Why Stories, Not Just Science, Should Start in the Lab

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The session emphasizes that product communication should be developed simultaneously with product innovation, not as an afterthought, as most innovations fail due to poor storytelling rather than poor product quality. The speakers introduce a "Who, How, Wow" framework that helps innovators distill complex scientific concepts into compelling three-second "wow" moments that consumers can immediately understand. By starting with the "wow" and building communication strategies early in the development process, companies can ensure alignment across teams and create products that consumers understand quickly, as people don't buy the best products—they buy the ones they understand fastest.

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