From the Lab to Sales: Heather Javier Made the Leap

Life Science Marketing Radio

Player FM - Internet Radio Done Right

18 subscribers

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<div class="span index">1</div> <span><a class="" data-remote="true" data-type="html" href="/series/all-about-change">All About Change</a></span>

1
All About Change

إلغاء الاشتراك

منذ 5 أياممنذ 5d ago

إلغاء الاشتراك

شهريا+

How do we build an inclusive world? Hear intimate and in-depth conversations with changemakers on disability rights, youth mental health advocacy, prison reform, grassroots activism, and more. First-hand stories about activism, change, and courage from people who are changing the world: from how a teen mom became the Planned Parenthood CEO, to NBA player Kevin Love on mental health in professional sports, to Beetlejuice actress Geena Davis on Hollywood’s role in women’s rights. All About Change is hosted by Jay Ruderman, whose life’s work is seeking social justice and inclusion for people with disabilities worldwide. Join Jay as he interviews iconic guests who have gone through adversity and harnessed their experiences to better the world. This show ultimately offers the message of hope that we need to keep going. All About Change is a production of the Ruderman Family Foundation. Listen and subscribe to All About Change wherever you get podcasts. https://allaboutchangepodcast.com/

منذ عام واحد 39:14

MP3•منزل الحلقة

I had the pleasure of speaking with Heather Javier, a genomic sales specialist at Roche, sales coach, and host of the Transition to Sales podcast. Heather shared her journey from working in translational oncology and stem cell research to transitioning into sales, inspired by her desire to connect, problem-solve, and align her career with her values.

Heather’s Journey

Heather’s career started with a biology degree and a role in translational oncology at Genentech. Her early work involved managing mice for efficacy studies, followed by years in stem cell research, where her hours were dictated by the cells she was culturing.

Despite her scientific success, Heather felt a gap between her work and her passion. What energized Heather was networking, problem-solving, and collaboration. Inspired by her own interactions with sales reps, she realized she could make a bigger impact in sales by addressing customer needs more effectively. After a year of networking and revamping her resume, she made the leap into sales, which she describes as the best decision she made for her family and career.

Networking

Heather believes networking is simply about resourcefulness and taking a “heart-centered approach.” During her days at UCSF, she constantly collaborated with statisticians, vendors, and colleagues to troubleshoot experiments. This mindset carried into her sales career, where she emphasized the importance of building authentic connections.

Networking isn’t just a means to an end; it’s about helping others while advancing shared goals. For those who feel intimidated by networking, she suggests shifting your mindset: recognize that people often want to help and are energized by being part of your journey. I couldn’t agree more. I have experienced this many times over many years.

Transitioning from Science to Sales

Heather knows scientists and technical professionals have the skills needed for sales roles—they often don’t realize it. Sales, at its core, is about problem-solving, asking the right questions, and connecting solutions to customer needs.

Scientists are used to analyzing variables and troubleshooting experiments. In sales, this translates to understanding customer pain points, guiding discussions with targeted questions, and tailoring solutions. Heather highlighted the importance of being prepared, leveraging technical knowledge, and staying resourceful. These are things scientists do regularly.

Overcoming Fear and Building Confidence

One of the biggest hurdles for those transitioning into sales: building confidence. Her advice? Treat the learning process like you would in a lab. Just as scientists train to operate new equipment, aspiring sales professionals can prepare by studying their business, asking questions, and leaning on mentors.

Heather shared her own experience of transitioning into sales at QIAGEN, where she won President’s Club in her first year. Her success came from applying her scientific mindset to sales—studying customer personas, analyzing data, and proactively creating business plans. Confidence, she emphasized, comes from preparation and a willingness to learn. In other words: be curious and do your homework. Isn’t that what we’ve been doing our whole life?

Not subscribed? Let’s fix that, shall we? Subscribe for free to receive new posts by email. (No Spam. I promise.)

Bridging the Gap Between Sales and Marketing

Heather isn’t the first to point out that sales and marketing often operate in silos, which can lead to missed opportunities. She urged marketers to view sales teams as their “customers” and collaborate closely to create materials that resonate with what sales reps are hearing in the field.

Here is an idea she shared that I can get behind. Cultivate a sense of culture and community at conferences. Instead of relying solely on product demonstrations, create experiences that reflect the company’s values and culture, helping to attract ideal clients and foster stronger connections.

Connecting the Dots: Relationship Building in Sales

Heather frequently mentions the idea of connecting the dots. She described her role as a connector—both within her company and with her customers. Building trust and relationships is essential, whether it’s with decision-makers at a customer’s organization or with internal teams like R&D and technical specialists.

She stressed the importance of identifying “coaches” within customer organizations—people who advocate for your product or service and help you navigate the decision-making process. Heather’s approach to connecting the dots involves bringing people together, asking thoughtful questions, seeking feedback, and leveraging internal and external resources to solve problems collaboratively.

Sales Coaching for Startups

In addition to her sales role, Heather is developing a program to coach startups on building their own sales strategies. Hiring a dedicated sales team can be expensive. Heather’s vision is to help technical teams get comfortable with the fundamentals of sales. Her coaching focuses on skills like prospecting, navigating customer personas, and moving opportunities through the sales funnel, all while staying true to the company’s culture and mission.

For startups with a strong sense of purpose, Heather’s coaching aims to channel that passion into effective customer connections.

Empowering Women in Sales

Heather’s podcast, Transition to Sales, is geared toward women—particularly mothers—looking to move into sales roles from technical backgrounds. She provides actionable advice, free resources like resume guides, and insights into building confidence in sales. Heather’s mission is to create representation in an industry that is still predominantly male, showing women that their skills and perspectives are invaluable in sales.

Heather’s story is a testament to the power of aligning your career with your values and passions. Her journey from the lab to sales demonstrates how scientific skills can translate into successful sales strategies, and her heart-centered approach serves as an inspiring model for others considering a similar transition.

For anyone interested in learning more, be sure to check out her podcast and connect with her on LinkedIn.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

212 حلقات

#Science #Business #Marketing #Life Sciences #Chris Conner #Biology

From the Lab to Sales: Heather Javier Made the Leap

Life Science Marketing Radio

18 subscribers

published منذ عام واحد

MP3•منزل الحلقة

Heather’s Journey

Networking

Transitioning from Science to Sales

Overcoming Fear and Building Confidence

Not subscribed? Let’s fix that, shall we? Subscribe for free to receive new posts by email. (No Spam. I promise.)

Bridging the Gap Between Sales and Marketing

Connecting the Dots: Relationship Building in Sales

Sales Coaching for Startups

For startups with a strong sense of purpose, Heather’s coaching aims to channel that passion into effective customer connections.

Empowering Women in Sales

For anyone interested in learning more, be sure to check out her podcast and connect with her on LinkedIn.

Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com

212 حلقات

#Science #Business #Marketing #Life Sciences #Chris Conner #Biology

كل الحلقات

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From Nightlife to Life Science: Building Community and Strategic Narratives 40:17

منذ 10 أيام40:17

40:17

In this episode of Life Science Marketing Radio, I spoke with Oliver Pearce, VP and Head of Marketing at Epista Life Sciences. Oliver brings a unique perspective to life science marketing, having started his career in the nightlife and hospitality industry. Now leading marketing at Epista, a consultancy firm specializing in pharmaceutical quality, regulatory compliance, and commercialization, we talked about what he learned from working in the nightlife scene and events, the importance of strategic narrative and where he sees opportunities for companies to do better ( be less lazy). From Nightlife to Life Sciences Oliver’s career took an unconventional path, beginning in nightlife and event promotion before transitioning into life sciences. This early experience taught him the fundamentals of building engaged communities, identifying the audience and who could amplify a message—an approach he has successfully applied to his work in the pharmaceutical industry. Building a Global Community Around Trial Master Files One of Oliver’s most impressive achievements has been the creation of TMF Week, a large-scale online event dedicated to Trial Master Files. Initially conceived as a webinar series, TMF Week evolved into a high-profile industry event with over 40 speakers and thousands of attendees. The idea emerged as a response to the need for frequent educational sessions on TMF. The COVID-19 pandemic accelerated its adoption by filling the gap left by canceled in-person events and industry professionals rallied behind the event, validating its importance. Here is the part I find most interesting (and valuable). TMF Week initially launched as an unbranded event and gained credibility before becoming synonymous with Oliver’s (previous) company. The event was organized with a small team and limited resources, using basic webinar tools and CRM integrations. Despite logistical challenges, it became a central platform for industry discussions and a key driver of business opportunities. The Power of Strategic Narrative in Marketing I appreciate how Oliver emphasizes the importance of crafting a strategic narrative rather than just relying on a standard value proposition. While value propositions focus on what a company offers, a strategic narrative provides a broader industry perspective and aligns messaging across sales, marketing, and leadership. Not subscribed? Let’s fix that, shall we? Subscribe for free to receive new posts by email. (No Spam. I promise.) Elements of a Strong Strategic Narrative If you’re familiar with The Hero’s Journey from Joseph Conrad, you‘ll recognize how it’s implemented here in a very succinct way: * Define a major shift in the industry and explain its significance. * Identify the challenges that come with that shift. * Offer a clear perspective on how businesses should adapt. * Demonstrating how your company helps customers navigate the change. This approach produces marketing that is not just about features and benefits, but about leading an industry conversation in a way that builds authority and trust. This is an approach that works regardless of where someone is in the buying cycle. It doesn’t mean throwing features and benefits away, but rather provides value in an interesting way that increases the likelihood of being considered when a customer has a problem you can solve. Common Pitfalls in Life Science Marketing I asked Oli to point out where life science marketing can come up short. * Lack of Business Alignment: Marketing is often viewed as a cost center rather than a revenue driver because it isn’t directly tied to sales and pipeline growth. * Overreliance on Vanity Metrics: Metrics like website traffic and lead volume don’t necessarily translate to business impact, leading to misaligned priorities. * Random Acts of Marketing: Without a strategic foundation, marketing teams often engage in disconnected activities that fail to build long-term engagement. Aligning Marketing with Business Goals Oliver advocates for tying marketing success to measurable business outcomes. LEad generation may be the easiest metric to track, but this doesn’t necessarily provide the best outcomes in the long run. Other metrics, while a little more challenging, can provide a better picture and improve overall results. Instead of focusing on lead generation alone, he recommends tracking: * The conversion of marketing-generated leads into pipeline and revenue. * Correlations between brand awareness efforts and increased inbound inquiries. * High-intent engagements, such as direct requests to speak with sales. By aligning marketing efforts with business goals, marketing teams can move beyond vanity metrics and demonstrate tangible value to the organization. Lessons from Nightlife Marketing Applied to Life Sciences Coincidentally, I have spoken to two people recently who have transferred their skills from an earlier time in the nightlife world to life science. Oliver’s background provided him with a unique skill set, including: * Community Building: Understanding how to attract and engage audiences for an event. * Adaptability: Testing different marketing approaches and adjusting strategies based on real-time feedback. * Focusing on Outcomes: Just as nightclubs measure success by attendance, marketing should measure success by business impact rather than surface-level engagement. Life science marketing can go beyond traditional tactics and focus on strategic storytelling, community engagement, and measurable business impact. His experience proves that even with limited resources, marketers can build high-value industry events and thought leadership platforms that drive long-term success. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

1
From the Lab to Sales: Heather Javier Made the Leap 39:14

منذ 5 weeks39:14

39:14

I had the pleasure of speaking with Heather Javier , a genomic sales specialist at Roche, sales coach, and host of the Transition to Sales podcast. Heather shared her journey from working in translational oncology and stem cell research to transitioning into sales, inspired by her desire to connect, problem-solve, and align her career with her values. Heather’s Journey Heather’s career started with a biology degree and a role in translational oncology at Genentech. Her early work involved managing mice for efficacy studies, followed by years in stem cell research, where her hours were dictated by the cells she was culturing. Despite her scientific success, Heather felt a gap between her work and her passion. What energized Heather was networking, problem-solving, and collaboration. Inspired by her own interactions with sales reps, she realized she could make a bigger impact in sales by addressing customer needs more effectively. After a year of networking and revamping her resume, she made the leap into sales, which she describes as the best decision she made for her family and career. Networking Heather believes networking is simply about resourcefulness and taking a “heart-centered approach.” During her days at UCSF, she constantly collaborated with statisticians, vendors, and colleagues to troubleshoot experiments. This mindset carried into her sales career, where she emphasized the importance of building authentic connections. Networking isn’t just a means to an end; it’s about helping others while advancing shared goals. For those who feel intimidated by networking, she suggests shifting your mindset: recognize that people often want to help and are energized by being part of your journey. I couldn’t agree more. I have experienced this many times over many years. Transitioning from Science to Sales Heather knows scientists and technical professionals have the skills needed for sales roles—they often don’t realize it. Sales, at its core, is about problem-solving, asking the right questions, and connecting solutions to customer needs. Scientists are used to analyzing variables and troubleshooting experiments. In sales, this translates to understanding customer pain points, guiding discussions with targeted questions, and tailoring solutions. Heather highlighted the importance of being prepared, leveraging technical knowledge, and staying resourceful. These are things scientists do regularly. Overcoming Fear and Building Confidence One of the biggest hurdles for those transitioning into sales: building confidence. Her advice? Treat the learning process like you would in a lab. Just as scientists train to operate new equipment, aspiring sales professionals can prepare by studying their business, asking questions, and leaning on mentors. Heather shared her own experience of transitioning into sales at QIAGEN, where she won President’s Club in her first year. Her success came from applying her scientific mindset to sales—studying customer personas, analyzing data, and proactively creating business plans. Confidence, she emphasized, comes from preparation and a willingness to learn. In other words: be curious and do your homework. Isn’t that what we’ve been doing our whole life? Not subscribed? Let’s fix that, shall we? Subscribe for free to receive new posts by email. (No Spam. I promise.) Bridging the Gap Between Sales and Marketing Heather isn’t the first to point out that sales and marketing often operate in silos, which can lead to missed opportunities. She urged marketers to view sales teams as their “customers” and collaborate closely to create materials that resonate with what sales reps are hearing in the field. Here is an idea she shared that I can get behind. Cultivate a sense of culture and community at conferences. Instead of relying solely on product demonstrations, create experiences that reflect the company’s values and culture, helping to attract ideal clients and foster stronger connections. Connecting the Dots: Relationship Building in Sales Heather frequently mentions the idea of connecting the dots. She described her role as a connector—both within her company and with her customers. Building trust and relationships is essential, whether it’s with decision-makers at a customer’s organization or with internal teams like R&D and technical specialists. She stressed the importance of identifying “coaches” within customer organizations—people who advocate for your product or service and help you navigate the decision-making process. Heather’s approach to connecting the dots involves bringing people together, asking thoughtful questions, seeking feedback, and leveraging internal and external resources to solve problems collaboratively. Sales Coaching for Startups In addition to her sales role, Heather is developing a program to coach startups on building their own sales strategies. Hiring a dedicated sales team can be expensive. Heather’s vision is to help technical teams get comfortable with the fundamentals of sales. Her coaching focuses on skills like prospecting, navigating customer personas, and moving opportunities through the sales funnel, all while staying true to the company’s culture and mission. For startups with a strong sense of purpose, Heather’s coaching aims to channel that passion into effective customer connections. Empowering Women in Sales Heather’s podcast, Transition to Sales , is geared toward women—particularly mothers—looking to move into sales roles from technical backgrounds. She provides actionable advice, free resources like resume guides, and insights into building confidence in sales. Heather’s mission is to create representation in an industry that is still predominantly male, showing women that their skills and perspectives are invaluable in sales. Heather’s story is a testament to the power of aligning your career with your values and passions. Her journey from the lab to sales demonstrates how scientific skills can translate into successful sales strategies, and her heart-centered approach serves as an inspiring model for others considering a similar transition. For anyone interested in learning more, be sure to check out her podcast and connect with her on LinkedIn . Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

1
How Can Organizational Cultures Impact Society at Large? 46:11

منذ 7 weeks46:11

46:11

If you’ve been following me on LinkedIn lately, you know I spent a lot of time thinking about the importance of company culture and how marketing content can both reflect and drive culture. Done well, I believe the same content can both motivate employees and attract customers. In this episode, we’ll take the impact of culture even further. Mykella Auld is the founder, Chief Culture Officer, and Executive Director of The Workwell Studio , and her work focuses on the intersection of organizational culture and societal well-being. Mykella’s vision is to help organizations see culture as a strategic asset—a mechanism that not only supports employee engagement and productivity but also shapes the societal landscape in meaningful ways. The relevant question, I believe is, “How can organizational culture best work to achieve the desired outcomes, whether in the public sector, the private sector, or in any community?” Culture’s Ripple Effect After getting a sociology degree, Mykella was working with a school district and the National Institute for Educational Leadership. A challenging legislative session on school reform opened her eyes to the impact of internal challenges. As is likely often the case, the culture within organizations and its impact often reaches as far as the services they provide (perhaps farther). The Genesis of The Workwell Studio Building on her experiences, Mykella pursued a master’s degree in leadership and later led a research team exploring the intersection of local government policies and community well-being. This work illuminated how public institutions—schools, nonprofits, and government agencies—impact not just their immediate stakeholders but society at large. Her findings reinforced the idea that organizational culture can be a powerful tool for driving positive change both internally and externally. Strategies for Building Healthy Cultures Culture doesn’t happen by accident—it must be strategically planned and invested in. Brian Thomson made the same point for life science companies in a previous episode . How does it happen. Mykella pointed out that HR departments, although essential, should not bear sole responsibility for culture. While initiatives around leadership and organizational development often fall to HR, they likely have enough to do and it might even be a conflict. Instead, she suggests organizations consider roles like a Director of Culture Initiatives to ensure dedicated focus on this critical area. Key strategies include: * Co-Creation : Building cultures that prioritize shared leadership and accountability. By involving employees in decision-making processes, organizations foster trust and inclusion. * Well-Being : Focusing on social and emotional development, trust-building, and systems of care. Health outcomes are just one facet of well-being—the broader goal is creating environments where people thrive emotionally and socially. It strikes me that this is the kind of environment where people would be most happy and productive. * Innovation : Encouraging a mindset that embraces trial and error, creativity, and exploration. Not subscribed? Let’s fix that, shall we? Subscribe for free to receive new posts and support my work. The Role of Public Sector Organizations Mykella noted that public sector leaders often lack formal leadership training, perhaps due to budget constraints, which can hinder their ability to prioritize staff and culture. (I wonder if it’s significantly different in the private sector. It seems most often that people who are good at their job get promoted to management without additional leadership or management training.) Additionally, public institutions tend to focus outward on their mission to serve society, sometimes neglecting the internal health of their organizations. The behaviors and norms within these institutions often ripple into the communities they serve. It strikes me as a misalignment of values if an organization trying to serve the public isn’t modeling the world it hopes to create. Mykella mentioned an art piece from the 1950s illustrating how workplace dynamics influence home life. This insight remains relevant today, emphasizing the societal responsibility public institutions have to model healthy behaviors and norms. Am I naive to think we should need to be reminded to treat others, whether they are colleagues, co-workers, employees or service providers with respect? The Intersection of Public and Private Sectors Here is why the above matters. To no one’s surprise, private sector leaders are having a huge impact on society in their public roles. While this trend brings opportunities for innovation, it also raises questions about balancing business-oriented approaches with the unique purposes of public institutions. From my point of view, none of us should outsource our cultural initiatives to people who don’t share our values. While there are certainly successful workplaces that reflect lovely communities, I don’t think that it makes sense to govern a society in the same way one would run a business. The First Step A centerpiece of The Workwell Studio’s work is its cultural audit tool. This comprehensive approach gathers data and human stories to assess an organization’s culture across areas like HR policies, well-being, social intelligence, and innovation. The findings provide a roadmap for organizations to align their strategies with their cultural goals. Innovation, in particular, stands out as a critical component. Fostering an innovative mindset and new initiatives requires leaders to support risk-taking, value employee input, and view failures as learning opportunities. Without this openness, efforts to build a thriving culture may falter. My Thoughts One might ask if it’s the place of organizations, public or private to be the arbiters of culture. Fair enough. In a capitalist society, our workplaces often become our communities. For any organization, but especially large ones, there is the opportunity to shape societal culture - for better or worse I suppose. So if your mission is to make the world a better place, does your internal culture align with that? At the same time I was recording and editing this interview, I was reading a book by Matthew…. entitled Shop Class as Soulcraft. The thesis of the book is largely about the value of manual work. The author is a motorcycle mechanic with a PhD in Physics. The book explains how our educational system and workplaces are set up in some ways to devalue certain types of work. In the course of reading it, I contemplated whether I am closer to being a craftsperson or a cog in the machine. All of that got me thinking about how we justify making organizations centers of culture to some degree. That may overstate their impact. It strikes me that there are many legitimate ways of working, all of which have value, even though the satisfaction that comes from it may vary both in kind and degree. The motorcycle mechanic learns from experience and a hands-on approach. He or she is intimately connected to their work and the end product. For many organizations or businesses, however, this doesn’t make sense. It takes a lot of people to design, build, procure, and ship a mass spectrometer, for example. In that situation, leadership and teamwork are critical for success, which is why I believe that thinking about culture strategically is important. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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Mindset: The Culture You Create Within Yourself 19:05

منذ 19 weeks19:05

19:05

Shifting our approach to feedback In my recent conversation with mindset coach, Margaret Jennings (MJ), our conversation started with the emotional rollercoaster created by feedback—especially when you're early in your career. Feedback, both positive and negative, is useful but can also result in a wild ride. MJ once described herself as a “floundering high achiever” in her 20s. She is a more grounded and self-aware leader today. Her insights are both relatable and instructive. Like many of us I’m sure, she once heavily relied on external validation. She was on top of her game when feedback was positive, but when it turned critical, it felt like failure. This is something that likely resonates with a lot of high achievers. Her sense of self-worth was tied to what others thought about her accomplishments, whether in school or sports. In many ways, this made her successful in the short term, but it came at the cost of long-term fulfillment. She explained that it’s natural to want to please those around us—whether it’s parents, teachers, or coaches. After all, as babies, this is how we secure food, love, and safety. But the problem comes when we carry this strategy too far into adulthood, to the point where our identity is solely built around what others think of us. This approach eventually leads to burnout and can limit our potential for growth and happiness. Consider the mental gymnastics we all do when we receive feedback. It reminded me of the challenge of a good golf swing: You can’t perform well if you are overanalyzing every aspect of it all the time. Margaret agreed and said her turning point came when she started working with a mental performance coach. This coach helped her realize that her value didn’t have to come from others' opinions; instead, she could generate her own sense of worth internally. That shift in thinking transformed the way she performed, both in work and in life. Building a relationship with yourself MJ brought up the concept of building a relationship with oneself: We’re constantly in a dialogue with ourselves, and it’s crucial to make that relationship a positive one. Through practices like journaling, meditation, and self-reflection, we can learn to identify and understand our own needs and desires, leading to a more balanced and sustainable approach to both work and life. Looking back at my own life, there was a time when I had a few ideas about a career path but was relying a lot on others’ expectations and evaluations of my abilities to show me the way. It took a long time to move past that. I asked Margaret about how she specifically changed the way she talked to herself, and her response was insightful. She noted that awareness is key—you need to recognize the quality of your self-talk. Is it positive and affirming, or is it critical and self-defeating? She likened this to any relationship, explaining that you need to invest time and energy into yourself just as you would with a friend or partner. You’d have a difficult time building a positive relationship with anyone else if you were constantly critical of them. It strikes me that adopting a growth mindset is your ticket off of the emotional rollercoaster. You no longer see constructive feedback as a personal attack but as an opportunity for growth. This mindset shift is vital, especially for high achievers who can often fall into the trap of seeing any criticism as a sign of failure. Not subscribed? Let’s fix that, shall we? Subscribe for free to receive new posts and support my work. Embracing uncertainty MJ talked about the importance embracing uncertainty, something that has been on my mind lately, and her thoughts on it really hit home. Our constant search for certainty is often counterproductive because so much of life is inherently unpredictable. Instead, we should focus on what we can control and accept that not everything will go perfectly. It’s about shifting from an all-or-nothing mentality—where you're either a success or a failure—to a more nuanced view where growth and learning happen over time. (If you’ve been a listener for a while you know how much I love long-term thinking!) I think we waste a lot of time and energy trying to control things that are not in our power to control or trying to predict things that we do not have the capacity to predict. So, our focus is such a limited resource, that if we have the choice to allow it to be consumed by things we can't control, which is going to fuel anxiety and overwhelm, or we can choose to look at this situation and say, okay, realistically, what can I control here in terms of having impact and creating clarity? Then we're able to make more progress forward. We also touched on expectations and career transitions. This is where the growth mindset can make a huge difference for you. First of all, growth is about trying new things, stepping into new roles. It occurs to me that being ready for a new position and being good or great at it are two points on the curve. Our expectations for our performance at the beginning need to be realistic and not necessarily at the level of someone who did that job for 3-5 years. Being ready means you have the tools and are able to grow (there’s that word again) into the role. Of course you will get better at it over time. For example, MJ is a hockey player. She described the excitement of lacing up her skates and getting on the ice for the first time. She pointed out that if she didn’t expect to fall on her face before learning how to do crossovers and stop and start, it would have been difficult to achieve any success. You may have noticed I’ve been thinking and talking about culture within organizations a lot lately. It occurs to me that we each create a culture within ourselves that affects our ability to perform in any role we take on (leader, parent, contributor etc). MJ’s advice goes a long way toward helping us ensure that is a supportive and growth oriented one that will lead to our success. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

1
Sparking Creativity: Innovation Begins with Observation 32:22

منذ 21 weeks32:22

32:22

With the life science tools industry facing a 7% drop in revenues, innovation and fresh approaches are needed to hold on to your slice of the pie. I spoke with Marina Hop , Managing Director, and Gary Brooks , Creative Director at Viveo Consulting , to explore creativity in life science marketing. Our discussion focused on how creativity can be a powerful tool to not only optimize business operations but also generate new ideas to address these challenges. In a downturn, companies often retreat into operational efficiency, cutting costs and tightening the reins. However, real growth and differentiation come from creativity—an approach that not only applies to marketing but spans across the entire business strategy, product development, and even internal team dynamics. Creativity as a Key to Performance Marina pointed out that while companies are focused on optimizing their operations, there's a limit to how much optimization can drive growth. “The optimization side addresses the bottom line,” she said, “but creativity really addresses the top line.” I've seen the same pattern—companies cutting budgets and focusing on short-term savings. I once asked my VP of marketing why, instead of cutting back, we didn’t go full throttle to take market share when our competitors were pulling back. My guests agreed on the need to push forward with disciplined creativity, even when times are tough. As Marina pointed out, Bruker—a company that has excelled in this downturn—successfully combines operational excellence with what they call "disciplined entrepreneurialism." Balancing Operations and Innovation Gary elaborated on how companies often live in two worlds: the operational world of structure, metrics, and routines, and the innovation world, driven by curiosity and experimentation. He emphasized the importance of maintaining a balance between these two worlds, especially during challenging times. “When companies struggle, they revert back to the operational side because it’s manageable,” he said, but added that without creativity and innovation, growth stalls. He pointed out, creativity is not just about artistic expression—it's about connecting insights to create something valuable, whether it’s a new marketing channel, product innovation, or strategy. Creative Thinking in Marketing and Beyond Around here of course, we’re focused on marketing creativity, and we discussed how companies could be creative not just in their messaging, but in the types of marketing they do. I suggested that creativity in marketing isn’t just about making clever ads, but about exploring new ways to engage with customers—new channels, content types, or interactions. Marina agreed, saying that creativity should permeate any generative business activity, from formulating a strategy to developing a new product. One key takeaway from this part of the conversation was that creativity shouldn’t be confined to one department. As Gary put it, “It’s not just marketing, it’s communication.” Every interaction a company has, whether with investors, customers, or even internally, is a chance to think creatively about how you present your brand. Thanks for reading! Subscribe for free to receive new posts and support my work. The Power of Observation Marina introduced a concept that I found particularly interesting—phenomenology, the practice of observing and describing human experiences without immediately analyzing them. This practice helps stimulate creativity by encouraging people to step back, observe, and understand what’s really happening before jumping to conclusions. Viveo might send teams to observe a simple activity, like how people interact in the cafeteria, and then come back and write a narrative about it. Gary emphasized the importance of observation in creative thinking, noting that many people don't take the time to observe what’s happening around them. “People don’t really observe people doing stuff,” he said. By focusing on observation, companies can gather insights that lead to more informed, creative solutions. One powerful example Marina shared was when Viveo worked with a client that had developed an automated sample prep system for next-generation sequencing (NGS). The company had expected this product to be a hit because it saved time and effort. But by observing how scientists actually worked in the lab, they realized the product wasn’t solving the problem scientists cared most about—reproducibility. Scientists didn’t mind spending extra time on manual prep because they wanted to ensure the highest quality samples for the expensive sequencing process. By shifting the marketing message to focus on quality and reproducibility rather than time savings, the company could better align with its customers' needs. Creativity as a Learnable Skill One of the most encouraging insights from Marina and Gary was that creativity can be learned. It’s not reserved for "artistic" types—it’s about curiosity and observation. As Gary put it, creativity doesn’t come from waiting for the “creative gods” to bless you with an idea. It’s a process of grinding through ideas, experimenting, and finding connections. This process-driven approach to creativity is similar to how scientists work, which should make it especially relevant for life science companies where many marketers used to be scientists. Whether it’s through exercises like observing people in the canteen or training teams to be more curious and observant in the lab, companies can cultivate creativity throughout their organization. Building a Culture of Creativity Why not encourage creativity at every level of the organization. This includes fostering a culture of curiosity, where employees feel empowered to take risks and explore new ideas. “Safe adventures,” as Gary called them, allow teams to innovate within a structured environment where failure is a learning opportunity rather than a setback. My best boss was very good at this. I could call him with an idea and he’d say, “Let’s do it.” If it didn’t work as planned we just figured out why and tried something else. Establishing a culture of creativity will allow you to deliver results regardless of market conditions. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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Simplifying the Review and Approval Process 33:56

منذ 22 weeks33:56

33:56

The process of content review, approval, and distribution is often perceived as a "necessary evil" in life science marketing. If you're reading this, you probably know how challenging this process can be. In this episode, I had the pleasure of chatting with Annalise Ludtke , Senior Manager for Marketing Communications and Strategy at Vodori , and host of the Amend and Progress podcast. She offered some great insights on how to streamline and improve this process while still keeping everything compliant, fast, and efficient. Right out of the gate, Annalise laid out the core problem Vodori aims to solve: the complexity of managing content in life science organizations. Companies need to develop a lot of promotional and educational materials, and getting those materials reviewed, approved, and distributed is a complicated process. The challenge is not just about creating great content—it’s about managing the feedback loops, the endless rounds of revisions, and the hurdles of compliance. Without a solid process for reviewing and approving content, life science companies can’t effectively market their products. Of course, you need to make sure everything you put out there meets legal and regulatory standards. Best Practices Annalise shared some best practices that Vodori advocates, and these tips stood out to me as practical and actionable regardless of any platform you might deploy or none at all. * Parallel vs. Sequential Review : One of the key strategies Annalise mentioned is the benefit of parallel review processes, where all the necessary stakeholders—whether it's medical, legal, or regulatory teams—are reviewing content simultaneously rather than sequentially. This can save a lot of time because it encourages open dialogue between the different reviewers. If someone has an issue with a piece of content, they can discuss it with the other reviewers in real-time, instead of waiting for feedback to trickle in one department at a time. I appreciated her point that while parallel review might seem more chaotic at first glance, it actually fosters more collaboration. Reviewers can resolve conflicting feedback before it gets back to the content owner, which can speed things up dramatically. * Clear Ownership and Communication : Clearly defined roles and responsibilities make everyone’s job easier. Annalise emphasized that it's critical for each reviewer to stay in their lane and provide feedback based on their specific area of expertise. This helps avoid confusion and unnecessary edits, which can slow down the process. Additionally, it's essential for reviewers to communicate clearly—indicating whether a comment is a required change or just a suggestion, for instance. This small change can remove a lot of friction and keep the process moving forward smoothly. Color-coding comments to signify importance is a simple yet effective way to clarify expectations. * Real-Time Collaboration : I imagine most companies now have the ability for multiple stakeholders to collaborate on documents in real-time, where everyone can log in, see the comments being made by others, and even have discussions within the document itself. This not only saves time but also reduces the likelihood of conflicting feedback, which would require another round of calls or emails to resolve. Is this content helpful? Where is the data for that claim? If someone has a question about a claim, you’d like to know where to find the data that supports it. It seems a simple idea to have a claims library . Vodori’s platform allows companies to store and manage approved claims, making it easier to track where and how certain claims are being used in marketing materials. Likewise when claims are updated with new data, you’d like to know where they have been used in the past to find all the places where the claim was referenced. How does your process compare? Beyond best practices, setting goals and understanding benchmarks is another step toward making the content review process less painful. Let’s invite our industry peers out for drinks after work to compare our review processes! - No one said that. Fortunately, Vodori publishes an annual Benchmarks Report that looks at various metrics like average review time and number of review cycles, giving companies a way to see how they stack up against industry standards. By comparing your metrics to industry standards, your company can decide what might realistically make the most impact and set goals for improving your review process. For instance, some teams might set goals around reducing the number of review cycles content has to go through or improving the speed at which content gets approved. Compliance is another area —perhaps setting a goal to reduce the number of compliance issues flagged during the review process. Reducing time to market In my experience, content was always the last thing on the list before a product launch. The impact of improving the content review process is huge. By reducing the time it takes to get content through review, life science companies can get their products to market faster, which ultimately benefits customers/patients. Vodori’s platform not only helps streamline the process but also provides peace of mind by ensuring compliance every step of the way. As Annalise pointed out, the goal is not just to make the process easier for marketing teams but to improve outcomes across the board—for the company, the team, and, most importantly, the patients. Annalise’s Podcast: Amend and Progress Toward the end of our conversation, we touched on Annalise’s podcast, Amend and Progress , which focuses on improving content review processes in the life sciences. She’s been hosting conversations with experts both inside and outside of Vodori, tackling topics like best practices, industry trends, and even the potential role of AI in content review. You should definitely check it out. Her podcast is a great example of how even niche topics can have a dedicated audience, offering valuable insights for those navigating the complexities of content management in regulated industries. I think there’s a lesson here for all of us in the podcasting world—if you’re solving a real problem for people, there’s always an audience, no matter how specialized the topic is. Final Thoughts I’ve been thinking a lot lately of my second episode way back around 2014 or 2015 about how marketing communications can change an organization . This is one of those opportunities. By taking the lead on setting standards and implementing best practices for the review and approval process, marketing can improve the work lives of their colleagues in other parts of the company as well as their own. The added benefit of developing processes with rigor lets marketing communications be seen as more than a service provider, but rather a leader in unlocking innovation and success in an organization. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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Holding on to Soul in Life Science 35:37

منذ 23 weeks35:37

35:37

Hooriya Hussain is a life science marketing leader and a fierce advocate on the National Board of Governors at the Human Rights Campaign. Before filming this video we had had only two conversations, one on zoom and one at BIO 2024 in San Diego. Both times, Hoori mentioned the idea of soul in the life sciences. I wasn’t entirely sure what she meant. I was definitely intrigued. We decided to explore that on a walk and talk. Trailer: Our discussion revolved around purpose and leadership. The last year has been a tough one in life science beyond the usual pressure and uncertainty. Maybe that was what had prompted Hoori’s thoughts about holding on to your soul. Before diving into that, I was curious about what it was like to grow up in Qatar as the child of immigrants and then immigrate to yet another country you knew nothing about except what you saw or heard in pop culture. She didn’t say it explicitly, but I noticed that Hoori’s thoughts on leadership, nurturing your own soul and understanding your purpose are deeply tied to the experiences of her youth, trying to fit in where “it just felt like anything could change anytime”. The folks that do the work to understand themselves usually have a slightly longer shelf life in science. When Hoori talks about this, I interpret that as understanding and staying true to your purpose. Satisfaction often comes from knowing the contribution you are making. Purpose is what will sustain you through setbacks, various disruptions and even layoffs. Is your purpose aligned with your work? Do you see how you fit in? I have seen this in my own career. I struggled in graduate school (limited shelf life) in part because I didn’t look around to see what other options were available before I applied. Grad school seemed like the thing to do to feed my curiosity and joy of learning. It turned out that while research was interesting for a time, I wasn’t driven by it in the way my friends who are successful scientists are. It was difficult to explain to my family and friends why what I was studying mattered to anyone. That should have been a red flag for me. I’m not saying it didn’t matter. But one thing that mattered to me was to be able to talk about my work with people outside the lab. My path was not aligned with my purpose. I’m driven more by helping a few handfuls of people directly (and seeing the outcome) than the thousands or millions of unseen individuals who would benefit down the road from any discovery I might make. Understanding that sooner would have been helpful for me. My advisor would likely agree. Like what you see? Success in this business isn’t all about the science. There are problems we can’t solve yet, problems we will solve and some we got wrong, possibly for reasons unrelated to science. Leadership also matters. Hoori talked about the need to see people as intersectional beings. There are many factors that make us who we are and influence how we show up. Good leaders understand “human protocol” and can mobilize people with the idea that they are important. This is where leaders can make a difference, especially when things go wrong, by keeping the focus on solving the problem. One thing when you ask anyone is, “Talk to me about a time where you felt really good about something.” And usually it's someone else had done something for them, someone made them feel great, and people never forget that. Outside of life science, Hoori is exercising her leadership muscle on the Board of Governors of the Human Rights Campaign, making sure there is a place for everyone in society, regardless of differences or background. She has found her purpose and is helping others to find theirs. Our conversation seemed to be a reflection of exactly the things we were talking about. In the course of that afternoon, I began to understand who Hoori is and why she thinks the way she does because we started the conversation by talking about where she grew up and how she came to the U.S. What kinds of things keep us from knowing our purpose? As Hoori says, we often find it looking backward at our own stories to figure out the times when we were in the zone and at our best. In the meantime, we put our heads down and do what needs to be done. That is also important, but tough to sustain without purpose. You can write your own story or have it written for you. When you finish writing yours, maybe you can help someone else understand theirs. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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Leadership, Culture, and the Art of Building a Life Sciences Startup 39:05

منذ 27 weeks39:05

39:05

I spoke with Brian Thomson, HR consultant and leadership coach, about leadership, hiring, retention, and culture in early-stage life science companies. Brian’s practical insights offer a roadmap for building and sustaining a thriving company from the ground up. The Importance of Modeling the Right Behaviors From the beginning, Brian emphasized a key concept: intentionality. In his view, leadership is not just about making the right decisions; it's about being intentional in how you model behaviors and build culture within your organization. This is particularly crucial in the fluid environments of startups, where the pace is fast, and the stakes are high. He pointed out that it’s not about whether a particular culture is right or wrong—what matters is that it’s intentional and authentic. This intentionality shapes hiring, retention, and performance management, all of which are crucial for the long-term success of a company. He argued that strategic planning should not just be a buzzword but a disciplined practice that informs every decision, from the type of culture you want to build to the kind of people you need to hire. The Rule of Threes: Core Competencies in Startups Brain has a rule of threes when it comes to what founders of early-stage life science companies need to focus on: disruptive science, a strong core team, and a high degree of intentionality around culture. While it’s easy for founders to get fixated on the science—because it’s their passion and it’s measurable—the other two elements are just as critical. This resonated with me, especially considering how often we see startups with groundbreaking science but no clear direction on how to build a team or a culture that can sustain the business. The science might make headlines, but it’s the culture and the team that will drive the long-term success of the company. Strategic Planning: More Than Just a Process Brian’s sees strategic planning as more than just a process; it’s a foundational practice that lends clarity, focus, and discipline to an organization. He mentioned that in his role as a coach, he often works with early-stage organizations to develop a strategic plan that is as concrete as possible. The goal? To ensure that at any given moment, everyone in the organization knows the top priorities. Be very disciplined. Be very focused. Make your plan. Make it as concrete as possible. At any given time, if I go and ask two of your employees, anywhere in the organization, “What are the number one and what's the number one and what's the number two topmost priority that the company has at that moment?” If they can't answer that, it indicates to me that you haven't done a good enough job of being very clear and being very focused. This approach to strategic planning directly feeds into the hiring process. By being clear on the values and culture you want to create, you can ensure that the people you bring into the organization are aligned with those goals. Hiring isn’t just about finding people with the right skills; it’s about finding people who will thrive in the specific culture and environment of your company. Like what you see? Hiring: An Internal Competency, Not a Task to Outsource Many startups make a mistake by outsourcing their hiring processes. Hiring is too critical to be left to an external agency, especially in the early stages of a company’s development. The first 10 to 15 hires set the tone for the entire organization, and if those hires don’t align with the company’s culture and values, it will create long-term issues. Brian argued that hiring should be an internal competency, with the leadership team taking an active role in the process. This ensures that everyone who joins the company is fully aware of the environment they’re stepping into, whether it’s a messy startup with lots of ambiguity or a more structured environment. The Value of Transparency in the Hiring Process Brian shared a story from his time as Chief People Officer for a small biotech spinout during the Great Resignation. Despite the mass exodus of employees across industries, his organization navigated that period with zero regrettable turnover and zero R&D turnover. The secret? Radical transparency. From the first conversation with potential hires, Brian and his team were upfront about the realities of the company’s environment. This honesty helped attract the right people—those who were excited about rolling up their sleeves and getting their hands dirty—and it also helped filter out those who weren’t a good fit. Brian emphasized that transparency in the hiring process not only attracts the right talent but also helps candidates self-select out if the environment isn’t right for them. Retention: A Balancing Act When it comes to retention, 100 percent retention isn’t the goal, nor is it ideal. A little turnover can be a good thing, as it brings in fresh perspectives and prevents complacency. However, the key is to ensure that the turnover is natural and doesn’t result in the loss of essential talent. Brian talked about the importance of building a talent engine within the organization—an environment where employees are developed and prepared for their next roles, whether within the company or elsewhere. This approach not only boosts retention but also enhances the company’s reputation as a place where people can grow and develop their careers. The Power of a Coaching Culture Finally, we talked about the value of creating a coaching culture within an organization. Brian argued that this is one of the most effective ways to develop talent and increase engagement. Instead of relying on traditional training programs, which can be expensive and often ineffective, he advocates for on-the-job learning and continuous development through coaching. In a coaching culture, managers act as mentors, helping their employees navigate their careers and develop the skills they need to succeed. This not only empowers employees but also creates a more dynamic and engaged workforce. This approach doesn’t require a huge budget—it’s more about a shift in mindset and behavior. Final Thoughts: Intentionality Is Key As we wrapped up our conversation, the theme that kept coming back was intentionality. Whether it’s in strategic planning, hiring, or building a coaching culture, being intentional about your decisions and actions is crucial for the success of any startup. The best companies are those that are clear about who they are, what they value, and where they’re going. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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From Scientist to Consultant by Way of Curiosity 23:57

منذ 30 weeks23:57

23:57

Issa Kildani is the founder and principal consultant at Ambrosia Ventures . Our conversation centered on his journey from metabolic and cardiovascular research into the consulting world. Even if you are not planning on becoming a consultant, one can learn a lot from his approach to acquiring skills and building relationships with customers. Transitioning from Research to Consulting You don’t need an MBA to become a consultant. I’m sure it helps in some areas, but there is a lot to be said for rolling up your sleeves and figuring it out. Issa started his career in metabolic and cardiovascular research as a graduate student at Vanderbilt University. He eventually realized while working at startups that his longer-term goal was to help people and companies rather than stay at the bench. Transitioning into consulting requires a diverse skill set, including project management, strategic thinking, and analytical skills. There was a lot to learn but he saw a path to make it happen by being self-driven and inquisitive, eager to learn and explore new areas, one of which was strategic thinking. Strategic Thinking I’m always interested in what it means to think strategically. Issa shared his experience at a neurofeedback and biofeedback startup in Michigan. Working closely with the CEO, he learned the importance of strategic thinking by understanding different markets and thinking ahead about potential expansions. With multiple opportunities for expansion, how do you choose where to focus? Issa considered what were the emerging markets and where that would put them 5 years down the road. So you want to jump on it just now, you know, like the AI and machine learning, things like that in drug discovery. These are hot topics, but which one is going to take you a lot further in the company and what's your long-term vision? Does it align to your long-term vision? Do you plan on selling five years from now or do you plan on growing to a bigger company? Those are the kind of decisions that play into it and help them align to that strategic goal. Understanding Industry Dynamics Beyond understanding markets, one also needs to understand how the industry works. There are many components to the life science ecosystem. Issa talked about the unique challenges faced by biotech companies, such as funding issues, regulatory hurdles, and clinical trial recruitment problems. In the early stages, refining their pitches and helping them communicate their value more effectively is a key for success. At later stages, the focus might be more on regulatory issues or broader strategic goals. My overall impression is that Issa is very good at talking to potential customers and figuring out in detail what their current challenges are. That is a skill in itself. Building Relationships and Winning Business Issa takes a very long approach to building relationships and winning business. He emphasized understanding clients' needs, being genuinely interested in their success, and maintaining long-term relationships. It can take a long time to land a client. Issa’s process involves regular check-ins, understanding the client's challenges and milestones, and providing insights so potential clients can understand the value he brings to help them achieve their strategic goals. The Value of Mentorship We talked about the value of mentorship. He described how his mentor, who was also his boss, played a significant role in his development as a consultant. By being upfront about his desire to learn and improve, Issa received invaluable guidance and feedback that helped him fine-tune his skills. The key thing here was simply to ask. Sometimes this may seem like a bold move. “Can I really ask a senior executive to be my mentor?” (It’s not the only way but as an older parent, I can tell you nothing gets your attention faster or makes you feel better than when a young person asks for your advice.) Even if they don’t have time to be your mentor, it will put you on their radar as someone who is looking to do more for the company. You can’t lose. If you take away nothing else from this message, being curious and asking for advice will take you a long way regardless of your goal. I challenge you to find some one and talk to them this week. Opportunities and Challenges in Smaller Biotech Ecosystems Issa is based in a smaller biotech ecosystem, Ann Arbor, Michigan. While smaller ecosystems may lack the resources and investment opportunities of larger hubs like San Francisco or Boston, they offer a chance for a consultant to make a significant impact. Add to that the possibility of connecting with larger hubs and applying those insights locally, you can make a difference to foster growth and innovation in these emerging ecosystems. The Broader Implications of Consulting From my own experience, the best thing about being a solopreneur or consultant is the opportunity to see what’s happening across all of life science. If you are the person who feels that life at the bench is too slow or too narrow, this may be the path for you. I enjoy the feeling of helping others in life science directly. I may not find the cure that affects millions but I get to build relationships and see the value I bring t people I actually know. At the same time, I know they are helping millions. For anyone considering a career in consulting Issa's journey offers valuable lessons. Check out Issa's website and blog for more insights and resources. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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How Understanding Motivations Impacts Success in Acquisitions or Investments 26:54

منذ 35 weeks26:54

26:54

In this episode, I spoke to Cassandra Rix, the owner and chief leadership coach at The Resonance Coach. Our conversation centered around understanding individual motivations and expectations within group efforts, especially in the context of company acquisitions. I think you will find the insights applicable to many situations at work and at home. Cass's Background and Expertise Cass has spent over 20 years working with businesses either in the process of being acquired or on the tail end of an acquisition. She specializes in service agencies selling expertise and time, such as consultancies and communication specialists. Her focus now is on helping founders looking for investment or seeking an exit strategy, and the businesses interested in investing in them. She believes that many acquisitions fail despite thorough due diligence because the underlying human motivations and behaviors of the individuals involved aren't fully understood. Understanding Motivations While people may outwardly agree on a common goal, such as selling a company, their underlying reasons can be very different. These differences will show up during times of significant change (after the investment or acquisition). Everyone’s motivations are influenced by their own personal experiences and beliefs, which drive their decisions and behaviors. Cass's own interest in understanding motivations stems from her background in sales and marketing, where she worked with buyers and wanted to comprehend why people made specific purchasing decisions. Our beliefs drive our behavior, and it's crucial to recognize that we often make assumptions about others' motivations based on our own perspectives. We expect them to act the way we would. I’d like to look deeper into this in future episodes. If you find this helpful, it kind of makes sense to subscribe, doesn’t it? The Challenges of Assumptions It’s risky to assume that everyone's motivations are similar. Cass used the analogy of wearing someone else's shoes – just because you're in their shoes doesn't mean you understand their journey. This is especially relevant in business settings, where assuming that all founders or team members share the same motivations can lead to conflicts and dysfunction. Cass illustrated this with an example of how misaligned expectations can derail an acquisition. For instance, if one founder decides they have enough financial security post-acquisition and leaves, the remaining team dynamics can be severely disrupted: So the things that fall apart there is, well, we all think we've agreed to sell this business or invest, have investment in this business so that we can carry on. What does carry on mean? What if that means that one person has generated enough income in the acquisition process, not to need to stay throughout the earn-out. And suddenly you go from a leadership team or founding team of four to three or three to two. What if the other two people in that business were beautifully balanced by that third individual? And so the relationship that they're left with is dysfunctional. They don't really like each other. They don't know how to communicate with each other. They've never had to without that third person as a foil. And probably the most flawed thing is the assumption that the rest of the business, whether you're talking about another twenty people, fifty people or thousands of people, the assumption that those people don't know. This scenario can lead to conflicts and a decline in business performance, which affects everyone's livelihoods. The Role of Vulnerability and Communication As individuals climb the corporate ladder, they often create personas that might not align with their true selves. This can lead to exhaustion and dissatisfaction, as they try to maintain an identity that doesn't reflect their genuine motivations. Cass said that vulnerability is not a weakness but a strength. When leaders and team members are open about their true motivations and feelings, it fosters understanding and empathy. She shared that when people reveal their authentic selves, it often leads to relief and better teamwork. This openness can help teams navigate change more effectively, as everyone understands each other's perspectives and can support one another. Practical Implications and Real-World Examples Cass pointed out how small habits and cultural norms, such as which hand you use to hold a fork, can shape our perspectives and lead to emotional attachments about how things should be done. If we feel that strongly about cutlery, imagine the intensity of our feelings about approaches to business where the stakes are much higher. Translating this to business settings, she explained how deeply ingrained beliefs about success and behavior can affect decision-making and team dynamics. Differing motivations for making money can lead to misunderstandings. Some people might want to make money to retire early and spend time with family, while others aim to leave a legacy or achieve a prestigious position. These differing goals and expectations can create friction if not openly discussed and understood. Whether you are the acquiring/investing company or the company being invested in, understanding these things can make a huge difference in your long-term happiness (money, legacy…). The Courage to Be Disliked Our conversation concluded with a serious reflection on the importance of self-awareness and the courage to be true to oneself. Cass recommended the book "The Courage to Be Disliked," which explores the concept that what others think of us often reflects their own beliefs and insecurities. She encouraged leaders and individuals to focus on their own motivations and well-being rather than constantly worrying about others' opinions. Her final thought: "The most liberating two words in the English language are 'let them...'" Letting go of the need for external validation and embracing one's true self can lead to greater fulfillment and success, both personally and professionally. Let them. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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The Importance of Brand Strategy 51:36

منذ 36 weeks51:36

51:36

In my recent conversation with Larry Koplow, we talked about brand strategy in the life sciences, why, when and how. Defining Brand Strategy We kicked off the discussion with Larry describing the danger of not having a strategy. In a world overloaded with information, a brand has to cut through the noise and make its value clear. Even if a company has groundbreaking technology, it’s easy to be overlooked if the brand strategy isn’t aligned with the audience's needs. People—whether researchers, investors, healthcare professionals, or patients—are primarily concerned with their own interests. A brand is the sum of all associations that audiences have about a company. This definition, which he credited to Uli Applebaum, highlights that every touchpoint, from sales calls to investor decks, contributes to building these associations. As a result, a deliberate and intentional strategy is crucial for creating consistent and meaningful connections with the audience. Simplifying the Brand Message Larry argued that while nuances might change, the core brand message should remain consistent. He likened it to owning a space in the audience's mind—when they think of your company, they should think of one defining characteristic. This consistency makes it easier for the audience to remember and relate to the brand. Here is a real-world example. Thermo Fisher faced the challenge of convincing diverse audiences to switch from traditional methods to mass spectrometry in toxicology. By identifying two primary audience groups—those looking to grow their business and those pushing the boundaries of research—they could tailor their brand message to resonate broadly. This approach allowed them to lead with a brand-focused message about pushing toxicology forward, which connected with all their target audiences. It took doing some homework to get there. This involves understanding the audience's motivations, barriers, and pain points. Larry shared another example from a different company in the medication management space in hospitals. The initial tech-focused message wasn't resonating. Hospitals were resistant to new technology because new tech often means a lot of work. By shifting the narrative to focus on patient and hospital safety, they aligned their message with what was truly important to their audience. This not only made the brand message more relevant but also helped position the technology with respect to existing budgets for safety initiatives. Personality Archetypes for Commoditized Products Brand personality archetypes can differentiate a company in a commoditized market by mirroring what's important to them or by representing something they aspire to be. For instance, McDonald's uses the "Innocent" archetype, creating a sense of happiness and nostalgia. In contrast, Burger King has struggled with consistency, resulting in a less impactful brand presence. As I look at it, BK is focused on the burger, McDonald’s is focused on the experience. Crafting a Long-Term Brand Vision for Investors If we think about smaller biotech firms, even prior to commercialization, crafting a long-term brand vision is crucial, especially when communicating with investors. Larry noted that investors are people too, influenced by compelling narratives. Investors looking for long-term returns want to see a cohesive brand strategy that promises sustainable growth and market relevance. A strong brand story in the investor deck can be as important as the technical details. The other lesson here is knowing what kind of investor you have or are looking for. Brand Architecture - Balancing Messages Across Different Levels We wrapped up the conversation by discussing how to balance messages across different levels—company brand, technology, and specific applications. Larry differentiated between brand architecture and communication structure. Brand architecture involves categorizing and integrating different brands, especially post-acquisitions, whereas communication structure focuses on maintaining a consistent brand story across various touchpoints. He highlighted the importance of having a comprehensive brand position that can be communicated at all levels, from the high-level mission and vision to the detailed technical aspects. This consistency not only strengthens the brand but also adds credibility and value over the long term. Final Thoughts Larry’s insights were a masterclass in brand strategy, particularly for the life sciences sector. His emphasis on consistency, relevance, and the importance of doing the homework provides a clear roadmap for any company looking to strengthen its brand. For me, the takeaway was clear: a well-defined and consistently communicated brand strategy is essential for cutting through the noise and making a lasting impact. And for those in the biotech space, understanding and addressing the needs of all your audiences, including investors, is key to building a strong, sustainable brand. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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Communicating Science to Patients, Physicians and the Public 41:21

منذ 41 weeks41:21

41:21

David Ormesher, the CEO of CGLife, and I had a conversation about communicating science broadly to the public and within the scientific community. David went immediately to the power of storytelling in making science approachable. He highlighted the hero’s journey, the narrative arc used in literature and film, as a powerful tool to engage various audiences, whether they are scientists, physicians, patients, or the general public. That narrative of the hero’s journey applies to patients and caregivers as well as scientist looking for breakthroughs. Not only can it help demystify science but it can also create emotional connections that make complex scientific concepts more relatable and engaging for the general public. I think it’s important for society to understand and appreciate the work of scientists as well as understand how science is done especially when the details might not seem immediately relevant to them. By highlighting the human element and the persistence required in scientific exploration, we can help the public understand that scientists are ordinary people with an extraordinary commitment to solving complex problems. This can shift the public perception from seeing science as something inaccessible to recognizing it as a collective effort aimed at improving lives as well as simply appreciating the universe we live in. What does this mean for life science marketers? David gave us a complete primer on the journey of a new medical product from inception to market launch. I was roughly aware of the roles various teams play in bringing a new drug to market. He covered the spectrum and filled in the details for me. Market insight, brand development, and market shaping involves understanding the needs of both physicians and patients, conducting extensive research, and building awareness through unbranded communications. As has come up several times over the years on this podcast, the importance of early engagement with healthcare professionals and patients before a product is approved can not be overstated. It helps ensure that by the time a drug is approved, there is demand and a well-informed audience. It's that ability to personalize content that is also key. And this is where not only the agencies of the future that we need to help shepherd these products from clinical development through approval, launch and growth, they need to understand the science. They also need to understand that digital component of targeting, segmentation, (and) personalization. Data and analytics play a critical role in this process. By capturing and analyzing data from the early stages, companies can refine their marketing strategies, personalize content, and measure the effectiveness of their campaigns. This data-driven approach ensures that the communication is relevant and impactful, reaching the right audience with the right message at the right time. One aspect I found particularly interesting was the preparation for day zero – the day the FDA approves a new drug. David described having all the marketing materials ready, including a “day one” website and direct email marketing. At the same time, a launch team needs to be prepared to very quickly make any changes required for labeling, etc. when the approval comes along. Finally, we touched on the challenges of educating physicians about the latest medical advancements. For a doctor who completed medical school 20 years ago, and has been seeing patients all day every day, keeping up to date is near impossible. Highly targeted communications including bite-sized, relevant, and easily accessible content, such as short video interviews and 3D animations can help physicians keep up with the latest developments. As marketers, there is plenty of work to be done to keep both the public and people in the healthcare sector educated on the value of the science being done, ultimately helping patients find the treatments they need. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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Vertical GPTs Will Change the Buyer's Journey 22:13

منذ 43 weeks22:13

22:13

By now, I imagine most of you have interacted with ChatGPT in some way. You can use it to summarize a document, brainstorm a campaign or plan a vacation away from technology. The capabilities are mind-boggling and the BS (if you detect it) is amusing. All that aside, how can you use an internal vertical GPT to serve your customers? I spoke to Ian Birkby , CEO of AZONetwork about Azthena, the internal vertical GPT they built as an AI assistant deployed on their various websites to help users find relevant news and product information. If you are not familiar with AZONetwork, Chat GPT describes them like this: The AZoNetwork is a company that specializes in digital marketing and content solutions within the science, healthcare, and technology sectors. They provide a range of services aimed at connecting scientific, medical, and technology communities globally. These services include content creation, marketing strategies, and communication solutions designed to disseminate knowledge and promote products through various online platforms. AZoNetwork operates several websites that publish articles, news, and resources relevant to professionals in these fields, helping them to stay informed about the latest developments and technologies. As a media and marketing company, AZONetwork has a lot of content, over a million assets, by Ian’s estimate. This is the content was used to train Azthena to to answer users queries. The value of this type of GPT is that the data it has been trained on has been reviewed and vetted by humans in the course of publication over many years. The same can’t be said for everything one finds on the internet, some of which ends up in the answers to your ChatGPT queries, not to mention outright hallucinations. General LLMs, if I'm going to exaggerate, are a mile wide and a few inches deep. We're trying to be, you know, maybe 12 inches wide, but three foot deep… - Ian Birkby Azthena took nine months to build. That was impressive to me given that includes putting some structure around all of their content. The quality of the output should enhance the customer experience by providing specific answers to queries along with relevant references. If you find this helpful, it kind of makes sense to subscribe, doesn’t it? Ian and I discussed what this will mean for companies, buyers and human creativity broadly. External GPTs trained on the same broad collections of data may all end up homogenized. How will you differentiate your company to be a source of unique and valuable (essential) information? Building your own specialized GPT is one possible answer. We agreed that the buyer’s journey will change. Once people adapt to the new approach (this will take some time but too much), they’ll expect to find answers and recommended next steps regarding what to look for or look at along the way to a purchase. No more clicking through multiple links hoping to find the best information. As I write that last sentence, I’m stunned at how quickly we are spoiled by new technologies. I’m old enough to remember mailing away to get a catalog or brochure from one vendor ! If you are a marketer, you should be thinking about what comes next. In reaction to this change, big information providers e.g. The Guardian, etc. are blocking crawlers from sucking up their information. Models built on search might also change. Will we have to pay for things that were free for the last 20 years? Finally, I asked Ian about the future of human creativity. …emotional intelligence… that's definitely an area where, you know, the human has still got a role I think, in that, very pure form of creativity… seeing what nobody else has seen before and thinking something different. You know, that I still think there's mileage in, in humans having a role to play there. However, there's probably 80 percent of the drudgery-related tasks that we all face that are going to end up sitting on the desk of AI. But for those routine tasks, the efficiencies will be too attractive to pass up. The next question is where is the line that makes a task routine? Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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Walk and Talk with Susanna Harris 37:20

منذ 1 year37:20

37:20

Susanna Harris is the Director of Community at Breakout Ventures . She is also the Founder of PhD Balance , a collaborative community empowering graduate students to build their personal and professional resilience and the 2023 recipient of the SAMPS Young Person of the Year Award. This episode is a little different. For the last couple of years, I have interviewed the winner of that SAMPS award on this podcast. Susanna has been a guest before and although we’ve chatted a few times since and both live in the Bay Area, we had never met face to face. Susanna mentioned hiking in one of our calls so I thought this would be an opportunity try something new. I suggested we meet up for a hike and record some stuff along the way. Thank you Susanna for being game for one more experiment. We had a free-flowing conversation covering our inspirations in science, science communication, marketing, career paths, longevity, mental health, and more. AI, psychedelics and The Andromeda Strain all came up as well. Give it a listen to find out the context. I typically focus these episodes around a theme and try to point toward a specific takeaway. While there is a thread to the topics we discussed, the takeaway for me this time was simply about the value of conversation. I trust that the listeners to this podcast will learn something about each of us and may be prompted to think about something they heard from a new perspective. As a listener, you don’t have to be part of a conversation to benefit from it. That’s the magic of this medium. You can listen in as if you were there. Taking that beyond podcasts, consider the value of people listening to your team members, executives and subject matter experts in their natural, unscripted style. Podcast listeners report (and I can verify this both as a host and a listener) that they feel like they know the people they hear from regularly. There is a level of know, like, and trust that is hard to replicate except face-to-face. Finally, one never knows where having a conversation will lead in the long run. I don’t even remember how Susanna and I connected initially. Yet here we were, 3 years later, hiking the hills, sharing our experiences in science and creating unique content along the way. If we get a chance to help one another out in the future, that would be icing on the cake. It all started with a conversation. Mentioned in this episode: Books: Where Good Ideas Come From by Steven Johnson The End of the World is Just The Beginning by Peter Zeihan Movie: The Andromeda Strain (also a book by Michael Crichton) Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

1
Expertise is Your Product. Selling it is Your Business. 30:48

منذ 1 year30:48

30:48

Jeffrey Kiplinger is the co-founder and partner at Selling Science, a consulting firm dedicated to helping life science, contract research, and tools companies boost revenue by building and optimizing their scientific sales teams. He is also the author of the book " Expert to Entrepreneur. " Jeff shared his personal journey from obtaining a PhD in organic chemistry in the late '80s to his corporate experience with Pfizer. He highlighted the frustrations he faced being siloed in his role and the desire to take his expertise on the road. I appreciate his perspective on the disconnect many scientists face when building businesses. I guess I would say, your expertise is the product, but it is not the business. I’m still chewing on that one as I think there is a lot to be learned from that. Jeff emphasized the importance of viewing the business as an entity itself, separate from the scientific expertise it offers, and focusing on growing the business side. Personally, I find marketing easy (talking about what I do). But sales is hard (asking for money). We talked about that and how to find the right people for your offering, stressing the need to identify the ideal customer and tailor marketing efforts to address their specific problems. What is, what do you do that's provided real value for your customers in the past? And the easiest way to find that out is to ask them. And that's also something that we're terrified of doing. I asked him about a quote from Brian Tracy. “Sales is just a transfer of enthusiasm.” When you believe in what you have, you can have a conversation and talk about why you are enthusiastic. But first you need to find out if the person in front of you has a problem you can solve. If you find this helpful, it kind of makes sense to subscribe, doesn’t it? Thanks for spending some time here, either way. The conversation also touched on hiring experienced salespeople, both within and outside the scientific domain, and the critical factor of finding the perfect customer. Jeff outlined the significance of defining an ideal customer profile, which guides marketing efforts and ensures a more focused and effective approach. Does the salespersons skills and experience match what you are trying to do? Do they have the right mix of science and sales expertise? For example, selling from a catalog is different from selling a solution comprising components from a catalog. If you're buying somebody's expertise in your science and they can't sell, that's a wasted investment. If you're buying somebody's network and their network isn't your ideal customer base, that's a waste. …I guess what I see is when people hire experienced sales reps or senior people who've already got field experience, very frequently they're not looking at whether that person is a match for what you're trying to achieve. They might be a match for your company, they might be a match in terms of the revenue they've produced in the past, but are you really checking them against what the company is trying to do? If you are on the road to selling your hard-earned scientific expertise, you should definitely give this episode a listen. Your deepest insights are your best branding. I’d love to help you share them. Chat with me about custom content for your life science brand. Or visit my website . This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cclifescience.substack.com…

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From the Lab to Sales: Heather Javier Made the Leap