What if the biggest challenge in biotech isn't innovation, but adoption?I'm joined by Holley Miller, CEO of Grey Matter Marketing, to explore why better science doesn't automatically win.We talk about why people buy outcomes rather than products, why emotion can open the door before data earns belief, the importance of solving an urgent problem, and why being different can sometimes matter more than simply being better.Holley also shares her own entrepreneurial and leadership journey, the value of non-obvious thinking, taking career risks and giving yourself permission to fail.A thought-provoking conversation about innovation, human behaviour and what it really takes to turn a great idea into something people will actually adopt.
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