One thing I hear all the time from CEOs is that they know they need to invest the time to make a really compelling corporate deck, but just never seem to find the time to do so.
Having been a leader in biotech I know exactly how that feels. I was always so busy putting out fires, amongst other things that something like building a good deck never felt like a high priority.
But I also learned the value of a good deck whilst serving as a leader in public biotech. I saw how it was able to engage investors, even ones who were previously lukewarm. I saw how important attention to fine detail was in partnering discussions. I even experienced how important it was in board meetings. I can also share that none of those decks were identical. They all had to be precisely tailored to each unique audience.
Here is an insight into how i think about it, incorporating all of those lessons learned in the public biotech arena.
Intimately knowing your audience is key. What is the background of your audience? What level of science do they understand? Do they have a PhD in science or do you need to frame the science at a more general level? I am constantly amazed at how many people have spent the time to become deeply scientifically literate, truly impressive. The take home here is in order to truly connect with your audience you have to be able to speak their language. Use words they know, that they inherently understand. If you take the time to do this you will form a deep connection with your audience, because they will feel understood. Like you get them. And then they will be willing to listen to what you have to say,
What makes what you are doing different from everyone else. Said in a different way, what are your differentiators? Intimately understanding how what you are doing is different goes a very long way toward getting people excited about what you are doing. Language like ‘first in class’ and‘ best in class’ is so overused and often unwarranted. Try something different. Try ‘We recognise we are not the only players out there, but we will make an impact because of X.’ This works because it is believable. People trust honesty. It builds integrity. It makes people want to know more.
What are you doing and why? So frequently, companies appear to lack focus. They want to try out all the cool science but aren’t doing it with direction. With purpose. With clarity. With patients as the end goal in mind. Serving patients should always be at the forefront of your thinking. Your planning. Because that's really why we are all here. To do good for humanity. At least that's why we should be here, in biotech,
Be real about your data. Data isnt perfect, and never 100% clear on what it means. But each data piece we collect gets us one step closer to the goal. The goal of truly understanding what is going on in the most complex machine on Earth. The human body.
Be visionary. Speak about your science and your mission as though it were your own personal mission. Having conviction around what you are doing is one of the most compelling ways to engage your audience. When your passion for what you are doing, shines through in your deck, your narrative becomes almost irresistible. Its one of the most powerful tools we have as a narrator.
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