2:15PM Why Stories, Not Just Science, Should Start in the Lab
Mike Thomas CEO, Upstream 360
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Breakthroughs in the lab are only half the battle. The other half? Crafting the story that brings those innovations to life—not just for consumers and customers, but for skep- tical managers and cross-functional teams as well. Mike Thomas, CEO of Upstream 360, argues that science alone isn’t enough to captivate or convert—stories must be built alongside the science itself. In this dynamic session, Mike will reveal how Upstream 360’s 3-Second WOW and WHO-HOW-WOW frameworks ensure that every innovation begins with a narrative that connects emo- tionally and intellectually. This isn’t about “dumbing down” the science —it’s about elevating it. Through compelling case stud- ies—from turning complex product formu- lations into consumer-loved campaigns to positioning technical breakthroughs to rise above market clutter—Mike will demonstrate how great stories transform great science
into market success. Without a story to bridge the gap between the technical and the tangible, even the most sophisticated innovations are at risk of failure. Join this workshop on: • Science and Story Together: The lab is where innovations and their stories must begin to ensure they resonate emotionally and intellectually. • Proven Tools for Success: Upstream 360’s 3-Second WOW and WHO-HOW-WOW frameworks simplify complexity and make innovations captivating. • Stories Drive Results: Great storytelling elevates science, turning technical break- throughs into mar ket successes.
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