Dear deep tech founders, don’t make these comms mistakes

I’ve spent countless hours over the last few years telling the stories of some of the most ambitious & innovative deep tech founders and companies. No matter the year, economic climate, sector, or technology, I keep finding myself sharing the same crucial insights.

Deep tech is one of those concepts that few truly understand, yet it’s having an expansive impact on many global challenges across almost every industry. At its core, deep tech represents the cutting edge — but what’s considered “deep tech” evolves constantly. Remember when the smartphone was considered deep tech? Now we’re looking at quantum computing (among many other mind-bending technologies) as the next frontier.

So, here are just a few of the storytelling traps I see scientists fall into — and more importantly, how to fix them – from someone who, while far less technically impressive than you all, knows a thing or two about telling a good story.

Focus on the ‘why,’ not just the ‘how’

As an academic or scientist working on a deep tech solution, you know your concepts aren’t exactly easy to explain over a beer. The nuance and novelty require layers of explanation. One pattern I’ve noticed: researchers often dive straight into how their technology works. But here’s the thing — while the ‘how’ matters, the ‘why’ is what truly captures attention:

• What challenge(s) are you solving?
• Which industry are you disrupting?
• Why do we need this solution?
• How is it different from existing alternatives?

By leading with ‘why,’ you create context and break down barriers before diving into technical details. I’ve seen this approach work wonders with deep tech companies, especially in investor pitches, partnership discussions, and talent recruitment.

PR goes far beyond press releases

It breaks my heart when clients think a press release will solve all their communications challenges — I’m still explaining to my parents that my job entails more than this! (Dive deeper: Axios on how press releases evolved). While press releases and coverage in national newspapers matter, brand-building is a much richer exercise that includes:

• Crafting clear, compelling messaging
• Building a strategic social media presence
• Executive communication training
• Conference speaking opportunities
• Building key stakeholder relationships
• Government & policy navigation

The key is identifying your target audience first. While deep tech folks aren’t typically known for self-promotion (humble humans!), consider where your audience lives. Building a strong LinkedIn presence, for instance, can be perfect for reaching enterprise customers in manufacturing. If you’re looking for inspiration from those doing it well, check out Nourish Ingredients and MGA Thermal. 

Visual storytelling (show, don’t just tell!)

While balancing the ‘why’ and ‘how’ is crucial, sometimes you need to show rather than tell. Visual assets like photos, videos or well-designed infographics can break down complex concepts into digestible pieces for various audiences. 

It might seem obvious — duh, Tara – but many deep tech companies overlook this early on. Investing in quality visual assets early can transform your pitch decks and media conversations.

Now, you might be thinking: ‘But Tara, some technology is inherently abstract – like AI or precision fermentation. How do we visualise something intangible?’ Fair question. But there are countless creative ways to bring these innovations to life visually: product demos, virtual factory tours, fun animations that break down complex processes, or even interactive simulations. The key is finding ways to make the invisible visible, to help others see what you see when you envision your technology’s impact.

Start early, build gradually

But the most common question I get is, “When should we start thinking about PR and comms?” My answer: as early as possible. Think of brand building like a slow-release medication — it takes time to work, but the early effort always pays off. By laying the groundwork early, you’ll have refined messaging and a solid brand foundation before any major announcements. 

When you do emerge from stealth mode, you’ll look polished & credible rather than starting from scratch.

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Need more tips or have questions? Feel free to email me at [email protected]. Remember, I’m no scientist — just a comms person with a deep passion for deep tech. 🖖

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