, and a relentless pursuit of innovation. Yet their groundbreaking findings remained confined within academic walls. Why? They never fully grasped the exposure conundrum or understood that reaching a wider audience required a different skill set altogether. What no one ever told Kiran is this: not only do they need to figure out potential applications and users of their technology, but they must also devise strategies to reach these people and pique their interest. What they especially never told Kiran was that none of it is easy. It’s not automatic. And that, in today’s information-saturated world, the task of capturing audience attention and competing with so many distractions is daunting.
What makes science marketing so complex, and why is it often overlooked? Let’s explore some crucial areas where marketing plays a vital role:
1. Grant funding: Funding is the lifeblood of research, and
competition for grants is fierce. What if you could articulate
your research proposal not just accurately but compellingly?
With marketing acumen, you’ll learn to present your work in a way that resonates with grant committees and other funders, bringing your crucial research one step closer to fruition.
2.
Venture capital and commercialization: And what about those trailblazing scientists looking to bridge the gap between innovation and commercialization? Venture capital can seem like a hard nut to crack. But with a dash of marketing flair, you can present your ideas in a way that’s not just scientifically sound but also commercially appealing.
3.
Talent acquisition: The perks don’t stop at funding. In the race to attract top talent, your newfound marketing prowess can make a world of difference. You’ll learn to sell your vision, not just your salary package. In a world where the brightest minds are drawn toward exciting narratives and grand missions, your marketing-enhanced pitch could be the decisive factor.
4.
Impact: Is your goal to see your innovations change the world for the better? Yet, how often do brilliant scientific products fall by the wayside, unable to find their way into the hands that need them most? Here’s where your marketing skills will shine. By crafting a compelling narrative, you can persuade your target audience and ensure that your innovation becomes a part of people’s lives.
SO WHO AM I, ANYWAY?
I was nine years old in 1994. The internet was starting to be “a thing,” even in rural Maine. You know that kid who dismantles every gadget in sight? The one whose room looks less like a bedroom and more like an electronics graveyard? Yeah, that was me. Computers, radios, TVs, you name it. I was breaking them apart to see what made them tick.
By eleven, I was teaching myself to code and binging internet forums, reveling in all the knowledge at my fingertips and using what I learned to sell server space. My hippie mother called it precociousness. I called it “the way out of Dodge”—or I would have, if I had understood the implications all of this would have.
Conventional education was never a fit for me. All those walls, literal and metaphorical, stifled my eager intellect. While my classmates sat in eighth grade math, I ditched school to immerse myself in university libraries or college lectures. I dropped out of high school at sixteen, enrolling in university full time. Surrounded by future scientists and engineers who struggled to communicate their revolutionary ideas, I saw the immense chasm that existed between great ideas and effective communication. The irony was hard to ignore. It didn’t take long for me to realize my calling.
Fast-forward to 2009. I found myself in a very different setting: a packed research center lobby, brimming with anticipation as Dr. Habib Dagher took the stage. As Dagher began to speak, his passion for renewable offshore wind energy and its potential for the State of Maine unfolded persuasively. The audience was captivated.
The parallels between Dagher’s performance and those of powerful speakers from myriad fields were unmistakable. They all had the ability to grip an audience, command attention, and leave a lasting impression. This realization sparked a passion in me—a desire to shine a spotlight on scientists who had the power to change the world. Thus, I found my calling in science marketing.
Not long after I saw Dagher speak, I began working for him as a research projects manager—and later as the program manager for Maine’s largest R&D program and, later still, the director of global communications for his research center. My science marketing journey was an exhilarating roller-coaster ride, filled with high-speed turns, unexpected drops, and breathtaking peaks.
Unfortunately, the resources available for science-specific marketing at that time were sparse. I didn’t have the words for it yet, but I wasn’t getting results from traditional marketing and science communications best practices. Despite my best efforts, I found myself learning through trial and error and seeking guidance from the best science marketers I could find. My science marketing education was a cycle of strategizing, executing, and learning from victories and mistakes.
I’ve since gone on to create a career in science marketing—today I’m the CEO of High Touch Group, one of the handful of marketing agencies that specialize in the field—but it’s these experiences and struggles as a novice science marketer that inspired me to write this book. I want to provide a lifeline to new science marketers who, like me many years ago, are passionate about the work but lack the resources to effectively market their scientific products. I hope to provide them—you—with a tested method to develop brand and marketing strategies that yield results: customers, media interest, funding, and more.
READY. SET. GO.
Deeply understanding marketing, as with any field, is a lifelong effort, and even the basics can take years to master. But what if we could provide a more direct route to the shoulders of marketing giants? Say, perhaps—a giant’s ladder?
This book is that ladder. It’s designed to be a practical manual to the distinct discipline of science marketing. It’s tailored for those facing the challenges of the exposure conundrum. I wrote it with the following readers in mind:
1. Visionary scientists, engineers, researchers, and innovators who are
at the helm of start-ups or growing companies. They’re eager
to foster innovation and growth in an increasingly competitive
environment, yet might lack the know-how to effectively communicate
about their scientific products or services. The majority
of you belong to this group.
2. Dedicated marketers tasked with the unique objective of presenting
intricate scientific products, services, or research to a broader
audience. They’re in pursuit of strategies that transcend routine
marketing advice and address the specific details of science
communication.
3. Individuals within scientific organizations who, despite having
no background in marketing, find themselves wearing the hat
of “marketing coordinator” in addition to their regular duties. (I
see you!)
4. Early career professionals who find themselves disenchanted by traditional
marketing wisdom, yearning to uncover a trove of fresh
approaches, custom-built for the sciences.
5. Enthusiasts, educators, and champions of science communication who
strive to ignite the public’s passion, knowledge, and engagement
in scientific discovery and application, whose efforts could be
supported by science marketing strategies and tactics. If you are
aiming to persuade, not just educate, you may find this book
useful.
Simply put: if you are tasked with communicating the value of scientific research, products, or services, you are now a “science marketer.” Congratulations—I anoint you.
This book is intended as a practical guide—the type of resource I wish I had when I was starting out. But it’s also a call to arms of sorts: our world needs more strong science marketers. We face massive global challenges that all might be solved with scientific innovation. From climate change and energy security to global public health and curing disease, the challenges facing scientists are incredible. We need to do better at getting scientific discoveries and innovations to the people who can leverage them to solve these problems, persuade decision makers and influencers, and attract the next generation of innovators.
Above all, we’ll embark on a fascinating journey as we ascend the giant’s ladder. OK then—let’s get started.
