THE GIANT'S LADDER

Chabe, a veteran marketing consultant, explains how scientists can effectively sell their ideas commercially.

The author notes a burgeoning trend of “science-driven entrepreneurial ventures,” a trend that poses special challenges for scientists unaccustomed to marketing. She calls this problem the “exposure conundrum,” in which the scientific labor that leads to a new discovery seems categorically different from the work of garnering recognition for it. In order to bridge the gap, the author, with impressive breadth and meticulous attention to detail, sketches a vision of what she calls the “distinct discipline of science marketing”—a comprehensive set of strategies aimed at scientists. She breaks her treatment into three basic “pillars.” First, one must precisely identify a target audience for whom the product is most relevant, she says. Second, one must figure out the product’s “frame,” or the “value vow,” which articulates the needs and desires that the product will satisfy. Thirdly, she concludes, one must locate the best channels to connect with the target audience. Chabe’s discussion is remarkably wide-ranging and covers not only brand storytelling and campaign strategy, but also the basics of website analytics and the opportunities of trade shows. She convincingly advocates for a marketing approach that blends the analytical rigor of science with the creative presentation of “resonant themes,” and she speaks with clarity about the challenges of presenting technically prohibitive ideas to an audience that may not be familiar with them. She keenly understands the peculiar nature of competition in the science world, which includes not only rivals in the conventional sense, but also “indirect challenges,” such as technological obstacles and resistance to innovation.

Chabe is the founder and CEO of High Touch Group, one of the few marketing firms to specialize in science marketing, and she writes confidently from a wealth of experience and obvious expertise. Despite the book’s brevity and concision, it’s almost encyclopedically thorough, which makes it a perfect one-volume reference for newcomers to the subject. The author intends the book to be a practical guide with actionable counsel conveyed in straightforward, accessible language, and she accomplishes all these things. She achieves even more, however, by reflecting thoughtfully on the ways in which superior science marketing not only makes life easier for scientists with products to peddle, but also improves the world at large: “It can galvanize individuals, communities, and even nations to align behaviors and policies with scientifically backed solutions. Marketing amplifies the voice of science, enabling it to resonate in places that matter most—from board room to policy chambers to kitchen tables.” The world certainly has no shortage of popular books about marketing, but very few speak specifically to science marketing while also avoiding vague reductionism and facile formulas. Chabe’s contribution is intellectually rigorous and free of the condescension and hyper-generality that typify so many other books in the genre. Anyone who works at the intersection of science and commerce is likely to benefit from reading this handbook with care.

A helpfully practical and authoritative introduction to the marketing of scientific products.