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From Lab to Launch: Biotech, Creative Breakthroughs & Startup Weekend
This is how you do this Session 2: Answer the question they’re already asking.
Apr 9, 2026, 5:00 PM - 6:00 PM EDT
at Havana Room
Creating something new is hard. Anyone who’s done it can tell you. So, of course, once you have it, you want to show it to the people who can use it.
And that’s why most startups fail.
The crazy-making problem is that the people who can use your creation are too busy to notice it. How do you solve that?
Let’s talk about the reframe that gets you into the mindset to make your creation too compelling to ignore. There’s a system for putting your idea into the heads of the people you want as customers. We’ll look at some examples of founders who solved this, and talk about how it can work for you.
Because too many good ideas fail. Let’s fix that.
And that’s why most startups fail.
The crazy-making problem is that the people who can use your creation are too busy to notice it. How do you solve that?
Let’s talk about the reframe that gets you into the mindset to make your creation too compelling to ignore. There’s a system for putting your idea into the heads of the people you want as customers. We’ll look at some examples of founders who solved this, and talk about how it can work for you.
Because too many good ideas fail. Let’s fix that.
Speakers
Jeff Berman
Startup Whisperer
Jeff Berman created the original brand strategies, identities, and go-to-market campaigns for Carbonite, Tivoli Audio, Beacon Health Strategies, and more than 50 other successful startups. He has helped reposition the American Library Association, Iron Mountain Digital, and the University of Michigan Publishing.
As far as we know, Jeff is the only marketing guy who studied astrophysics. After realizing what astrophysicists actually do, he left the University of Chicago for an advertising job at Leo Burnett (Chicago). Jeff worked at Ogilvy & Mather (New York), and Mullen (Boston) before launching Berman Creative in 2002.
DiscoverFrom Lab to Launch: Biotech, Creative Breakthroughs & Startup Weekend
This is how you do this Session 2: Answer the question they’re already asking.
This is how you do this Session 2: Answer the question they’re already asking.
Apr 9, 2026, 5:00 PM - 6:00 PM EDT
at Havana Room
Creating something new is hard. Anyone who’s done it can tell you. So, of course, once you have it, you want to show it to the people who can use it.
And that’s why most startups fail.
The crazy-making problem is that the people who can use your creation are too busy to notice it. How do you solve that?
Let’s talk about the reframe that gets you into the mindset to make your creation too compelling to ignore. There’s a system for putting your idea into the heads of the people you want as customers. We’ll look at some examples of founders who solved this, and talk about how it can work for you.
Because too many good ideas fail. Let’s fix that.
And that’s why most startups fail.
The crazy-making problem is that the people who can use your creation are too busy to notice it. How do you solve that?
Let’s talk about the reframe that gets you into the mindset to make your creation too compelling to ignore. There’s a system for putting your idea into the heads of the people you want as customers. We’ll look at some examples of founders who solved this, and talk about how it can work for you.
Because too many good ideas fail. Let’s fix that.
Speakers
Jeff Berman
Startup Whisperer
Jeff Berman created the original brand strategies, identities, and go-to-market campaigns for Carbonite, Tivoli Audio, Beacon Health Strategies, and more than 50 other successful startups. He has helped reposition the American Library Association, Iron Mountain Digital, and the University of Michigan Publishing.
As far as we know, Jeff is the only marketing guy who studied astrophysics. After realizing what astrophysicists actually do, he left the University of Chicago for an advertising job at Leo Burnett (Chicago). Jeff worked at Ogilvy & Mather (New York), and Mullen (Boston) before launching Berman Creative in 2002.
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