Are you adapting your marketing pitch for each business that you engage with?

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With the FY16 year-end now behind us, it is time to take stock of our achievements, collect metrics and prepare reports for our stakeholders on our performance over the previous 12 months. My employer, being a government owned entity is no exception and has to ensure it meets the expectation of the Minister for Industry, Innovation and Science. Supporting actions arising from the “Boosting the Commercial Returns from Research” agenda, these expectations have considerable focus on the utilisation of science to increase the competitiveness of Australian industry.

This forced reflection has made me analyse how I engage with industry and how I alter my approach based upon industry vertical, company size and my understanding of that company’s culture.  This may seem completely obvious, but we often fail to consciously make these differentiations and recognise that not all companies are created equal. For example the interaction and value proposition I present to a biotech startup is completely different to an engagement I will make with big pharma. Conversely, the business challenges of a startup are completely different to those of large pharma.

With this exact thought in mind, I am really looking forward to attending the KCA Annual Conference, and more specifically the session aptly titled “Not all Companies are Created Equal.” At this session we will hear from companies of different sizes and industries about how they innovate to overcome their business and technical challenges. It is shaping up to be really insightful.

This year the KCA Annual Conference will be held in sunny Brisbane at the Victoria Park Golf Club on 1-2nd September 2016. The conference theme is “Innovation is a state of mind,” and will focus on shaping thinking around commercialisation, entrepreneurship and industry engagement. Registration closes on the 17th August. I hope to see you there.

Dr Tim Boyle, RTTP
Leader, Business Development, ANSTO
KCA Volunteer

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