Sell the story, not the specs.
During a discovery call last week, a marketing manager told me that despite months of work on their website, it still read like a "lab catalogue". Their words, not mine, but I would have been lying if I said I disagreed. I spent four years of my PhD reading technical sheets so dense I could recite reagent concentrations in my sleep, so believe me when I say scientists can read a spec sheet, yet it doesn't mean we enjoy it (despite what many marketers think). What most companies forget is that...
