Blog Post Zero
Technological change is exponential, contrary to the common-sense “intuitive linear” view. So, we won’t experience 100 years of progress in the 21st century — it will be more like 20,000 years of progress (at today’s rate).
- Ray Kurzweil, The Law of Accelerating Returns, 2001
When we started messagingLAB in 2001, we had an idea to become a branding shop that would help companies at the very beginning of their lives. We knew (and continue to know) that building a killer brand was difficult.
Since then, attention spans have shrunk. Technologies to communicate with an audience have multiplied. Content is consumed in smaller and smaller bits. Information is everywhere and it's mobile first or nowhere at all.
Yet, the need to create a lasting impression in the mind of your target audience is greater than ever. For us, that impression is based on a great story.
We refocused messagingLAB as a strategy and content marketing agency for life sciences companies.
This is an exciting time for the life sciences. 2014 was a banner year for the biotech IPOs and new venture investing. Drops in the cost of DNA sequencing and printing have opened up new ways to understand the human genome and quickly iterate and test DNA-based technologies.
Biotech is quickly becoming ubiquitous. The application of engineering principles to biotech have given us synthetic biology (which is, truthfully, just the evolution of biotechnology). The technologies that power biotech are becoming more accessible. Community labs and biohacker spaces have sprouted around the world and biotechnology accelerators and incubators are making news.
Digital technologies are advancing the rapid democratization of biotechnology and playing an increasing role across the clinical research. Ongoing access to scientific and operational data helps biotechnology companies address issues quickly and efficiently to make strategic decisions faster and tactical decisions more effectively.
At the same time, life sciences companies face unprecedented challenges. The general public is woefully misinformed about science and distrusts scientists and their research. This is leading to real problems: Scientists and the general public diverge wildly in their opinions on the safety of genetically modified food, vaccination requirements, and climate change.
This presents opportunities for us to build brands and grow markets for companies driving innovation in the life sciences. Opportunities to create and deliver meaningful, timely and differentiated stories that connect company and customers.
We know this is not as straightforward as it may sound. Stories need to be developed with the distribution channel and the audience in mind. Company leaders and scientists need to tell their stories. They need to lead and inspire. Unfortunately, that often is unnatural for them.
I believe the exponential change Ray Kurzweil referred to requires stories. Those stories must inspire and resonate. They must have a personality. They must make clear what you promise to solve. In some cases, those stories need to be co-created with your audience.
We have ambitious goals. We plan to grow quickly. Stay tuned. It’s going to be a fun ride.