The problem was storytelling. When you are explaining complex biological processes you need simple metaphors that make it click. Otherwise people get quickly overwhelmed with technical jargon and struggle to identify what’s special.
The first task was finding real-life metaphors to help anchor the audience. RNA is a protein blueprint. RNA can be locked so that only specific ‘trigger’ RNAs can unlock it. So we are talking about keys and blueprints. Ideas we all get.
But sxRNA Technologies wasn’t just a research company, it was transitioning to a business. The visuals not only needed to explain the science but tap into the very beliefs of the company itself.
Science is full of wonder and beauty-its processes are predictable and rational. What if impressionist colors and art met beautiful layouts and geometric forms? That question became the vision that married everything together.
Now with clear metaphors and brand direction we could make visuals that stopped people and got them to lean in with wonder and curiosity. And it worked. Scott presented this deck and won the first pitch competition he used it in. I can’t wait to see where his company goes next.
I didn’t come up with this amazing technology. I also didn’t come up with the full story for the pitch deck. Credit goes to Mike Lightman of Hate Your Deck for crafting a winning narrative. What I did do is explain and portray sxRNA’s technology and company in a way that people could connect and engage with it.
Science should be portrayed beautifully because it is beautiful. Beauty stops people and helps them slow down. When this is matched with clear and simple explanations you have a winning convergence that makes the mind ready to receive your message.