Great Science deserves a Story worth Buying
Too many brilliant ideas get stuck in the lab. Not because the science isn’t exciting, but because the story isn’t clear and compelling. Customers don’t buy data. Investors don’t fund confusion. They buy into Stories that make sense: backed by proof, told by Teams they can trust.
If the Science is great, why does it fail to reach the Market?
Every KTO and science to market incubator has seen so many brilliant ideas that never left the lab. Portfolios packed with patents, research papers, and prototypes— piles of promise to change industries, save lives, or create entirely new markets. None of them making a dent in the real world. But why?
The uncomfortable truth is Customers and Investors don't buy science or technology, or a number. Like all humans, they buy into stories they believe in. They invest in and buy from teams they trust to deliver the promise.
This isn't news to most sciencepreneurs nor to science-to-market organisations. Yet many science and tech teams still pitch as if they're reading a grant abstract to a Dragon’s Den panel—lost in jargon, buried in technical details. Investors glaze over when you lead with your mechanism; they lean in when you start with a clear, relatable problem.
We call this gap the "innovation woods": a dense forest of unfocused pitches, confused value propositions, and solutions hunting for problems. Teams find themselves wandering, unclear on their destination, and increasingly puzzled at not being understood.
What Makes a Story Buyable?
A strong science story isn't based on fantasy, it requires more than a happy ending. The audience demands proof. And that proof must be built deliberately—step by step, claim by claim, grounded directly in customer value rather than theoretical potential. Investors back validated opportunities, and of course, Execution, which is the likelihood a team will deliver the promise of a proposition.
The Good News
What most founders and teams don't realise is that the ability to build and tell a Buyable Story is learnable. It's not magic; it's a method. The most effective Lab-to-Market organisations and programmes teach teams not just how to talk about their innovation, but how to frame it to be compelling, to create a narrative that customers and investors can clearly understand, and trust.
The teams that break through aren’t just smarter. They’re the ones who've learned how to translate brilliant raw complexity into a polished gem that people buy.
Because great science deserves better than a good abstract—it deserves a Buyable Story.
Our job
Is getting science to market.
We work with sciencepreneurs, tech founders and lab-to-market organizations.
We’re like diamond-cutters: we help you uncover the essence of a breakthrough, build it into a Buyable Story, and, in that process, empower the people involved to become a Team You Can Trust.